Podcasts about dark funnel

Chris sat down with Clark Barron for the very first episode of the Demand Gen Therapy Podcast! They discuss the concept of the Dark Funnel and Dark Social in B2B marketing, and Chris emphasizes the need for companies to shift their operating models and align marketing and sales strategies with revenue team KPIs. He also highlights the importance of primary market research and standardized data models in making data-driven decisions. Key Takeaways: -Dark Social refers to the channels and platforms where B2B buyers research and make purchasing decisions that are not tracked by traditional attribution software. -The Dark Funnel is focused on using account-level intent data to capture existing market demand. -Companies need to shift their operating models and align marketing and sales strategies with revenue team KPIs. -Primary market research and standardized data models are essential for making data-driven decisions in B2B marketing. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

In dieser Folge klären David Chevalier, Co-Founder & CEO von Surfe und Andreas Graßer, Channel Account Manager bei HubSpot, über die dunkle Seite des Marketings auf - Dark Funnels. David und Andreas erklären, wie und was du mit Dark Funnel erreichen kannst und worauf du beim Marketing von heute achten solltest.  Themen: [03:21] Surfe [06:42] Was ist ein Dark Funnel?  [10:38] Beispiele für Dark Funnel Aktivitäten [15:32] Wir haben mit Dark Funnel angefangen   [18:19] Social selling im Online Marketing  [19:56] Startups vs. große Unternehmen [26:44] Social Proof und die dunkle Seite der Macht  In der Show erwähnt: Anmeldung für HubSpot auf der DMEXCO: https://hubs.la/Q020mnxS0 DMEXCO-Ausstellerprofile von HubSpot, Trialta und Aircall Social-Selling-Guide: https://offers.hubspot.de/social-selling-guide Feedback? Gerne an podcast-dach@hubspot.com  Mehr über uns unter: https://www.hubspot.de/podcasts/listen-and-grow

The “dark funnel” gained attention when marketers realized prospects were beginning the customer journey sooner than they'd thought. And they weren't measuring it.The earliest stages of the buyer journey happen before marketers can identify prospects engagement or without those consumers providing any personal information. These dark funnel touchpoints take place through off-site channels like word of mouth, organic social, reviews, third-party communities, and even podcasts. In this episode, Elena, Rob, and Angela are joined by Director of Analytics Jordan Rossler to talk about the challenges (and benefits) of the dark funnel plus how to set your marketing campaigns up for measurement success. Topics covered: [02:30] What is the dark funnel in marketing?[07:00] How are privacy changes impacting measurement?[09:00] Using multiple models to shed light on the dark funnel[13:00] How to use a “How did you hear about us?” survey[15:30] Where should marketers start with testing a channel's effectiveness?[17:00] How to approach test design with intentionality[20:00] Using creative pretesting to set marketing tests up for success To learn more, visit marketingarchitects.com/podcast. Resources: MarketingProfs Article 2021 6sense Blog 2022 LinkedIn Post Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Chris was asked to speak with a group of thought leaders as they invest their time in growth. They kick off the conversation by discussing dark social and the fundamental differences between Dark Social and Dark Funnel. Chris dispels myths about certain industries being “different” in the way their buyers cling to traditional ways of buying, then questions roll in about Account Based Marketing, finding an Evangelist outside your organization, scrutinizing the effectiveness of booths at events, and more! If you have questions for Chris, join the Revenue Vitals Live conversation on zoom by registering here, or submit them ahead of the call here! Also make sure to check out The Vault, where you can find full depth insights and IP beyond the high level live event.  Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm.

Chris is back and had a productive hour of live chats with listeners where he addressed their questions, and got to chat back and forth through their specific scenarios. Some topics included: Explaining Dark Funnel to a CEO: how to better understand breaking down the concepts clearly as well as bringing it to life in application LinkedIn Promoted Posts: a reflection on the new feature that allows personal brands to post on behalf of companies, and thoughts on influencer marketing beyond LinkedIn YouTube Video: where to start and which format of video to focus on right now Self Reported Attribution: metrics to watch that will identify potential future success and failure (with an important caveat) And more! If you have questions for Chris, join the Revenue Vitals Live conversation on zoom by registering here, or submit them ahead of the call here! Also make sure to check out The Vault, where you can find full depth insights and IP beyond the high level live event.  Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm.

