GTM Live RV 103 - Dark Social: The Future of Marketing | Javelin Journeys Podcast
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Sep 15, 2023 Understanding dark social's impact on marketing strategies, prioritizing marketing for smaller businesses, and reevaluating metrics and attribution systems. The importance of B2B buyers relying on peer recommendations and the need for businesses to be present in these channels. Breaking free from restrictive frameworks in marketing to implement innovative ideas and drive success.
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Rise of Dark Social in B2B
- Chris Walker shares how B2B buyers increasingly rely on private peer networks rather than public search to make purchasing decisions.
- Access to trusted colleagues through communities, social media, and direct contacts drives much of the decision journey today.
Use Direct Customer Attribution
- Ask customers directly how they heard about you instead of relying solely on automated attribution tools.
- Using direct customer input unearths crucial marketing insights missed by software-based tracking.
Limits of Lead Gen Attribution
- Traditional marketing attribution models favor lead generation and fail in demand creation and integrated revenue models.
- Relying exclusively on leads to measure success limits marketing's ability to innovate and engage through diverse channels.