Dark Social Secrets Unveiled

If you’re waiting for intent data before you go and actually start marketing, or start sales, you are way too late.

Episode Summary

Chris Walker — Founder and CEO of go-to-market strategy firm Refine Labs — joins Connor to pull back the curtain on dark social and the dark funnel. Discover how to capture intent data long before your potential customer “funnels out,” why you should look beyond lead counts, and the missing piece in most B2B sales and marketing strategies.

Key Takeaways

• When B2B sales teams fail to empower their marketing teams with the right measurements, metrics, and goals, they limit their ability to conduct actual marketing — and that’s the missing piece in their strategy.
• Don’t focus solely on lead numbers. Look at how much pipeline your marketing brings in, where it comes from, and how it happens.
• Dark social is around 99% of the market. When potential customers are outside the buying cycle, you can’t collect or track their intent data, which keeps your approach reactive instead of proactive. And you’re going to miss out on a lot of sales.

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