The buyer's journey is changing, which means marketing and sales funnels are changing too. With buyer behavior shifting to self-education and solo research, go-to-market teams are having to rethink the buyer's journey. The buyer's journey is not linear, and it can be difficult to understand all the touchpoints that influenced your buyers' decisions. You may feel in the dark about what's truly happening in your buyer's journey. In fact, there's a term for these “dark” touchpoints: The Dark Funnel. And today, we're going to explore how you can conquer dark funnel marketing and use it to improve win rates and revenue.

In this episode, Joe McNeil of Influ2 talks about the role of sales and how there is light at the end of a dark sales funnel.  #darkfunnel #bigtincan sponsored by http://www.Bigtincan

This episode features an interview with Daniel Bornstein, Vice President, Head of Growth, Technology Vertical at Genpact. Genpact is a global professional services firm that makes business transformation real. Daniel is a veteran of the consumer internet space and has a specialization in B2B2C. At Genpact, he oversees growth for the technology verticals. Daniel managed the new business development team for Google in the UK and has also worked within the M&A landscape, playing a central role in a data marketplace IPO. In this episode, Daniel discusses the importance of fostering organic lead flow, the secret sauce of service lines, and why RevOps is an invention of the SaaS model.  Guest Bio:Daniel is a veteran of the consumer internet space and has a specialization in B2B2C. At Genpact he oversees growth for the technology verticals. Before joining Genpact, he held senior positions within high-growth startups and publicly traded companies. Daniel managed the new business development team for Google in the UK and has also worked within the M&A landscape, playing a central role in a data marketplace IPO. Daniel's domain expertise has been centered in business development within digital advertising, online marketplaces, and data companies. Daniel holds a bachelor's degree in international relations and a master's degree in economics from the London School of Economics.—Guest Quote“How can we have those conversations? How can we illuminate that dark funnel before you get to that point? I know that's very important to our marketing group. It's very important to me.” - Daniel Bornstein—Time Stamps:*(03:39) - Daniel's controversial view on RevOps *(11:35) - Genpact's secret sauce *(14:40) - Quality vs quantity *(19:15) - RevObstacles *(23:34) - The Toolshed *(35:26) - Prioritizing the funnel *(38:23) - Quick Hits—Sponsor:Rise of RevOps is brought to you by Qualified. Qualified's Pipeline Cloud is the future of pipeline generation for revenue teams that use Salesforce. Learn more about the Pipeline Cloud on Qualified.com. —Links Connect with Daniel Bornstein on LinkedInConnect with Ian Faison on LinkedinCheck out the Genpact Website

► Why shouldn't you discount? Tara Robertson is senior manager for Demand Generation @ Chili Piper

Dark funnel: Alle de konverteringer, du ikke kan se, hvor kommer fra. Det er særligt udtalt i B2B og SaaS, men det gælder også for webshops.

Alessandra Colaci joined Mailshake as VP of Marketing in 2020. For two years now, she's been leading with an approach to keep things simple and smart. For Mailshake, keeping things simple is important. As a sales outreach tool, they're in a crowded market, so their strategy is to rise to the top with effective simplicity. They also have the advantage of being a marketing forward company with Sujan Patel as CEO. That's something Alessandra really values about her workplace. She tells us about that in the interview. She also shares what she's looking to next, dark social. Dark social a big buzzword right now, but Alessandra is already focusing on how leadership is going to need to change their approach to marketing as it continues to evolve and become more prevalent.Join us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

Getting specific about your ICP is an old saw—but why then aren't more companies marketing efficiently?Our guest, Annie Wissner, says the reason is because we've become too used to bull markets where you have wiggle room in marketing execution. “We're still in that digital wave where it's primarily about Google Search, but there's a lot of other methodologies that can be utilized to get to customers and prospects in a much lower cost and effective manner.”The times they are a changing—and those of us like Annie that have been through three recessions have a good idea about what comes next.Bottom line, the companies that operate marketing with efficiency will thrive and those that don't…Well, don't be in that category. Check out this episode for some clear strategies you can execute on immediately.

