Unlocking Dark Social- The Hidden Power of B2B Marketing Channels

In a recent episode of Pulse by Intuji, Chris Wallker - CEO @ Passetto, goes over the phenomenon of dark social and its impact on B2B marketing strategies. As the internet evolves, traditional data tracking and attribution methods are becoming increasingly insufficient for capturing how B2B buyers actually gather information today.

"Dark social refers to the myriad of channels—podcasts, YouTube, social networks like LinkedIn, Facebook, Instagram, TikTok, private communities, and third-party events—that B2B buyers use to get information. These channels often don't create intent data and aren't tracked by touchpoint-based attribution systems."

Chris explains the transformation in information access for B2B buyers, who, unlike in 2012, now have a plethora of resources at their fingertips, making it difficult for companies to track and measure the influence of their marketing efforts.

This shift underscores the need for businesses to rethink how they understand and engage with potential customers in an era where much of the buyer's journey occurs outside traditional monitoring tools.

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