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3 Questions B2B Marketers Should Ask About the Dark Funnel in 2023

January 9, 2023

Via: CMSWire
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Remember the quote of debatable origins that goes something like this (I’m paraphrasing), “I know half of my advertising works. I just don’t know which half.”

The conversation around the “dark funnel” is giving B2B marketing a similar identity crisis.

The carefully constructed and measurable B2B buying funnel is not as linear and clear-cut as marketers would like to think. There are multiple nonlinear touchpoints, that we cannot control, influence or measure, but which significantly impact the buying decision. And they make up 75% or more of the path to purchase. All such unknowable, unmeasurable, un-influenceable touchpoints are, in a nutshell, the “dark funnel.”

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