Durch die besagte Cancel Culture steigt der Anteil der passiven Nutzer und damit auch der Anteil der Nutzer und Nutzerinnen, die nicht öffentlich Meinung beziehen. Die Folge: eine hohe Anzahl an nicht trackbaren Dark Interactions. In dieser Folge haben wir uns mit den Fragen beschäftigt, wie der realistische Marketing Funnel eigentlich aussieht und was Marken tun sollten, um das Thema der Dark Interactions richtig einordnen zu können. Viel Spaß beim Reinhören und hier lang zu unserem Retreat: https://www.heisseluft.marketing/retreat-contentdilemma! Falls Dir die Folge gefallen hat, freuen wir uns sehr auf Dein Abo und/oder eine Bewertung:

We spend so much time and resources building great campaigns for our customers, don't we? So, think about what kind of magic we can create, if we were to invest that same energy and resources into creating awesome internal marketing campaigns for our employees? Why? Because impactful internal marketing campaigns help to engage and empower employees to be better able to deliver on the brand promise...and to be powerful advocates of the company brand to our customers.In this last episode of Season 2, CEO and Co-founder of Workshop (this podcast's Season 2 sponsor), Rick Knudtson, will take us through everything you can do to  create internal marketing campaigns that win. In this conversation, we'll cover:What companies need to do first, before starting to create those campaigns;Steps that need to be included in the campaign creation process;Choosing the most effective channels for those campaigns; andMeasuring campaign effectiveness.Thanks for listening!If you're not already subscribed to The Internal Marketing Podcast, then do join the tribe and subscribe, leave a review and share the podcast with anyone in your network whom, you believe, will find it valuable. And, yes, I'll be back for Season 3!! The first episode goes live on July  18, 2022.  See again soon!! ABOUT WORKSHOP  (Season 2 Podcast Sponsor)Workshop is an internal marketing platform for creating beautifully branded, employee-specific campaigns. It replaces any internal email tool that you have and integrates with the other communication channels your team uses the most (including Slack, SharePoint, and Microsoft Teams).Head on over to useworkshop.com/marketing to get a ton of awesome (and FREE) content and resources about how you can create and implement internal marketing campaigns and employee advocacy programs for your company. Also, sign up for their newsletter at happymondayclub.com  

This week our host Ian Truscott and Jeff Clark, former Research Director at SiriusDecisions/Forrester and sought after marketing strategy advisor, continue the Five F'in' Marketing Fundamentals series, this week diving into communicating our story. Ian chats with former VP and Principal analyst Kerry Cunningham now with account-based engagement platform 6Sense. Aside from his seven years with SiriusDecisions/Forrester advising some great B2B brands on marketing operations and demand generation, Kerry has more than 25 years of experience in B2B demand generation and management. His experience spans a broad array of industries and markets, and he is considered a thought leader in designing and implementing demand marketing processes, technologies, and teams. Ian then winds down the week with a man once described as a likeable Mark Ritson, his content marketing guru, Robert Rose, the Chief Trouble Maker at the Content Advisory. Over a cocktail, Robert shares what we can learn from the pope in the pool story from screenwriting. Enjoy!  The people: Ian Truscott on LinkedIn and Twitter  Jeff Clark on LinkedIn and Twitter Kerry Cunningham on LinkedIn and Twitter Robert Rose on Twitter and LinkedIn The mentions: The Greatest Sales Deck I've Ever Seen - Andy Raskin Matthew Woodget - GoNarrative The 6Sense website A Deep Dive into the Dark Funnel by Kerry Cunningham Kerry Cunningham's work at Forrester | SiriusDecisions The Pope In The Pool Story - Robert writing on Medium Robert's The Content Advisory Blog Robert's podcast with Joe Pulizzi - This Old Marketing  Robert's new series on YouTube with the Content Marketing Institute   The music: Piano Music is by Johnny Easton, shared under a creative commons license Stienski & Mass Media - We'll be right back on YouTube Tell Me Something Good by Rufus and Chakka Khan - on Spotify Previous episodes, show notes and transcripts are on Rockstar CMO FM and the podcast is available on all your favorite platforms, including Apple and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

