Today, the most pivotal steps of a buyer’s journey might be the ones you don’t see.
Today’s buyers navigate an unseen path known as the ‘dark funnel’. They traverse peer review sites, social media, and online forums, often leaving businesses in the dark about what they’re researching. As buyers gravitate towards less visible channels like community discussions and podcasts, businesses must recognize and adapt.
Because buyers spend so much time in the dark funnel, they can make the bulk of their buying decision before you even know who they are. In fact, by the time they reach a salesperson, the buyer’s decision might already be made.
The 'dark funnel' signifies a broader trend: the decentralization of information. Buyers now embark on a substantial part of their purchasing journey independently, often before any direct engagement with sales teams.
To thrive, businesses must reach out where their buyers are—often in places that are hardest to reach and difficult to measure. Here’s how:
- Distribute Tailored Content: Dive into channels frequented during the ‘dark funnel’ journey. From insightful podcasts to engaging blog posts, content that resonates can elevate a brand’s presence.
- Engage Where They Are: Be active on influential B2B platforms. Webinars, Q&A sessions, and direct engagement can bridge the gap between businesses and potential buyers.
- Create Events with Impact: Hosting or sponsoring industry events isn’t just about visibility—it’s about connection. It’s a chance to address customer needs directly.
- Organic Social Engagement: It’s not about sales pitches on social media; it’s about conversations. Address concerns, provide insights, and guide without pushing.
- Leverage Third-Party Voices: Harness the power of industry influencers and positive press to shape and amplify brand perception.
- Know Your Buyer: Dive deep into understanding buyer personas. What channels do they frequent? What content resonates? Tailored strategies can make all the difference.
In the dynamic realm of the 'dark funnel', it's not enough to merely recognize and adapt to current trends. The landscape is in constant flux, and what works today might not be as effective tomorrow. This underscores the critical importance of establishing feedback loops. By actively seeking feedback from both potential buyers and sales teams, businesses can gain invaluable insights into the efficacy of their strategies. This feedback, when analyzed and acted upon, becomes the cornerstone of continuous learning.
In essence, the 'dark funnel' isn't just a challenge to be met but an opportunity for ongoing growth and evolution. Success hinges on understanding and aligning with where buyers now research and decide, ensuring relevance in the face of the ‘dark funnel’. Companies must innovate, diving deep into these emerging channels to foster genuine connections and drive impactful engagement.
