Which outcomes are primarily increased at the top of the marketing funnel? Select two.

At the top of the marketing funnel, the primary focus is on creating awareness and attracting potential customers to the brand or product. This stage is crucial for establishing a presence in the market and getting people to recognize and understand the offerings.

Awareness is one of the key outcomes increased at the top of the funnel because it represents the initial step in the customer journey where consumers become familiar with a brand or product. Building awareness is essential for generating interest and ultimately leading to conversions further down the funnel.

Customer engagement is also heightened at this stage. This engagement might manifest through interactions such as visits to a website, social media engagement, or participation in marketing campaigns. Engaging with potential customers early on sets the stage for nurturing relationships and guiding these individuals through the funnel toward eventual conversion.

The other options focus on later stages of the marketing process. For example, sales and profit are metrics that are generally associated with the lower parts of the funnel where potential customers are making purchasing decisions. Similarly, brand loyalty and loyalty program sign-ups happen after a customer has made a purchase and developed a relationship with the brand, which occurs much later in the customer journey. Hence, the option that centers on awareness and customer engagement aligns perfectly with the objectives at the top of the marketing funnel