B2B sellers who rely on inbound leads to find buyers are missing out on huge opportunities.
Less than 3% of today’s B2B buyers identify themselves to vendors by filling out a form. To make matters more complicated, 95% of the buyer journey takes place outside of your website.
So, where are your prospects spending their time, and more importantly, how can you find them? In Chapter 3 of our ebook, 2023 Annual Report: Unlocking the Revenue Potential of AI for B2B, we took a closer look at this challenge.
Buyer Activity Lives in the Dark Funnel
While most of your potential customers aren’t likely to fill out a form, they are leaving traces of anonymous research behind that can be used to identify hot accounts. These virtual breadcrumbs are left on sites like:
- Industry publications
- Blogs
- Social networks
- Product review sites
- Vendor sites
We call this anonymous research activity the Dark Funnel™. Fortunately, there are tools to illuminate this unknown activity.
Identify In-Market Accounts with AI
AI unifies data from numerous sources to get an unprecedented understanding of accounts. AI-powered tools recognize patterns to signal when an account is ready for engagement, then predict the right time to reach out, facilitating more impactful sales and marketing outreach.
This is just one of the challenges we cover in our free ebook, 2023 Annual Report: Unlocking the Revenue Potential of AI for B2B. Check it out to learn more about how to identify the hottest accounts in your pipeline and other best practices from some of the top leaders in marketing.
