Shining a light on the dark funnel
The document discusses the "dark funnel" which refers to the invisible or unknown steps a company takes when researching and evaluating vendors before making a purchase decision. It notes that over 75% of companies have already made their decision before engaging with a vendor. It then discusses how marketers can shine light on the dark funnel by building online communities, monitoring website behavior and intent data, and having a self-reinforcing marketing approach to identify companies in the early stages of consideration. Measuring engagement in the dark funnel can help marketers gain a better understanding of attribution and improve conversion rates.
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Shining a light on the dark funnel
- 1. Shining a light on the dark funnel 際際滷share.Net/RiazKanani @RiazKanani Riaz Kanani Radiate B2B RiazKanani
- 2. Background Identify companies open to a conversation Serial Entrepreneur (crazy) 20+ years in sales and marketing Nominated: ABM platform of the Year Emerging vendor of the year #brightonSEO | @riazkanani Nominated: ABM Campaign of the year UK Martech vendor of the year
- 3. The Dark Funnel #brightonSEO | @riazkanani
- 5. of companies engage with a vendor after they have already made a purchase decision.
- 6. Search Paid/Organic Email Marketing Referrals Forms Social Media Sales Visible Invisible Ads Word of Mouth Messaging Apps and Email Communities Social Media Review Sites Podcasts Publishers #brightonSEO | @riazkanani
- 8. Building relationships earlier #brightonSEO | @riazkanani
- 9. Rise of online communities #brightonSEO | @riazkanani
- 10. Self reinforcing marketing approach #brightonSEO | @riazkanani Source: McKinsey - The Community Flywheel
- 11. >75% >2% >4% Online traffic conversion Influencer engagement rate (People who like, share, comment) User generated content Self reinforcing marketing approach #brightonSEO | @riazkanani Source: McKinsey - The Community Flywheel
- 12. B2B Sales and Marketing Pioneers #brightonSEO | @riazkanani
- 13. Return of Branding in B2B #brightonSEO | @riazkanani
- 14. #brightonSEO | @riazkanani Source: LinkedIn: BETAs Brand Focused
- 15. #brightonSEO | @riazkanani 20-30% find out more
- 16. #brightonSEO | @riazkanani Intent Data
- 17. Shining a light: what can you see? #brightonSEO | @riazkanani Source: Bombora Identify company activity
- 18. #brightonSEO | @riazkanani Anonymous website behaviour
- 20. Come back tomorrow #brightonSEO | @riazkanani
- 21. Use cases.. Monitoring crm #brightonSEO | @riazkanani 2-3x more meetings
- 23. Marketers already using third- party intent data are 2.9x as likely to have a conversion rate of 10% or higher. #brightonSEO | @riazkanani
- 24. Measuring the Dark Funnel #brightonSEO | @riazkanani
- 25. How did you find us? #brightonSEO | @riazkanani
- 26. This is not the end of attribution #brightonSEO | @riazkanani
- 27. it has just become less precise due to the increasing importance of the dark funnel #brightonSEO | @riazkanani