Is There a Balance Between Creation and Capture Channels?

Steve Voith (Director of Demand Gen @ Refine Labs), appeared as a guest on the Ideally Content Consulting podcast to talk about dark social. The majority of the B2B buying journey happens via word of mouth and in places where attribution software can't track, such as in communities and on social platforms. Steve breaks down what defines dark social and how he sees it playing out both at Refine Labs and at the SaaS companies he works with there, as well as how to determine where to allocate your marketing spend and resources based on where your customers are.