// Marketing
Dark Funnel
Also known as Dark Social
The un-attributable buyer research that happens off your properties, podcasts, Slack groups, LinkedIn, ChatGPT.
In depth
Popularised by Chris Walker. Most B2B buying decisions are influenced in the dark funnel and then attributed to whichever last-touch channel the buyer eventually hits. Modern GTM optimises for dark-social presence, not attribution.
Related terms
Thought Leadership
Original, opinionated content from named executives that shapes how a market thinks about a category.
Demand Gen
The marketing discipline of creating and capturing buyer intent, paid, content, events, community.
Buyer Journey
The stages a buyer moves through, awareness, consideration, evaluation, decision, post-purchase.