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. 

Related articles

Image Placeholder
Blog

Simplifying the message: A guide to clear marketing strategies

Learn how to cut through the noise with clear, concise, and engaging marketing strategies. Discover the power of simplicity with proven examples.

Read more
Image Placeholder
Blog

When does personalization become intrusion? The balancing act for marketers

Discover how to achieve the perfect balance between personalization and intrusion in marketing. Engage your audience responsibly with expert insights.

Read more
Image Placeholder
Blog

Rethinking engagement: How digital overload is impacting marketing

Discover how digital overload impacts marketing and learn innovative strategies to boost sustainable engagement in the digital age. Rethink your approach for effective and balanced marketing.

Read more
Image Placeholder
Blog

Simplifying the message: A guide to clear marketing strategies

Learn how to cut through the noise with clear, concise, and engaging marketing strategies. Discover the power of simplicity with proven examples.

Read more
Image Placeholder
Blog

When does personalization become intrusion? The balancing act for marketers

Discover how to achieve the perfect balance between personalization and intrusion in marketing. Engage your audience responsibly with expert insights.

Read more
Image Placeholder
Blog

Rethinking engagement: How digital overload is impacting marketing

Discover how digital overload impacts marketing and learn innovative strategies to boost sustainable engagement in the digital age. Rethink your approach for effective and balanced marketing.

Read more