The phenomenon of “Dark Social” is well understood and leveraged by experienced B2B marketers. Such a fancy term… But what the hell is it?:

It’s the tangible business growth results that come from running strategic content marketing campaigns, using layers of retargeting to engage the audience.

More specifically – the term “Dark Social” refers to the growth results that are NOT visible by the standard automated marketing exports or “cost per lead” reports you might be used to.

Hence the term “DARK Social”.

But “Dark Social” results are often the most impactful in the business:

Higher value deals. Easier sales cycles. Larger customer values.

Sudden record months that aren’t directly correlated with “cost per lead” or clicks.

So… in this vid I’m teaching you the concept of “Dark Social” and, more importantly, how you can measure it.

Once you are able to measure it, your marketers can start optimising towards it (instead of unconsciously optimising away from it).

That means real growth that actually shows on your P&L.

Not just lots of “leads”, clicks and followers that look good on an automated report but go nowhere.