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Most marketing campaigns are doomed beforehand because of naive B2B funnels.

​ The B2B companies that still think that their customers have a linear buying process like:

​- Saw the ad / Outreach message / Website snippet on Google and clicked the CTA

​- Arrived at the landing page and submitted a form or purchased the product

​... are burning the marketing budgets.

​ The truth is that the decision-making process usually happens in "the dark funnel":

​- Communities where your customers ask their peers for the recommendation

​- Live events of industry thought leaders

​- Social media

​Companies don't invest in creating demand and building visibility where the buyers hang out because:

​a) They can't attribute it to revenue

​ b) They don't understand when and how they can generate leads

​ c) It requires investing in demand generation, hiring content marketers, a building owned PR programs that seems to be sophisticated and unpredictable because of the 2 points I mentioned above

​Until the company cultivates the lead gen, company-centric approach, these obsolete naive lead gen funnels will exist.

​But the best part about this is that it opens the doors to a minor part of small companies that can grow pretty fast because they don't have real competition.

​ The only question is how to define the dark funnel?

​One of the ways we do it is by running in-depth customer interviews.

​I'm going to host a new episode of the Full-Funnel Podcast with Zineb Layachi where we are going to chat about how to run the customer interviews to:

​- Refine your ICP and positioning

​- Define what influences the decision-making process at your key

​- Understand the "dark funnel"



RESOURCES:
Customer interview worksheet: https://drive.google.com/drive/folders/1idmQO1DSiLAVipVIDhiIGMt-ig5jYOBJ?usp=sharing

Descript (transcribe service): https://www.descript.com/

Zineb on LinkedIn: https://www.linkedin.com/in/zineblayachi/