Dark Funnel is The End of B2B Marketing Strategy as We Know It

Your marketing funnel is a lie. After years of crafting “perfect” campaigns, I watched prospect after prospect materialize at the bottom of our funnel, ready to buy – having somehow bypassed every carefully planned touchpoint along the way. How? The dark funnel touchpoints.

The uncomfortable reality is that the majority of B2B buying decisions are happening in places we can’t see, through conversations we’re not part of, influenced by factors we don’t control. This is the dark funnel. It’s not new, but it’s growing. And it’s rendering many of our go to marketing strategies obsolete.

Traditional tools like Google Analytics have limitations in tracking the full range of customer touchpoints throughout the customer journey. While GA is effective for measuring direct traffic and conversions, it fails to capture interactions occurring within dark funnel channels, which prevents a holistic understanding of user behavior and decision-making processes. Additionally, direct traffic can often represent potential leads that are not attributed through traditional analytics.

In this guide, I’m going to share what I’ve learned about the dark funnel over the years in B2B sales and marketing. Not because I have all the answers, but because I believe this shift is too significant for any of us to ignore.

What is the Dark Funnel?

The dark funnel refers to the invisible journey that a potential customer takes before they enter your traditional marketing funnel. It’s all the research, interactions, and decisions that happen outside of your direct view or control as a marketer or sales professional.

In my experience working with B2B clients, usually a huge chunk of a buyer’s journey happens in this “dark” space. Just think about it - prospects are getting savvier. They’re not waiting for marketers and sales reps to educate them anymore. Instead, they’re out there, gathering information and forming opinions about products or services long before they ever reach out to a company directly.

So, what does this dark funnel include? Well, it’s things like:

• Peer-to-peer conversations over coffee or at conferences
• Social media interactions (you know, those LinkedIn threads that go on forever)
• Deep dives into review sites
• Lurking in industry forums and communities
• Consuming third-party content like there’s no tomorrow
• Secretly scoping out your competitors

So the tricky part is that these touchpoints are often invisible to traditional marketing analytics.

Traditional Funnel vs. Dark Funnel

So how does this dark funnel compare to the traditional marketing funnel we all know and love (or love to hate).

The traditional funnel, as you’re probably aware, follows a linear path. It starts with awareness, moves through interest and consideration, progresses to intent and evaluation, and finally ends with a purchase. Marketers have always operated under the assumption that they could guide prospects through each of these stages using their carefully crafted content and strategic touchpoints.

In this model, we have a sense of control. We can measure engagement at each stage, track conversions, and attribute success to specific marketing efforts. It’s a comfortable approach because it gives us clear metrics and a straightforward path to optimize. Tools like Google Analytics are effective for measuring direct traffic and conversions but fail to capture interactions occurring within dark funnel channels.

The dark funnel, on the other hand, is non-linear, it’s unpredictable, and most importantly… it happens out of our sight! In the dark funnel, prospects don’t follow a preset path. They jump in and out at various points, consuming information from multiple sources, many of which we don’t control or even have visibility into.

In this scenario, prospects are forming opinions, evaluating options, and making decisions based on a multitude of factors that we, as marketers, can’t directly influence. They’re reading reviews, asking peers for recommendations, consuming third-party content, and coming to their own conclusions, all before they ever interact with our brand directly.

I experienced this when I was at Sumo Logic. We’d often find that our enterprise clients had already formed strong opinions about our solutions before we even had a chance to engage with them. They’d come to us with detailed questions, clearly having done extensive research on their own.

So a significant portion of the buyer’s journey was happening in the dark, outside of our traditional marketing funnel. And it wasn’t just happening to us.

This experience was a big part of why we developed CustomerBase AI’s approach to market segmentation and customer profiling. We recognized that to be effective, we needed to find ways to get more visibility into the dark funnel. We wanted to understand and engage with prospects earlier in their decision-making process.

Main Dark Funnel Channels

So, where exactly is all this dark funnel activity happening? Well, it's actually happening in plain sight, just not always in ways marketers can easily track.

Social Media

Social media minus the sponsored posts. Real conversations happening in LinkedIn comments, X/Twitter threads, Facebook groups, etc.

