Unveiling the Shadows of B2B Marketing: 6 Metrics for Tracking Dark Funnel Activities

B2B buyers are making one thing clear: They want to research on their own before engaging with a salesperson. What’s shocking is how far into the funnel they get alone, as much as 83% of the way. We call this the ‘dark funnel’ (also referred to as dark social), and on this Halloween episode of Closing Time, we’re going to break down how marketers can unearth and track what’s going on in the hidden shadows of B2B marketing. Jen Allen-Knuth, a marketing consultant and evangelist partner at Lavendar.ai joins Val Riley to explain the impact the dark funnel is having on marketing metrics and give you tips on how to simplify your lead categorization in and around it. The dark funnel isn't scary when you know how to make it work for you, instead of against you. Find out how in this episode!  Watch the episode on YouTube.   Want to better align your go-to-market teams? Get a free demo of Insightly's modern, scalable CRM.   Connect With:  • Jen Allen: LinkedIn // Social Social // DemandJen // Lavendar.ai • Val Riley: LinkedIn • Insightly: Instagram // Facebook // Twitter // LinkedIn // YouTube