What Buyer Signals ‘Live’ Within the Dark Funnel? As we’ve noted, the Dark Funnel includes highly relevant buyer research activity and intent signals generated mostly on third-party websites. But the Dark Funnel extends to buyer signals that lie in plain sight within your existing marketing automation tools and other solutions, too. (You’ll learn more about this internal Dark Funnel data in a few pages.) There are three main categories of buyer signals that “live” inside the Dark Funnel: • Behavioral signals • Buyer readiness signals • Buyer psychographic signals Let’s unpack these categories, starting with behavioral signals. Behavior Signals, Explained At a high level, behavioral signals can reveal what topics buyers are researching • The buyer’s (or account’s) fit with your solution and what solutions they might be considering. • The solutions or solution categories that the buyer is interested in Behavioral signals typically have three dimensions. • The source of the behavioral signals (what resources did the people or These determine the usefulness of a buyer signal and what it can be used for: accounts interact with) 10