Lucas
B2B Marketing with Fexingo: Enterprise Demand Gen, ABM, and Long Sales Cycles
How B2B Marketers Use Dark Social to Find Unattributed Pipeline
- Published
- July 9, 2026
- Duration
- 8:42
- Summary source
- description
- Last updated
- Aug 2, 2026
Discusses Most enterprise B2B buyers research for weeks before ever filling out a form — and that research hap…
Summary
Most enterprise B2B buyers research for weeks before ever filling out a form — and that research happens in private channels: Slack DMs, WhatsApp groups, private LinkedIn messages, email forwards. This is dark social, and it's the single biggest source of unattributed pipeline in B2B. Lucas walks through a real example from a cybersecurity company that tr…
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Show notes
Most enterprise B2B buyers research for weeks before ever filling out a form — and that research happens in private channels: Slack DMs, WhatsApp groups, private LinkedIn messages, email forwards. This is dark social, and it's the single biggest source of unattributed pipeline in B2B. Lucas walks through a real example from a cybersecurity company that traced 34% of closed-won deals back to a private Slack community where a single champion shared a whitepaper link. They discuss how to tag dark s