the dark funnel

Online purchasing behavior is not linear, but the classic attribution model wants it to be. Instead, most leads come in via word of mouth that's untrackable. In-person chats, DMs, Slack conversations, podcast mentions, etc.

Because you can't measure those, it's called the dark funnel.

I've heard that Wynter gets all its leads through the dark funnel

by mrB2B April 13, 2022

best practice

You're an idiot if you're not doing at least that

Every idiot knows that less form fields is a best practice

by mrB2B May 28, 2018