Conquering Dark Funnel Marketing
The buyer’s journey is changing, which means marketing and sales funnels are changing too. With buyer behavior shifting to self-education and solo research, go-to-market teams are having to rethink the buyer’s journey. The buyer’s journey is not linear, and it can be difficult to understand all the touchpoints that influenced your buyers’ decisions. You may feel in the dark about what’s truly happening in your buyer’s journey. In fact, there’s a term for these “dark” touchpoints: The Dark Funnel.
What is dark funnel marketing?
The broad marketing definition is awareness marketing which is difficult to measure. However, a more functional definition is any interactive communication that helps educate a buyer about your industry, product/service in a neutral, informative way.
Together with Ryan Cuellar and Jonnie Anderson at Primary Intelligence, we discuss how you can conquer dark funnel marketing and use it to improve win rates and revenue.