Quick Answer
Uncover the dark funnel in B2B buying. Learn how anonymous research shapes decisions and how to influence buyers where traditional analytics can’t reach.
Ever Feel Like Youe Chasing Ghosts? Imagine this: youe executing marketing initiatives, monitoring all the clicks, checking on each open rate, and tweaking your CRM like it a Formula 1 machine - and the deals keep rolling in from where you didn anticipate. A webinar you saw months ago, a podcast segment you didn even sponsor, or a random Slack community where your brand was mentioned. Ring a bell? Welcome to the dark funnel - the portion of your customer buying process that you can observe, track, or measure with conventional tools. And here the kicker: it larger and more active than you would imagine.
According to a recent 6sense report, 70% of a B2B buyer journey occurs anonymously. That is, by the time a visitor arrives at your pricing page, theye already researched, inquired of their peers, and perhaps even shortlisted you without ever lifting a digital hand.
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