Review Sites

Then there are review sites. Places like G2 and Capterra have become the Yelp of the B2B world. I can't tell you how many times I've heard a prospect say, "Well, I read on G2 that..."

Industry Forums

Don't forget about industry forums. These niche forums is where professionals gather to discuss their challenges and solutions. It's word-of-mouth marketing on steroids.

Podcasts and Webinars

Podcasts and webinars are another big one. Your potential buyers are consuming these media often anonymously, forming opinions and making decisions without you even knowing they're interested.

Personal Networks

And let's not overlook the power of personal networks. Those offline conversations with peers and mentors? They're completely invisible to marketers, but they can make or break a deal.

Search Engines and Chat GPT

Of course, we also can’t ignore search engines and now AI tools like Chat GPT. The majority of B2B research starts with a Google search, often leading to various third-party content sources. While Google Analytics can track search engine traffic, it often misses the interactions occurring within dark funnel channels.

Content Aggregators

Platforms like Medium, LinkedIn, or industry-specific aggregators where buyers consume curated content.

At CustomerBase AI, we've put a lot of effort into developing methods to monitor and analyze many of these channels. Why? Because we believe that having a comprehensive view of your market and potential customers is crucial in today's highly competitive B2B landscape.

Examples of B2B Buyer's Journeys Through the Dark Funnel

I know all of this might sound a bit abstract, so let me share a couple of dark funnel examples. These are hypothetical, but they're based on patterns I've seen play out time and time again.

Dark Funnel Example 1: The SaaS Procurement Manager.

Jennifer is a procurement manager at a large tech company, and she’s been tasked with finding a new project management solution. As a potential customer, here’s how her buyer’s journey might unfold:

1. First, Jennifer’s not going to just Google “best project management software” and click on the first ad she sees. No way. Instead, she’s going to start by asking for recommendations in a private Slack channel. She’s asking her friends or colleagues because she trusts their opinion more than any ad.
2. Next, she’ll probably head over to G2 and Capterra. But she’s not going to read every review, she’s going to focus on the solutions her friends mentioned in that Slack channel.
3. Then, Jennifer might start following some thought leaders in project management on LinkedIn. She’s going to their posts and content they’re sharing.
4. At some point, she might come across a podcast featuring a CTO discussing their project management transformation. She listens to it on her commute, making mental notes.
5. At this point, Jennifer will likely then search for comparison articles between the top solutions she’s identified. She’s not looking at your carefully (and probably biased) crafted comparison charts. She’s seeking out third-party opinions.
6. Finally, she might reach out to some former colleagues “Hey, what did you think of X tool?” who have experience with these project management tools.
7. Only after all of this research does Jennifer finally fill out a contact form or respond to an ad, entering the “visible” funnel from the company’s perspective.

Dark Funnel Example 2: The Manufacturing Operations Director

Now let’s consider John, an operations director at a manufacturing firm. As a potential customer, he’s looking to implement an IoT solution for predictive maintenance. His dark funnel journey might look something like this:

1. John’s journey might start at an industry conference. Booth presentations probably won’t interest him. But rather, informal conversations he has with peers about their IoT implementations over coffee or drinks.
2. Back at the office, he joins a LinkedIn group focused on Industry 4.0 and smart manufacturing. He’s not posting much, just going through the discussions.
3. John spends his evenings reading case studies and whitepapers from various solution providers. He’s most likely not filling out any contact forms to access this content. He’s finding ungated content or getting it shared from colleagues.
4. On his lunch breaks, he watches YouTube videos of product demos (if possible) and expert interviews.
5. He participates in a webinar about predictive maintenance best practices. Again, he’s not there to be sold to. He’s there to learn.
6. Finally, John might consult with an industry analyst firm for unbiased recommendations.
7. By the time John enters the visible funnel, he’s already formed strong preferences and narrowed his options significantly. And no vendor was even aware of his interest throughout this entire process.

The B2B buying process today is not linear, it’s not always visible, and it’s certainly not entirely in our control as marketers and salespeople.

Internal vs. External Dark Funnel Marketing Data

When it comes to understanding the dark funnel, you need to leverage both internal and external data sources.

