Chris sat down with Clark Barron for the very first episode of the Demand Gen Therapy Podcast! They discuss the concept of the Dark Funnel and Dark Social in B2B marketing, and Chris emphasizes the need for companies to shift their operating models and align marketing and sales strategies with revenue team KPIs. He also highlights the importance of primary market research and standardized data models in making data-driven decisions.

Key Takeaways:

-Dark Social refers to the channels and platforms where B2B buyers research and make purchasing decisions that are not tracked by traditional attribution software.

-The Dark Funnel is focused on using account-level intent data to capture existing market demand.

-Companies need to shift their operating models and align marketing and sales strategies with revenue team KPIs.

-Primary market research and standardized data models are essential for making data-driven decisions in B2B marketing.

Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm