The sales funnel is a well-known concept in digital marketing that provides a straightforward visualization of how customers make purchase decisions. It’s among the first processes new marketers must learn to effectively track, analyze and measure online consumers’ buying behavior.
By breaking down the sales process into distinct stages, businesses can identify areas where they may lose potential buyers and adjust their marketing strategies accordingly to smooth out friction points that hinder conversions.
The problem? The current sales funnel is less linear than many marketers like to think because there are numerous touchpoints that businesses can’t track and influence.
Today, customers have more control over their buying journey than ever before. They can research products and services, read reviews and compare prices, all without ever interacting with a salesperson. This power shift has led to the emergence of what is known as the “dark funnel,” a portion of the buying journey that is invisible to marketers and sales teams.
In this article, we unpack how dark funnels happen in the business-to-business (B2B) sales journey and how we might be able to uncover these concealed touchpoints in your sales funnel.
What Is the Dark Funnel?
The dark funnel refers to the points of the buying process that happen offline or are untraceable by attribution software. Prospects remain anonymous in this invisible part of the customer journey, and businesses won’t know how they are interacting with the brand.
The dark funnel represents a significant gap in understanding how prospective customers make purchase decisions, leaving companies with little to no data on their behavior or preferences. Without the necessary information on leads tracking, businesses cannot optimize their marketing efforts which may lead to wasted advertising spend.
How the Dark Funnel Affects B2B Lead Generation
Dark funnel presents an even bigger problem in business-to-business (B2B) transactions, where sales cycles are often longer and more complicated.
The B2B customer journey is inherently more complex since purchases typically involve considerable sums of money and longer decision-making processes. This means that B2B customers are more risk-averse and require more information and reassurance before making a purchase. Additionally, B2B sales funnel transactions often involve multiple decision-makers and stakeholders, each with their priorities and objectives.
The B2B buyers journey also underwent many changes due to digital transformation. A decade ago, sales and marketing often transpired in trade shows and industry conferences where the latest software or the newest techs were introduced. Today, the B2B customer journey starts with research, and the internet has allowed buyers to gain information without interacting with the company they are examining.
B2B sales leads are also hyperconnected. They often engage with peers through social media, private forums and exclusive online communities that are inaccessible by traditional leads tracking methods. This may sound like word-of-mouth marketing, but the dark funnel encompasses an even larger scope. It is anywhere B2B sales leads learn about a business without being tracked, which includes unclicked ads, podcast mentions and event sponsorships that B2B leads are not currently interested in but still keep in mind for a later time.
Here are a few examples of B2B leads touchpoints that fall in the dark funnel:
• Social media channels: B2B sales leads consult social media when making buying decisions. According to a white paper by IDC, 84% of B2B C-level to VP-level executives consider the information they find on social platforms as influential in the final stage of the purchasing process. Moreover, the study states that LinkedIn is the most preferred social network by B2B leads.
• Industry blogs: Industry blogs are online platforms that provide information and insights about a specific field. They offer a forum for discussion, networking and learning, allowing readers to stay up-to-date with the latest developments in their industry. There are a lot of industry blogs that can mention your company, which means your leads can learn from you without you knowing.
• Review sites: Reviews have become immensely vital in the B2B buyers journey. A recent study found that 90% of B2B buyers are more likely to purchase after reading a trusted review.
Below is an example of a typical B2B customer journey:
• The prospect sees a post on LinkedIn about the product or service.
• They ask a coworker about the product or service on a messaging platform.
• Reads a blog about the product or service but doesn’t share, comment or react.
• Look up feedback on review sites.
• Searches about the company on Google.
Is It Possible To Eliminate the Dark Funnel?
Although having an all-encompassing knowledge about the B2B sales funnel is the most effective way to maximize your marketing efforts, it is simply impossible to eliminate the unknown touchpoints in the B2B buyers journey. Therefore, it’s not a question of eradicating it but rather accepting that it is a natural part of doing business in the digital space.
It’s normal for consumers to read reviews, ask for recommendations and consider different options before purchasing. This is especially true for B2B transactions since their deals involve significant investments. During this process, they may not engage with your brand directly, but this does not mean they are not interested in what you offer.
Confronting the Dark Funnel: Top Strategies for B2B Lead Nurturing
So if business owners can’t get rid of the unknown and untraceable areas in the B2B sales funnel stages, what can they do to track sales leads throughout their journey through the darkness?
Below are some of the most effective dark funnel B2B lead nurturing strategies:
Social Listening
Social listening is not a new concept in B2B lead generation, but it becomes all the more pertinent when attempting to track sales leads through the dark funnel. By monitoring social media platforms, businesses can gain insight into the conversations and trends around their brand. This information allows you to identify potential customers who are in the consideration stage of the buying process and who were otherwise accessing your content undetected.
There are many social listening tools for tracking leads, but choose one that offers real-time monitoring, sentiment analysis and the ability to track mentions across multiple platforms. However, this means you have to pay subscription fees, and without an in-house team to monitor your leads tracking efforts round the clock, you might waste this investment. So to guarantee results, you must seek the help of B2B lead generation companies with access to all the tools necessary for effective and efficient social listening.
Conduct Surveys
You cannot track the activities outside the sales funnel stages, but you can ask your leads where you heard about the business.
The “How did you hear about us” survey is a common and effective method in B2B lead nurturing since it gives you an idea of which marketing channels drive the most customers to your business. Once you have this information, you can adjust your marketing strategy to focus on the most effective areas. Additionally, surveys can help you identify any gaps in your marketing efforts and provide opportunities to expand your reach in new areas.
Utilize Big Data Tools
Big data tools can significantly aid your lead nurturing strategy by providing valuable insights into customer behavior and preferences. This software can analyze large amounts of data, allowing business owners to identify patterns and trends in customer behavior. Some platforms can even predict future actions, making it even easier for businesses to optimize their B2B lead generation efforts.
Launch Ongoing Efforts for Tracking and Measurement
The worst thing a business owner can do when dealing with the dark funnel is to ignore it. Being a B2B company in the digital space requires ongoing efforts to reach your prospects, no matter where they stand in their customer journey – even if it’s in a place you can’t track. So don’t stop or discontinue your efforts in tracking leads since most dark areas in the buyer’s journey can be illuminated with enough effort and creativity.
However, remember not to ignore your primary marketing strategies. By focusing solely on tracking leads in the dark funnel, you may neglect the importance of building relationships and establishing trust with current prospects.
Final Thoughts
The dark funnel of B2B marketing can be challenging and complex, but shedding light on it is crucial for businesses that want to optimize their lead nurturing strategy and improve their ROI. By identifying and measuring the activities of potential customers who are not yet ready to purchase, businesses can develop targeted campaigns that nurture these leads and move them closer to the point of sale.
As the digital marketing landscape continues to evolve, businesses must improve their lead-generation efforts to stay ahead of the curve. But if you feel you lack the necessary technical knowledge to guarantee successful outcomes, you can always contact B2B lead generation companies for assistance.
Partnering with a third-party company that offers B2B lead generation services can be a game-changer for your company. By outsourcing this crucial task, you can free up time and resources to focus on strengthening your current marketing endeavors. Additionally, the expertise and experience that these services bring to the table can help you generate high-quality leads and increase your conversion rates.
Thrive Internet Marketing Agency offers B2B lead generation services that accelerate your growth. Feel free to reach out to us if you need effective digital marketing solutions. We also provide content writing and email marketing services for a well-rounded lead generation strategy that is guaranteed to deliver favorable outcomes.
Contact us today!
