Here’s a truth that might make you uncomfortable… Your ideal B2B buyers probably already know who you are. You might not know them yet, but if you’re a serious player in your space, they’ve likely encountered your brand, your content, or your reputation. And recent data backs this up: a 2024 report from 6sense revealed that a staggering 84% of B2B buyers ultimately chose a vendor they had prior experience with. Let that sink in. Only 7.4% of buyers were completely unfamiliar with any of the vendors they considered.

Think about it. Your buyers aren’t living in a vacuum. They’re consuming industry news, attending webinars, scrolling through LinkedIn, talking to their peers, and yes, even lurking in the shadows of the internet. They’re forming opinions and building a mental shortlist of potential solutions long before they ever fill out a form on your website.

Invisible Awareness, It’s How They Know You

  • Industry Buzz: Word travels fast in B2B. Whether it’s through online reviews, social media mentions, or conference chatter, your brand is building a reputation, whether you’re actively managing it or not.
  • Content Consumption: Your blog posts, white papers, and videos are out there, floating in the digital ether. They might not have converted on that first touch, but the seed has been planted.
  • Peer Networks: B2B buyers trust their peers. Recommendations and referrals carry immense weight. If someone in their network has had a positive experience with your brand, they’ll take notice.
  • Competitive Analysis: When evaluating solutions, buyers are doing their research. They’re comparing features, pricing, and reputations. Your brand is likely on their radar, even if you haven’t directly engaged with them.

The Dark Funnel is Where Buyers Hide

But here’s where things get tricky. Much of this awareness-building happens in the shadows, in the murky depths of the “dark funnel.” This is where buyers lurk, consuming information and forming opinions outside of your traditional marketing channels. They’re on private Slack groups, closed LinkedIn communities, podcasts, and word-of-mouth conversations. You can’t track them, you can’t measure them, and you certainly can’t control them.

This is where the traditional B2B marketing playbook falls apart. We’re so focused on capturing leads and tracking conversions that we forget about the invisible influence of the dark funnel.

Selling to the “Dark Funnel” Buyer

So, how do you approach these buyers who already know you, but haven’t revealed themselves? It requires a shift in mindset and a more nuanced approach.

  • Assume Awareness: Don’t waste time on generic introductions or basic explanations. Get straight to the value proposition and how you can solve their specific challenges.
  • Focus on Differentiation: They already know who you are, but why should they choose you over the competition? Highlight your unique strengths, your customer success stories, and your commitment to their success.
  • Build Trust Through Transparency: Be upfront about your pricing, your process, and your limitations. Don’t overpromise or try to hide anything. Authenticity builds trust.
  • Offer Personalized Solutions: They’re not looking for a one-size-fits-all solution. Tailor your offerings to their specific needs and demonstrate a deep understanding of their business.
  • Empower with Information: Provide them with the resources they need to make an informed decision. This could include case studies, testimonials, product demos, and access to your experts.

What Drives Their Decision?

When buyers already know you and your competitors, what ultimately tips the scales in your favor? It often comes down to these factors:

  • Trust and Credibility: Have you built a reputation for delivering on your promises? Do they believe in your expertise? Remember, 84% of buyers chose a vendor they had prior experience with. Past performance matters.
  • Customer Experience: Have they had positive interactions with your brand, even if it was just through your content or online presence?
  • Value Alignment: Do your values resonate with theirs? Do they see you as a partner who understands their business and their goals?
  • Personalized Attention: Do they feel like you’re truly invested in their success? Are you willing to go the extra mile to meet their needs?

5 Tips for Winning Over the “Aware” Buyer

  1. Personalized Engagement: Don’t treat them like a cold lead. Acknowledge their existing awareness and tailor your messaging to their specific needs and interests.
  2. Value-Driven Content: Go beyond surface-level marketing materials. Provide in-depth insights, case studies, and thought leadership that demonstrates your expertise.
  3. Peer-to-Peer Influence: Leverage your existing customers and advocates to build credibility and trust with potential buyers. Encourage testimonials, reviews, and referrals.
  4. Interactive Experiences: Don’t just tell them, show them. Offer interactive demos, product trials, and personalized consultations that allow them to experience your solution firsthand.
  5. Community Building: Create a space where your buyers can connect with each other, share best practices, and learn from your experts.

The B2B buying journey is no longer a linear funnel. It’s a complex web of interactions and influences, much of which happens in the invisible realm of the dark funnel. By recognizing that your buyers already know you, you can adapt your marketing strategy to meet them where they are, build trust, and guide them towards a confident purchase decision.