The dark funnel is part of the buyer journey that occurs outside of a company’s direct marketing channels. This means that companies may not be aware of the specific interactions that potential buyers are having with their brand, products, or services.
Here are some examples of dark funnel interactions in real-world practice:
- Organic search
When potential buyers use search engines to research products or solutions, they often explore multiple websites and consume various content pieces before making contact with a specific company. These interactions occur in the dark funnel, as the company may not be aware of the specific searches or visits until the potential buyer takes a visible action such as filling out a form or making an inquiry.
- Anonymous website visitors
Many B2B websites track visitor behavior using tools like Google Analytics. However, not all visitors will provide their information or convert it into leads during their first visit. These anonymous website visitors navigate through different pages, consume content, and make evaluations without leaving identifiable information. Their actions and interests remain hidden until they choose to engage further.
- Third-party review sites
B2B buyers often consult third-party review sites, industry forums, or social media platforms to gather insights and recommendations about specific products, services, or vendors. These interactions occur outside a company’s direct marketing channels, making it difficult to track or attribute these touchpoints to specific buyers or marketing efforts.
- Offline interactions
In B2B marketing, offline interactions such as word-of-mouth recommendations, industry events, conferences, or networking meetings play a crucial role. Potential buyers may gather information, exchange opinions, and conduct research during these offline interactions, which remain untraceable in the digital realm.
- Private social media groups
Many industry professionals participate in private social media groups or forums where they discuss challenges, seek advice and share experiences. These closed communities can influence purchasing decisions, but companies may not have visibility into these interactions unless they actively participate or monitor these groups.
- Email and direct messages
Potential buyers may reach out to industry experts, colleagues, or peers via email or direct messages to seek recommendations, information, or opinions. These one-on-one interactions occur in the dark funnel as they are not directly visible to the company or its marketing channels.
- Content consumption
Prospects may consume a variety of content pieces, such as whitepapers, case studies, or industry reports, without leaving any identifiable information or taking visible action. They gather insights, compare solutions, and evaluate options in the dark funnel before considering engaging with a specific company.
These examples illustrate how potential buyers engage in research, information gathering, and evaluation stages without directly interacting with a company’s marketing channels or leaving a visible digital trail. Understanding and addressing the dark funnel is crucial for B2B marketers to develop strategies that provide value, establish thought leadership, and attract potential customers during these hidden stages of the buyer journey.
I hope this exploration into the world of dark funnel for marketing has opened up your curiosity and insights into the untapped potential of the marketing world!
Disclaimer note:
The opinions expressed in this post are those of the author. They do not purport to reflect the opinions or views of ThinkLogic Media Group or any company and their associates.
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