Finding and Using Attribution Data From the Dark Funnel with Kerry Cunningham

In this episode of The RevOps Corner, Kerry Cunningham, research and thought leadership expert at 6sense, joins host Eddie Reynolds to discuss the concept of Dark Funnel Attribution. He shares key insights from the 2023 6ense B2B Buyer Experience Report and explores the challenges B2B SaaS companies face as they attempt to understand where their buyers are originating.

With a deep dive into the buyer experience, including an examination of intent data and AI's role in analyzing it, you'll leave with valuable advice and strategies for improving your go-to-market approach.
00:03 Introduction and Today's Topic

04:38 Defining the Dark Funnel

07:00 The Importance of Anonymous Traffic

12:30 Getting Deeper Attribution Insights

19:49 How Buying Teams Make Decisions

24:18 What AI Can Do For Attribution

32:38 The Importance of Knowing Your Audience

38:23 Capturing and Acting on Buyer Intent Data

45:08 How the Best BDRs Increase Revenue

49:23 Conclusion: The Future of B2B Marketing

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