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Content Strategies to Light Up the Dark Funnel

Content Strategies to Light Up the Dark Funnel

45:29

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SPEAKERS:

Joseph Braue

Global Head of Content Solutions

Scott Vaughan

GTM Growth Marketer and Advisor

Content Strategies to Light Up the Dark Funnel

SESSION OVERVIEW:

Modern B2B buyers conduct the majority of their technology evaluation in the dark—well before contacting vendors directly for information or proposals. These buyer’s journeys are driven by buying groups that self-educate, validate, and shortlist vendors on their own terms. Only content that is discoverable, insights-driven, and value-first will successfully guide buyers—shaping their criteria and earning a place on their vendor shortlist.

In this session, Joseph Braue, Global Head of Content Solutions at INFUSE, and Scott Vaughan, GTM Growth Marketer and Advisor, explain how to craft year-round, intelligence-based content strategies that illuminate the dark funnel and support brand consideration early in the buying process.

Informed by hundreds of client engagements, the team reveals the content audits, frameworks, and omnichannel tactics that consistently earn trust, capture attention, and accelerate pipeline—securing the role of content in driving revenue.

This webcast covers:

  • A practical audit methodology to identify gaps and optimize content for early-stage discoverability
  • How to build an always-on content program that answers critical buyer questions and aligns with AI-driven summarization
  • Techniques for orchestrating omnichannel engagement focused on empowering buyer decision making during the dark-funnel phase
  • Metrics and reporting practices that show which assets drive progression—and which require optimization or retirement

Join our demand experts to discover how to transform your content strategies into buyer enablement that guides buyers toward reaching a confident consensus in your favor.

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WEBCAST RECORDING

INFUSE Webcast

05:12 – Today’s buyer realities and the dark funnel

12:05 – How to write content that answers buyer questions

18:45 – How to develop a year-round content strategy

23:46 – Content audit methodology to maximize performance

31:18 – Content’s role in immersive buying experiences

ADDITIONAL RESOURCES

Voice of the buyer 2025

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Voice of the marketer 2025

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