What is dark funnel — Chris Walker // Refine Labs
- Part 1Measuring marketing without vanity metrics
- Part 2 What is dark funnel — Chris Walker // Refine Labs
Show Notes
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01:51Understanding dark socialDark social is when B2B professionals use communications channels that dont get tracked by attribution software.
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04:00How to approach attributionThe truth is not everything will be tracked by attribution software. So you have to put other measures in place, like forms, to find out how people discovered you.
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06:14Where attribution software misses the markAttribution software fails to adequately measure channels like word-of-mouth or social media. Attribution software is not necessarily wrong, but you dont want to depend only on this.
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07:29How to grow your businessThe data you get from attribution software is not always gospel. Incorporate different mechanisms to help determine where you should be spending your marketing dollar.
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08:50How to think about awareness versus considerationTake the approach of creating demand for what youre offering. Capturing the demand is important, but equally important is figuring out what creates the demand.
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12:02Understanding the digital connectionMarketing involves multi-touch attribution. People can hear about you and take no action right away. But it still pushes them to take action. And it can be through a totally different channel.
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13:49Properly using marketing channelsDont just use a channel for the sake of attributing actions to it. Use marketing channels to engage with customers and create meaningful experiences.
Quotes
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"There has been opened up word-of-mouth channels between B2B professionals… none of it gets tracked by attribution software and none of it creates intent data." - Chris Walker, CEO, Refine Labs
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"The attribution Mirage is where companies are following attribution software, thinking that they're super data-driven. And they're actually being led astray." - Chris Walker, CEO, Refine Labs
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"I believe that most companies make the wrong decisions because they rely too much on attribution software and not enough on common sense." - Chris Walker, CEO, Refine Labs
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“For our consulting business we sell to B2B tech, SAAS. And we've implemented it on several B2B SAAS companies that sell software to HR leaders or finance leaders, etc, for $50,000 a year.” - Chris Walker, CEO, Refine Labs
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“It's not that attribution software is wrong. It's that attribution software is favoring lower funnel channels that people pass through when they're ready to buy...” - Chris Walker, CEO, Refine Labs
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“Attribution software based attribution fails to measure social media accurately. It fails to measure communities at all. It fails to measure word of mouth at all. It fails to measure podcasts at all.” - Chris Walker, CEO, Refine Labs
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“Social media for us is under-reported by about 70%. And then what the attribution software says is that 85% of our leads and our opportunities come from organic search or direct traffic.” - Chris Walker, CEO, Refine Labs
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“Use capture demand attribution with multi-touch attribution software. But you need an additional layer of whats creating demand in channels that arent typically attributable” - Chris Walker, CEO, Refine Labs
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“You need to create demand. And then you have to have set ups to capture it.” - Chris Walker, CEO, Refine Labs
- Part 1Measuring marketing without vanity metrics
- Part 2 What is dark funnel — Chris Walker // Refine Labs
Up Next:
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Part 1Measuring marketing without vanity metrics
Chris Walker, the CEO of Refine Labs, explains the difference between right and wrong in marketing. Today, a lot of marketers get distracted by metrics that don’t even affect their bottom line. You want to be looking at factors that count toward your business success. So today, Chris talks about measuring marketing without vanity metrics
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Part 2What is dark funnel — Chris Walker // Refine Labs
CEO of Refine Labs, Chris Walker, discusses the do’s and don’ts of marketing. Attribution is something that many marketers have been trained to heavily depend on. But you can’t always take attribution software data as gospel. Today, Chris explains what exactly is dark social.
