Dark Funnel: The 70% Everyone Quotes Is Now 61%
Almost every article written about the dark funnel opens with the same statistic: roughly 70% of the B2B buying journey is over before a buyer ever contacts a…
IVRIS subject guide
Marketing Strategy
Positioning, demand generation, go-to-market planning and measurement for B2B teams deciding where growth should come from.
PositioningDemand generationGo-to-marketMeasurement
Decision map
Start where the work is stuck.
- 01Positioning and ideal customers
Clarify the market, buyer problem and commercial point of difference.
- 02Channel and budget priorities
Choose where effort and spend should concentrate before activity expands.
- 03Planning and measurement
Connect the strategy to decisions, responsibilities and evidence.
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Customer Journey Analytics: Metrics, Methods & Tools
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