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Dark Funnel
Written By Alexandra Flygare
The customer journey has long-been a tool for marketers to harness and understand buyer decision making. However, due to the increasing digital nature of this process, a large portion of the customer journey is carried out in the dark.
This untraceable process is commonly referred to as the dark funnel.
What is the dark funnel?
Broadly, the tradition marketing funnel describes the multi-stage movement of buyers from awareness to purchase. However, as the landscape of consumer decision making changes, so do the methods of engagement.
The dark funnel refers to a deviation from the initial sales funnel, towards less conventional methods of product perception. This is important because customer journey touchpoints outside of the traditional funnel are often where consumers engage with and make decisions about products.
Channels that are typically not accounted for by traditional tracking and attribution software, makeup the ubiquitous dark funnel.
Because these interactions are difficult to trace, they are deemed invisible to marketers. However, the significant role they play in consumer purchasing habits is influential. Thus, similarly to dark matter, the dark funnel acts as an invisible force that is both abundant and significant.
What channels make up the dark funnel?
It has become increasingly important to make use of the dark funnel as marketing attribution has become insufficient.
The dark funnel can be characterized by a variety of online channels that are both in and out of the control of B2B marketers, these include:
blogs
newsletters
word of mouth
social media
events
public relations
referral programs
podcasts and Youtube channels
It is also important to note that the dark funnel is also composed of offline channels, such as print ads, radio, and TV.
Why should you care about the dark funnel?
For a lot of companies, that which is immeasurable is typically neglected.
However, the discrete nature of the dark funnel should not be cause for alarm. Rather it can be seen as an exciting way to gain competitive advantages.
By leaning into the channels that form the dark funnel, the problem of concealed engagement can become an opportunity. For B2B marketers, understanding the dark funnel provides the circumstances to gain deeper insight into the customer journey, as well as identify new avenues for marketing opportunities and growth.
Because the internet has provided users with access to widespread information, buying decisions can now be made without direct interaction with sales.
Therefore, B2B marketers must create content that engages with their audience throughout each stage of the purchasing process.
To gain complete transparency of every touch of every account, use Dreamdata’s Customer Journeys feature.
Conclusion
The usefulness of what can be considered a traditional sales funnel is outdated, as the market has transformed to a complex, expansive network of influence and engagement.
Therefore, it is crucial to look to the dark funnel to adapt marketing strategies accordingly and effectively expand the reach towards potential customers.
Shedding light on the fluidity of the consumer journey expressed by the revised funnel can effectively lead marketers out of the dark.