Dark Social is B2B Marketing's Secret Weapon
If you’re waiting for intent data to start doing marketing, you’re way too late. By the time you see intent data, a major portion of the buying process is already complete.
Too often, marketers think they’re being data-driven but are letting their attribution software lead their strategy in the wrong directions. The most important touch points in a B2B buyer’s journey happen in places that can’t be tracked.
When you see an intent signal, your buyer has already talked to their peers about what strategies they’re implementing and what products they’re using. They’ve set their business priorities. They’ve decided what features are most important to them. They’ve selected a preferred vendor. They’ve validated these decisions with peers that they trust. They completed these critical, major steps in their buying process in Dark Social - places where there’s no tracking and no intent data.
These places include: