Marketers love to use the word funnel. I'm not personally a fan, as it gives this idea that we're just trying to pour as many people in as possible, and hope they come out the other side! (and buy)
I prefer to use the idea of a sticky web
The top of the funnel (or edges of the web) is us attracting NEW people. People who haven't heard of us or worked with us before and we can do that in many different ways.