Internal data is the stuff you already have at your fingertips. It's your website analytics, your content performance metrics, insights from your sales team, and feedback from customer surveys. This data gives you a picture of how people are interacting with your brand directly.

For example, your website analytics might show you patterns in anonymous browsing behavior. Maybe you notice that a lot of visitors are spending time on a particular product page but not converting. That could be a sign that they're in the research phase of their dark funnel journey.

Your sales team can also provide valuable insights. If they're noticing that prospects seem to already know a lot about your product when they first make contact, that's a clear sign of dark funnel activity.

External data, on the other hand, gives you a broader view of what's happening in your market. This includes things like social listening tools that monitor brand mentions and industry discussions across social platforms. It also includes third-party intent data services that track anonymous research behavior across the web.

Industry reports can provide valuable context about broader trends and shifts in buyer behavior. And don't forget to keep an eye on your competitors. Monitoring competitors' content and engagement can help you identify gaps and opportunities in your own strategy.

Is It Possible To Eliminate The Dark Funnel?

I hate to break it to you, but the short answer is: we can't. And honestly? I don't think we should try to eliminate it.

Quite frank, the dark funnel is just a natural result of the information age we're living in. Buyers are empowered like never before, and that's ultimately a good thing. Informed buyers make better decisions, and better decisions lead to happier customers in the long run, low churn rates and higher LTV (Lifetime Value).

So instead of trying to eliminate the dark funnel, I believe our goal should be to illuminate it as much as possible and position ourselves advantageously within it. You can't control all the conversations happening around you, but you can make sure you're interesting enough that people want to talk about you.

At CustomerBase AI, we're big believers in embracing the dark funnel rather than fighting against it. Here are a few strategies I think are worth considering:

I'd start by creating valuable, non-gated content. I know, I know, your lead gen team might not approve of this BUT by producing high-quality content that doesn't require form fills, you increase the chances of being present in the dark funnel. You want to play the long game.

Next, try to encourage and amplify user-generated content. There's nothing more powerful than authentic voices from your actual customers.

Get active in community discussions. Be present in the forums and groups where your potential customers are talking. But remember, the key here is to be helpful, not salesy.

Leverage intent data. There are tools, like CustomerBase AI, out there that can provide insights into anonymous research behavior. Use them!

Finally, focus on building a strong brand presence. You want to be the company that comes to mind when someone asks, "Hey, have you heard of any good solutions for X?"

Remember, the goal isn't to control the dark funnel. It's to be an influential and helpful presence within it.

Content Marketing is Your Competitive Advantage in Dark Funnel Marketing

I love content marketing and in the context of the dark funnel, content becomes a real competitive advantage. And I'm not just saying that because I enjoy writing (although I do). There are some real reasons behind this:

For starters, high-quality content positions you as a thought leader in your field. When you're consistently putting out high-quality content, you increase the likelihood of being referenced in those dark funnel discussions. You become the expert that everyone's talking about.

Then there's the SEO angle. Comprehensive, well-crafted content helps you rank for relevant searches, capturing attention during that all-important research phase. Remember, most B2B journeys start with a Google search and now AI search. BUT for you to appear in the AI search you need to rank on Google. So SEO not going anywhere.

Good content is also more likely to be shared in peer-to-peer conversations. Think about it - when was the last time you shared a sales brochure with a colleague? Probably never. But a really insightful article or a helpful how-to guide?

Perhaps most importantly, by providing genuinely helpful information without aggressive sales tactics, you build trust with potential buyers. And in B2B, trust is currency.

Think quality over quantity. Think depth over breadth. And always, always think about your audience first.

How to Track Customer Journey and Behavior in the Dark Funnel

The dark funnel is inherently difficult to track. So how are we supposed to do it? It is challenging. But difficult doesn't mean impossible! There are strategies you can use to gain visibility into the dark funnel.

One approach is IP-based tracking. This allows you to identify companies visiting your website, even if they don't fill out any forms.

Content intelligence tools can provide insights into how your content is being consumed and shared across the web. This can help you understand which topics are resonating with your audience and where your content is making an impact.

Social media monitoring is another one way to track customer behavior in the dark funnel. You need to be tracking mentions, hashtags, and conversations related to your brand or industry.