What You Need to Know About the DARK Funnel! - CC #070If you would like the chance to Mentor, Network, and Mastermind on your marketing with high-level executives, experts, and business celebrities … We'd like to personally invite you to attend a FREE B2B Mentors Marketing Mastermind: www.activeblogs.com/liveevent/Follow and connect with the host, Connor Dube on LinkedIn here: https://www.linkedin.com/in/socialsellingexpert/Instagram: connor_dubeIf you're already thinking you need to find a more efficient way to conquer your monthly B2B content like blogs, newsletters, and social media – we'd like to show you how we can improve the quality, save you tons of time, and achieve better results! To learn more visit www.activeblogs.com

How can you measure the impact of unmeasurable leads and tactics? Dark social and the dark funnel are hard to both define and measure, but they could be a significant part of your leads and conversions. Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing at Metadata, explore the concept of dark social and the dark funnel and what you need to know about them.  Find out: What dark social and the dark funnel mean Why brands should focus on building trust and relationships How Metadata nurtures potential customers Watch the full session to learn more about harnessing the power of dark social and the dark funnel. 0:00 – 1:07 Introduction 0:40 – 2:27 How to get clear on your ICP 2:27 – 8:23 The easiest ways to define your ICP 8:23 – 10:33 How to analyze your customer data 10:34 – 12:51 Why you should focus on the people to help identify your ICP 12:52 – 16:03 How to find customers that are a good fit based on the tools they already use 16:03 – 19:28 Looking at customer intent data sources 19:28 – 25:01 Why you need to find unique sources of data 25:02 – 28:27 What to do if you don't know your ICP yet 28:27 – 32:58 How to start testing ICPs 32:59 – 35:50 How important audience size is 35:51 – 37:10 Roundup If you'd like to learn more, reach out and schedule a demo: https://metadata.io/ (https://metadata.io/)

In this episode of B2B Nation, we're talking to Eric Dates, Director of Growth Marketing at Ncontracts, about how marketers can influence the dark funnel and dark social conversations, coming to grips with not being able to see and measure everything we do, the impact of LinkedIn on the B2B marketing community, and more. Episode Guide 1:26: Messaging for complex topics in a world of text skimmers and soundbites. 3:18: The obstacles that the dark funnel and dark social create for buyers. 7:00: What have the last two years taught Eric about marketing? 11:30: Why Eric thinks B2B marketers and their community are the biggest advancement in marketing in the last 10 years. 14:45: Does martech give marketers more space to think creatively? 18:35: What gets Eric excited about the next two years? 22:28: What is Eric's favorite tool? Learn more about TechnologyAdvice: solutions.technologyadvice.com/solutions-overview/ Sign up for our newsletter: solutions.technologyadvice.com/subscribe/ Follow us: www.linkedin.com/showcase/technol…and-gen-insights

In this episode of B2B Nation, we're talking to Eric Dates, Director of Growth Marketing at Ncontracts, about how marketers can influence the dark funnel and dark social conversations, coming to grips with not being able to see and measure everything we do, the impact of LinkedIn on the B2B marketing community, and more. Episode Guide 1:26: Messaging for complex topics in a world of text skimmers and soundbites. 3:18: The obstacles that the dark funnel and dark social create for buyers. 7:00: What have the last two years taught Eric about marketing? 11:30: Why Eric thinks B2B marketers and their community are the biggest advancement in marketing in the last 10 years. 14:45: Does martech give marketers more space to think creatively? 18:35: What gets Eric excited about the next two years? 22:28: What is Eric's favorite tool? Learn more about TechnologyAdvice: solutions.technologyadvice.com/solutions-overview/ Sign up for our newsletter: solutions.technologyadvice.com/subscribe/ Follow us: www.linkedin.com/showcase/technol…and-gen-insights

