The Conundrum of Content Consumption As B2B providers produce more and increasingly valuable content, their website traffic often increases. But this traffic doesn’t actually guarantee a meaningful increase in the percent age of legitimately interested visitors. In fact, it’s likely to contain an ever-increasing percentage of individuals who aren’t immediate prospects at all. Here’s where visibility into the Dark Funnel plays a critical role in account identification. If you’re experiencing a spike of non-buyer content consumption on your website, you should validate a visitor’s intentions by seeking out evidence within the Dark Funnel that their organization is genuinely interested and in-market for your solution. Your investigation may reveal that there’s an entire buying team, not just a lone individual, demonstrating interest. That’s the one you need to prioritize! 21