The Importance of Dark Social in Business

Word-of-mouth has long fueled the success of countless companies, big and small. But over the past several years, through the rise of the digital age, word-of-mouth has evolved into something with unlimited potential — something known as dark social. Now, a recommendation (or negative feedback) can reach millions with a single click of a ‘share’ button.

On this episode of Winning the Challenger Sale, we speak with Chris Walker, CEO of Refine Labs, who, as a pioneer of dark social, explains just how far a single share can go. Modern buyers want to make their own decisions and look for recommendations from trusted sources — we dive into just how you can leverage that to maximize your reach and growth.

Join us as we discuss:

• How dark social’s scale far outweighs word-of-mouth
• The undeniable value of product-led growth
• Segmenting and executing your sales process based on buyer intent