Meet Alessandra Colaci, the VP of Marketing at Mailshake, an email automation and sales engagement platform that helps people make great first impressions with their prospects at scale through cold outreach. Alessandra's 15-year digital marketing career spans from B2B SaaS to B2C eCommerce.In this episode, you'll hear about a LinkedIn initiative Alessandra has led for the last six months that not only gets her employees involved, but also excited about posting valuable content for their audience. You'll learn what successful posting looks like, why it's important to have an internal advocate on every team you want to activate, and the tangible and intangible results obtained from this initiative. Enjoy!Notes- 01:40 Reaching People Who Haven't Opted In- 02:10 Engaging With the Sales Audience on LinkedIn- 03:05 Enabling Employees To Post on Their LinkedIn Profiles- 06:00 Activating and Encouraging New Sales Hires To Post- 06:45 What Successful Posting Looks Like- 07:55 LinkedIn Training and the Ideal Posting Frequency- 10:20 The Benefits of No Posting Expectations or Guidelines- 11:35 Intangible Benefits From This Initiative- 16:00 Data-Focused Marketers and the Dark Funnel- 19:30 What's Next for This Initiative- 21:10 Leadership Challenges: Deeply Understanding the Audience- 22:20 Lightning Questions 

CEO of Refine Labs, Chris Walker, discusses the do's and don'ts of marketing. Attribution is something that many marketers have been trained to heavily depend on. But you can't always take attribution software data as gospel. Today, Chris explains what exactly is dark social. Show NotesConnect With:Chris Walker: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

CEO of Refine Labs, Chris Walker, discusses the do's and don'ts of marketing. Attribution is something that many marketers have been trained to heavily depend on. But you can't always take attribution software data as gospel. Today, Chris explains what exactly is dark social. Show NotesConnect With:Chris Walker: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

The way that companies measure marketing is still incredibly flawed, mostly because they don't measure what's important — customer feedback. But where are B2B customers really hanging out? You won't find out by sticking to the old playbook. In this episode, I interview Chris Walker, CEO at Refine Labs, about why businesses need to change their mindset so that marketing can upgrade from outdated tactics and find customers where they really are. Join us as we discuss: Why gated content, MQLs, and other marketing tactics are outdated How B2B buyers have changed and where they are getting their information from Having a point of view and communicating it to customers The biggest mistakes in software attribution and metrics measurement Leveraging employees social media presences (yes, even TikTok) to sell your product What B2B should learn from B2C   Check out these resources we mentioned during the podcast: Refine Labs' State of Demand Gen podcast Refine Labs on YouTube   Never miss an episode of Ungated Marketing by subscribing with Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get our daily shot of podcast knowledge.

The Dark Funnel with Tom Augenthaler Tom Augenthaler and Joe Lynch discuss the dark funnel. As the founder of an influencer marketing company, Tom helps companies tell stories that make the customer the hero. Having customers and influencers talk positively about your company is one of the best ways to attract and win new business. About Tom Augenthaler Tom Augenthaler is the Founder and CEO of The Influence Marketer. On the website, Tom shares his ideas and knowledge of influencer marketing with others looking to learn about this powerful strategy. Tom is a pioneer in the space and has been working with influencers since 2007 while with Hewlett Packard, and as a consultant helping corporate clients since 2009.  He is an international speaker, corporate trainer, and recognized as one of the Top 50 experts in the field by Talking Influence. Tom writes for several media outlets including Social Media Examiner and Social Media Today. Tom earned a Bachelor of Arts in History from Gettysburg College and a Master of Liberal Arts in English and American Lit from Harvard University. About 551 Media and The Influence Marketer The Influence Marketer is the best place to learn about B2B influencer marketing. Tom Augenthaler has been helping top brands utilize B2B influencer marketing since 2007, he is a true pioneer in the space. The Influencer Marketer provides lots of free content on influencer marketing and is the place to go for any company looking to start or improve their use of influencer marketing. Tom offers full team training on the many different aspects of the process, one on one mentoring, or strategy calls. He consults digitally and in-person to help B2B businesses build a marketing strategy that is right for them. Key Takeaways: The Dark Funnel Tom Augenthaler is the Founder and CEO of 551 Media, where he helps B2B companies build brand affinity with influencers. In the podcast interview, Tom explains that the dark funnel is a customer's purchasing journey that occurs off-site through social, paid, competitive, influencer and other channels not controlled or visible to the brand. In recent years, marketers have come to rely on sales funnels that culminate in a marketing generated lead, but increasingly savvy customers are avoiding the tactics and methods (webinars, white papers, cold calls, etc..) that put them in the sales funnel. Instead customers are educating themselves about their buying options via articles, blog posts, social media, videos, influencers, etc.. outside the view of the sales and marketing team. Prospects from the dark funnel often contact companies with a good understanding of the company's service offering and very close to making their buying decision. Marketing tools that enable marketers to engage, track, and contact prospects are great, however, some brands have been over-zealous and savvy customers are keeping themselves off the radar and in the dark funnel. Recent research by Sirius Decisions and Forrester suggests that 67% to 90% of the customer's purchasing journey is in the dark funnel - consuming off-site content. Tom and his team help companies navigate the dark funnel. They empower businesses to inspire, educate, and persuade through influencers. Learn More Tom Augenthaler Linkedin Tom Augenthaler Twitter The Influence Marketer A Better Way to Reach Your Target Market with Tom Augenthaler The Customer is the Hero with Tom Augenthaler The Logistics of Logistics Podcast If you enjoy the podcast, please leave a positive review, subscribe, and share it with your friends and colleagues. The Logistics of Logistics Podcast: Google, Apple, Castbox, Spotify, Stitcher, PlayerFM, Tunein, Podbean, Owltail, Libsyn, Overcast Check out The Logistics of Logistics on Youtube