Community engagement metrics is another one. If you're active in relevant online communities and forums (and you should be), keep track of the activity there. Are people engaging with your posts? Are they asking questions? This can give you valuable insights into what your potential customers are thinking about.

Anonymous survey tools can also be helpful. Implement exit surveys or feedback mechanisms on your website that don't require identification. You might be surprised at what people are willing to share when they know it's anonymous.

Predictive analytics, powered by AI and machine learning, can help you identify patterns and predict potential dark funnel activity.

Finally, don't forget about your partner network. Collaborating with channel partners can give you a broader view of market activity.

Remember, the goal isn't to achieve 100% visibility into the dark funnel. That's simply not very realistic. You wan to focus on gathering enough insights to make informed decisions and strategies. It's about illuminating the darkness, not eliminating it entirely.

Dark Funnel and Customer Intent Data

In my opinion, customer intent data is the key to illuminating the dark funnel.

Customer intent data provides insights into buyer behavior and interests, even when they're not directly interacting with your brand.

One of the biggest advantages of intent data is early identification. It can signal when companies are researching topics related to your solutions, allowing you to engage earlier in the buying process.

But it's not just about knowing who's interested. Intent data also allows you to personalize your outreach and content at scale. When you know what specific topics a prospect has been researching, you can tailor your messaging to address their particular pain points and interests.

Intent data is also incredibly valuable for prioritization. In B2B sales and marketing, not all leads are created equal. Intent signals help you focus your efforts on accounts that are most likely to be in an active buying cycle. This way you can focus on the opportunities with the highest potential return.

Another powerful use of intent data is competitive intelligence. It can reveal when prospects are researching your competitors, allowing you to position your solution more effectively. If you know a prospect has been looking at a competitor's pricing page, for example, you can proactively address how your pricing model provides better value.

Finally, intent data can inform your content strategy. If you understand what topics your target accounts are researching, you can create content that directly addresses their interests and concerns.

I've seen really good results when companies effectively leverage intent data to navigate the dark funnel. But it's not just about having the data. You want to turn those insights into actionable strategies.

Best Practices for Dark Funnel Marketing

So how do you actually tackle this beast we call the dark funnel? Here are some best practices I've developed through trial and error and late nights:

1. Embrace Omnipresence.

You can't control where your prospects get their information, but you can try to be everywhere they might look. This doesn't mean spamming every channel. Instead, focus on creating valuable, relevant content across multiple platforms. Blog posts, podcasts, social media, third-party publications. You want to be where your audience is, offering insights they can't get elsewhere.

2. Leverage Social Listening.

Social listening tools are amazing. They help you tune into conversations about your brand, your competitors, and your industry. At CustomerBase AI, we've uncovered game-changing insights just by paying attention to what people are saying when they think we're not listening.

3. Cultivate Brand Advocates.

Your existing customers are powerful allies in the dark funnel. Encourage them to share their experiences, write reviews, and participate in case studies. User-generated content works wonders. It's authentic, credible, and often reaches places your official marketing never could.

4. Prioritize Value Over Promotion.

In the dark funnel, hard sells don't work. I recommend focusing on providing genuine value. Create content that educates, solves problems, or offers unique insights. Your goal is to be a trusted resource, not just another company pushing its products.

5. Harness the Power of Communities.

Online communities, whether on Reddit, LinkedIn, or niche forums, are dark funnel hotspots. Don't just drop links to your content but actively participate. Answer questions, offer advice, and establish yourself as a knowledgeable peer, not a salesperson.

6. Optimize for Dark Social.

Dark social (private sharing through messaging apps, like Slack, or email) is a huge part of the dark funnel. Make your content easily shareable. Use trackable links where possible, and consider creating content specifically designed for private sharing.

7. Leverage Intent Data.

Intent data can help you identify which companies are actively researching solutions like yours, even if they haven't interacted with your brand directly. Message me on LinkedIn, I'm always happy to help if you're not sure where to start.

8. Align Sales and Marketing Strategy.

In the dark funnel, the line between sales and marketing blurs. Ensure your sales team got the insights and content they need to engage prospects who might be anywhere in their journey. At CustomerBase AI, we've seen significant improvements in conversion rates when sales and marketing are truly aligned around dark funnel strategies.

