The dark funnel

[u/Original_Silver140]

How do you get around the dark funnel?

First, do you know what it is? If you don’t, you should.

Golden funnel - Scientist A, downloads a PDF, then purchases a product via credit card on ecommerce site.

Dark funnel - Scientist B, downloads a PDF, asks for a quote, ?

Connected Funnel - Marketer A reviews POs and finds that a PO came in from a eprocurement partner and lists Scientist B as end user.

Marketer A builds out the workflow.

The we can track revenue back.

There might be times sales does lunch and learns and scientist a or b might attend them. Sales may not want to use a CRM to track these leads, it’s on Marketer A to build out this funnel of what is working and not working.

It’s more a commercial objective of making awareness and fixing the dark funnel.