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.