9. Embrace Attribution Challenges.

Traditional attribution models fall apart in the dark funnel. Instead of trying to force-fit old models, embrace multi-touch attribution. Focus on overall trends and patterns rather than trying to attribute every single conversion to a specific touchpoint.

Dark Funnel Challenges

I don't want you to think that embracing the dark funnel is all sunshine and rainbows. Like any significant shift in marketing strategy, it comes with its fair share of challenges.

• Data privacy concerns. With regulations like GDPR and CCPA becoming more stringent, balancing data collection with privacy compliance is crucial. You need to gather enough data to be effective, but not so much that you're overstepping legal or ethical boundaries.
• Data overload. With so many potential data sources out there, it's easy to get overwhelmed. I always say it's better to focus on quality over quantity. You don't need ALL the data. You need the RIGHT data.
• Attribution. It's challenging to attribute conversions to specific dark funnel activities, which can make ROI calculations complex. This can be frustrating, especially when you're trying to justify your strategy to stakeholders who are used to clear-cut attribution models.
• Resource allocation. Effectively monitoring and engaging in the dark funnel requires significant time and resources.
• Technological limitations. Many traditional marketing automation tools aren't designed to handle dark funnel data effectively. This might want to invest in new tools or find creative ways to use your existing tech stack.
• Organizational silos. Dark funnel strategies often require collaboration across marketing, sales, and customer success teams. If your sales and marketing teams are used to working independently, breaking down those walls will be challenging.
• Rapid pace of change in the digital landscape. The dark funnel strategies need to be constantly evolving. What works today might not work tomorrow, so you need to be prepared to adapt quickly.

Dark Funnel Myths

Let's wrap this up by busting some myths about the dark funnel. As with any emerging concept, there are a lot of misconceptions floating around out there.

Dark Funnel Myth #1: The dark funnel makes traditional marketing obsolete.

This couldn't be further from the truth. I think of the dark funnel as a complement to traditional marketing, not a replacement. Your traditional and dark funnel strategies should work hand in hand for the best results.

Dark Funnel Myth #2: Dark funnel tactics are invasive and unethical.

When done responsibly, dark funnel strategies are neither invasive nor unethical. It's not about spying on your prospects. It's about being present and helpful where they're already seeking information.

Dark Funnel Myth #3: You need complete visibility into the dark funnel to be successful.

Nope! Even partial insights can significantly improve your marketing and sales efforts. It's about progress, not perfection.

Dark Funnel Myth #4: Dark funnel strategies only benefit large enterprises.

This is a big one that I hear a lot, a it's simply not true. Companies of all sizes can leverage dark funnel insights to improve their go-to-market strategies. It's not about the size of your company. It's about how smart you are with your approach.

Myth #5: Implementing a dark funnel strategy requires a complete overhaul of your marketing tech stack.

While new tools can help for sure, many dark funnel tactics can be implemented with existing resources and gradual upgrades. Don't let the fear of a massive tech overhaul hold you back from getting started.

Myth #6: The dark funnel is just another marketing buzzword.

I get why people might think this, but I strongly disagree. The dark funnel addresses real shifts in buyer behavior that have significant implications for B2B marketing and sales. Ignoring it won't make it go away.

Conclusion

Here's what I want you to take away from all this: the dark funnel represents both a challenge and an opportunity for B2B marketers and sales professionals like you. Yes, it is complex. Yes, it can be frustrating at times. But by understanding and strategically approaching the dark funnel, you can gain a significant competitive advantage.

At CustomerBase AI, we're committed to helping B2B companies like yours navigate these challenges. Our AI-powered revenue platform is designed to provide the insights and tools you need to effectively map your ideal customer profile, segment your market, and align your entire revenue team around a unified data layer.

Remember, the goal isn't to control the dark funnel. That's like trying to control the weather. It's just not going to happen. Instead, focus on positioning your brand as a trusted resource within it. Create valuable content, leverage customer intent data, and maintain a strong presence across various channels. Do this, and when prospects emerge from the dark funnel, your solution will be at the top of their list.

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