The sales funnel, despite technological advances in the past decades, remains a marketing staple and the framework upon which many campaigns are built on. However, due to its simplified nature, it does not fully account for lead behaviour from brand discovery to a sale.
This is where the dark funnel comes in; a new approach to the classic method with a view of what is not tracked by analytics platforms—and how you should effectively respond to this lack of data.
Combatting the dark funnel is essential for any B2B company that wishes to effectively nurture their leads, identify where they come from, and engage them when they are most likely to be sales-ready.
In this Definitive Guide, you will learn what the dark funnel is, the characteristics of dark social, and tactics to gain some light on invisible traffic.