The move to digital has changed the marketing function and has created gaps that marketers need to be aware of. Without a firm understanding of how to capture the initial attention of the customer, you're leaving revenue on the table. Chris Walker, CEO at Refine Labs, discusses these gaps and his new framework to uncover the dark funnel.Chris covers:Acknowledging the gaps Developing a new framework for marketingAudience questions & answersThis is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.Listening on a desktop & can't see the links? Just search for Flip My Funnel in your favorite podcast player.

Every once in a while you have a conversation that truly changes how you think about the world. This episode was that kind of experience for me. Latane Conant is a thoughtful and thought-provoking proponent of a new way to think about marketing for B2B marketing leaders.In one of the densest 30 minutes you'll invest in your marketing career, Latane covers these topics and more:Calling for CMO title to mean Chief Market Officer, in recognition of the larger role CMOs should play vs the questionable KPIs they are often forced to report onAbandoning the MQL in favor of a more holistic view of how organizations buy and qualifying them vs individualsTargeting people and companies that fit your ideal customer profile AND who are in-market now, relying upon intent data to help reach your "dark funnel" CMOs must be maniacally focused on predictable pipeline, sales velocity formula and net retention, the foundations of the SaaS business modelThis episode and #16 with Casey Carey are really must-listens for CMOs that see the writing on the wall but don't have the blueprint for how they are going to move their SaaS companies forward. You've realized that stuff you've been doing is declining in effectiveness, but what next?Let's discuss after you've had a listen! Resources for SaaS ExecsRecently closed a funding round and need to ramp growth?Check out our comprehensive "scale-a-saas" guide:Think your website could generate more leads?Get our inbound lead generation self-assessmentWant to be a guest on SaaS Backwards?Click to meet with Ken Lempit to talk about an episode.SaaS Backwards is a free service to the SaaS community.

In this episode of the Growth Enablement Madness Podcast, we sat down with Latané Conant, Chief Market Officer at the account engagement platform provider 6sense. We discussed the reception of her recent book, which covers the next generation of account-based sales and how companies can battle the “Dark Funnel” to engage buyers when and where they want.Other discussed during the episode include: What exactly the “Dark Funnel” is, why companies tend to lose buyers there, and how this has grown into a bigger concern over the past couple of years. The role of data in helping companies gain clearer visibility in the Dark Funnel. How 6sense tackles the urgency for better data and insights in the market. How business leadership has changed over the last several years, especially in the software/SaaS industry. Tips for business leaders looking to fuel growth and scale! RELATED LINKS Connect with Latané on LinkedIn and Twitter! You can find a copy of her book here. Learn more about 6sense here. Check out the BrainSell blog for all things Growth Enablement!    Intro and Outro music by Sam Ward.

In this episode we are focusing on the development of marketing in B2B. In marketing things are changing at an exceptional speed. Marketers need to adapt och become replaceable.   Our guest, who is going to lead us through the new way of thinking B2B-marketing is Chris Walker, the CEO of Refine Labs. Chris gives us a peek into the future and the way marketing is and will be developing. We are going to address thing like:   - Is the MQL really valid in 2021? - How can we measure what we can't measure? - What is the Dark Funnel and Dark Social   Cookie tracking, GDPR - all of these things are impacting how we need to market our companies. Chris and his team have built a business in two years that would put others in awe. So lean back and get ready for an information packed episode, one you don't want to miss!  

