DARK FUNNEL. Let's dive in. Marketers have long been encouraged to believe that they can precisely monitor the customer journey online thanks to the digital sales environment. However, the truth is that much of the customer journey continues to take place offline, and even online activities rarely follow a linear path. The customer journey is complex, with elements that aren’t immediately obvious. These hidden elements are what we refer to as the dark funnel in the online environment. As you probably noticed, marketers are facing a difficult challenge in identifying a clear path to purchase due to this twisting and complicated process that can’t be easily tracked. No more can they map the journey from need, to awareness, to consideration, to purchase — if they ever even could. The existence of those hidden elements is the reason why you should do things that won’t scale. And this is where we start talking about the dark funnel. So if the dark funnel is designed to help you better understand how customers behave, how can it be a useful part of your marketing strategy? Take a look: ✅ It’s not about knowing where customers are — it’s about understanding why they’re there ✅ It helps you define why you should do something and what to do ✅ It helps you understand how things change over time As you can see, the Dark Funnel is not a new tactic or something designed to replace traditional analytics. It’s an additional lens through which marketers can view and understand their customers. This extra insight into customer behaviors and motivations can help you make more effective decisions in terms of strategy, messaging, and content creation. I'll extend on this and get into details on a webinar called "Why You Should Do Things That Won’t Scale: The Dark Funnel Case Study"