Dark Funnel Marketing: How Tymos Captures the Invisible B2B Buyer Journey

## The problem executives feel but dashboards miss In enterprise buying, prospects do most of their research out of view—private LinkedIn messages, Slack communities, peer email threads, niche forums, podcasts, and events. Traditional attribution underweights these moments, so marketing over-invests where tracking is easy instead of where trust is built. Tymos designs for the **untrackable B2B buyer journey** and connects it back to accountable outcomes.

## Where the dark funnel lives (and why it matters) - Dark social word-of-mouth: LinkedIn DMs, Slack/Discord groups, closed communities. - **Peer validation**: operator referrals, customer champions, partner intros. - **Off-site content**: podcasts, newsletters, webinars, industry forums. - **Event chatter**: micro-conversations before and after sessions. - **Impact**: buyers arrive “pre-sold”; your site is a verification step. If you’re invisible off-site, you’re late to the deal.

## The Tymos method: make the invisible measurable **1) Discovery** — Social listening and topic mining to map where your ICP actually talks. Audit forms and CRM for **self-reported attribution** (“Where did you hear about us?”). Baseline branded search, direct traffic, and referral patterns. **2) Intervention** — Participate where influence compounds: community engagement playbooks, shareable content blocks (clips, carousels, quotes), customer-led stories. Enable sales to ask the right discovery prompts and capture qualitative signals. **3) Instrumentation** — Move beyond last-click: model **assist** and **view-through** effects with branded search lift, referral domains, dark-social mentions, and velocity to SQL. Add light-touch UTMs and campaign codes only where they don’t damage user experience. **4) Operating cadence** — Weekly readouts on leading indicators; monthly roll-ups on pipeline quality and cycle time. Keep what compounds; retire what doesn’t.