On today's episode I joined Nick Bonfiglio, CEO of Syncari, for his Data Superheroes series. We get into my predictions for the future of demand gen, the important intersection of data and demand, and how recent shifts in data privacy should impact your GTM strategy. Let's dive in. ✌️ Show notes: The company I mention that's been forward thinking in implementing a no cookie policy is Thoughtbot. Here's an article they wrote about their stance: https://thoughtbot.com/blog/why-remove-user-tracking Follow Nick: https://www.linkedin.com/in/nickbonfiglio/ Follow Kaylee: https://www.linkedin.com/in/kaylee-edmondson/ Learn more about Chili Piper: https://www.chilipiper.com/ Demand Gen Chat is a Chili Piper podcast hosted by Kaylee Edmondson. Join us as we sit down with leaders in marketing to discover the key to driving B2B revenue. If you want benchmarks or insights on trends in the market, this podcast is for you!

Chris Walker and Megan Bowen hosted another Demand Gen Live installment last night with a heavy focus on marketing in organic channels that can't be tracked easily, if at all. Chris built off of the Dark Funnel topic and introduced Dark Social, where most of B2B buying decisions are made. He commented that "if you're waiting on intent data, you're way too late." They also answered questions about determining which channels you should be focusing on as well as how to market to non-marketers, and they did a deep dive into LinkedIn organic brand and content marketing. Chris also touched on the second agenda topic: the problem with marketing-influenced revenue. We are back with Dave Gerhardt, Chief Brand Officer at Drift, this Thursday September 2nd at 12pm EDT for another Demand Gen Expert Session. Register here to attend. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm.

We recorded Chris's LIVE session from the B2B Sales & Marketing Exchange 2021 in Boston, MA where he talks about how the marketers that are focusing on the dark funnel are the ones who are winning. This involves giving people information they want in the places they want to consume it, on their own time, as well as a fundamentally different mindset and measurement criteria. Instead of using the dark funnel to activate outbound sales, marketers should be focusing on driving signals in the dark funnel by putting valuable content there.

Alice speaks to Chris Walker, CEO @Refine Labs all about his take on the dark funnel. This episode explores real-world examples on paid ads, creating content that demands attention, measuring the dark funnel and more. --- Send in a voice message: https://anchor.fm/cognism/message

Chris Walker and Megan Bowen got the Demand Gen Live community together again last night to talk through a handful of impactful demand gen topics. They covered: How to build your holistic website funnel (with 50-100x better conversion rates than lead gen), Rethinking attribution using common sense - add these 3 measurement methods to your stack, & How marketing teams can be prepared to capitalize on new opportunities when they emerge. In addition to the agenda topics, they answered live questions about multi-touch attribution, what really drives buying decisions and how to unveil that information from a prospective customer, how to know when to give something more time vs. throwing in the towel, and using market research to refine targeting, messaging, and positioning. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm. Register for the July 8th Cognism event "The Dark Funnel & What It Means For Marketers" Chris is speaking at here: https://info.cognism.com/chris_walker_live

Chris Walker hosted a European time zone-friendly episode of Demand Gen Live yesterday where he delivered a keynote on the Dark Funnel. He explained what the Dark Funnel is and what marketers can do to capture the attention of their buyers in the places and ways in which they ACTUALLY buy. He opened up the stage to a live Q&A after the keynote and answered questions about non-conversion-based paid social, whether or not you can measure the impact of marketing in the dark funnel, intent data, how to know if your messaging is resonating, and podcasting. Register for the Norwest Venture Partners event 'The New Rules of Digital Advertising' featuring our host, Chris Walker, here: https://newrulesofdigitaladvertising.splashthat.com/

Slecht nieuws voor marketeers. Apple zette recent een verrassende stap in hun positionering als witte ridder in de privacy oorlog. Zo wordt de tracking binnen hun programma 'Mail' aan de banden geleden, met als gevolg? Targeting en het meten van data wordt moeilijker, maar geen paniek want wij kennen de oplossing! Ooit al gehoord van de Dark Funnel? --- Send in a voice message: https://anchor.fm/de-marketing-kubus/message

