Illuminating the dark funnel: Moving away from marketing attribution

From communities, social posts to word-of-mouth referrals and podcasts, the B2B buyer’s journey involves many touchpoints that traditional marketing attribution can’t see. This is known as the dark funnel.  

And with nearly 70% of B2B buyers having done their own research before contacting a sales representative, it’s more challenging than ever to know which marketing activities are actually working.  

Hosted by Sonia David, Vice President, B2B Marketing Practice at the ANA, hear from Kerry Cunningham, Research & Thought Leadership at 6Sense and Ben O'Dell, Director of Demand Generation at Exclaimer, as they uncover the secrets of the dark funnel and how to turn them into revenue. 

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