OrganicSEO, organic social, and effective content are all initiatives outside of paid media that will help go up the funnel. Remember that upper-funnel campaigns will be most effective in helping you build brand and product awareness and demand. Suppose your near-term goal of upper-funnel campaigns is to build remarketing pools. Whether on mobile or desktop, programmatic ads are usually frustrating and won't reflect positively on your brand. Dig deeper: 4 B2B paid media strategies to stay ahead of the curve