Gaetano DiNardi (Director of Growth Marketing @ Nextiva) made a surprise appearance on Demand Gen Live with Chris Walker last night. They covered... What The Dark Funnel Is and How Marketers Can Use it to Market Better Issues with Intent Data Marketing Momentum The Importance of Consistency Creating a top 25 marketing podcast Leaning into what you can't measure Compounding gains Distribution strategies for hard to reach audiences Targeted direct mail When to outsource expertise Getting the most SEO bang for your buck How do you know when an experiment is working or not The broken SDR model Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm.

Everyone is talking about Account Based Marketing (ABM). It's all over social media, webinars, speaking sessions, and there are books about it. It has become a buzzword in marketing, the centerstage of a magic show. But what is ABM really? There is so much hype about it don't you wish it was boiled down to just the essential keys? Listen to a marketing executive with sales, accounting, and consulting experience, one that hosts the podcast, Talking Sense, and is the CMO of 6sense, Latane Conant. She demystifies ABM and takes away the smoke and mirrors to reveal it at its core. You don't want to miss the show!   Takeaways: In marketing, consider the kind of prospect experience you want to deliver. Think about how buyers buy today and you are going to execute the practices of ABM. Marketers need to consider The Dark Funnel. It's the part of the buyer's journey that you are not able to track. For example, when buyers research your competition, or when they listen to podcasts, or when they search for certain keywords, or if there is a member of the buying team you don't know about. When you ask your prospect to fill out a form give them something better in return. Use your content marketing as a means to answer the questions your prospects are having during different stages of the purchase cycle. Think about the information that marketers can provide to sales about the account. Why is that account considered in-market? What is their buyer persona? What is their anonymous and known activity and what key-words have they searched? Segment your marketing to the different buyer personas. For example, if a competitor's product fails, how can you market to that specific group of people to reach them and show that your product and brand is the answer? The 5 Keys to the ABM Process: 1) Select the Best Accounts 2) Know About Them 3) Engage the Right Way 4) Collaborate with Sales 5) Track Real Stuff Collaborate with your sales team. They will help decide the company's Ideal Customer Profile (ICP). Finding the ICP will help the marketing team decide to which accounts they should prioritize their marketing. The 3 Keys to Sales & Marketing Alignment: 1) Trust 2) Transparency 3) Time Horizon Be aligned with the product team, think about where is the market going? What are your customers asking for? Start your marketing approach with “The Why” and establish your culture, vision, strategy, and your brand. These foundational pieces need to be understood holistically. A vision should ignite uncomfortable excitement. Push the limits and be bold. Once a vision is established, consider how you can drive that growth. Always be considering the overall pipeline, deal velocity, average deal size, and the win rates. Marketers can always learn from the sales team. The sales team members understand the business, customers, and go-to market strategy really well. Therefore, get aligned with sales! Prioritize your marketing efforts around the product, service, and buyer personas that are making your company money. Marketers cannot afford to accommodate everybody. Understand the data and go after what gets your company the best win rates. Leaders need to help create the fun, it's why people want to work for them. The fun comes from being motivated, thinking that the work is meaningful, and enjoying the team of employees.   Links: LinkedIn: https://www.linkedin.com/in/latane-conant/ Twitter: @LataneConant 6Sense Twitter: @6senseInc Podcast “Talking Sense” Twitter: @talkingsense6 Website: https://6sense.com/about-us/team/latane-conant/ B2B in the Black: https://www.b2bintheblack.com/ Meet the Senseis Webinar Series: https://6sense.com/resources/webinars/meet-the-senseis-webinar-series/    Busted Myths ABM is a buzzword that people just throw around. It's really just good marketing. It focuses the marketer to go back to the roots, the customer. This makes for a good marketing and sales experience. To execute ABM the marketer needs to think about how the go-to market strategy can be framed around how buyers buy today. Content is king. Content matters, but there is already so much of it. Content marketing efforts need to be prioritized to answering the question of what jobs do the prospects need to do, to make a purchasing decision.