Lighting Up the Dark Funnel: Strategies to Engage Hidden Buyers and Drive Demand in 2025-Webinar Recording - Lighting Up the Dark Funnel: Strategies to Engage Hidden Buyers and Drive Demand in 2025

Webinar Recording - Lighting Up the Dark Funnel: Strategies to Engage Hidden Buyers and Drive Demand in 2025

Video Transcription

Video Summary

The webinar "Lighting Up the Dark Funnel" focuses on strategies to engage hidden B2B buyers and drive demand in the orthopedic industry in 2025. Scott Conley, VP at Infuse, and Adi Cueva, CEO of AOE, discuss the concept of the "dark funnel," where 70-80% of buying journeys occur anonymously before firms express interest. Key insights from Infuse’s Outlook 2025 report reveal that orthopedic elective procedures are growing, but purchase cycles are long and buying groups complex, involving multiple roles like surgeons, practice managers, CFOs, and IT. Success requires engaging entire buying committees early with tailored, educational content that aligns with buyers’ roles and their stage in the funnel—awareness, consideration, decision, and post-purchase—using an omni-channel approach (email, LinkedIn, direct mail, webinars). Infuse differentiates itself by combining a large verified B2B database with a proprietary content marketing platform to target, track, and validate engaged buyers, delivering high-quality leads who have shown real interest. Early engagement and personalized outreach help vendors avoid late-stage pricing wars and build trusted partnerships. The webinar offers actionable tactics such as mapping buying groups, repurposing content with AI tools like ChatGPT, and leveraging Infuse's demand generation platform. Attendees were invited to connect with Infuse for tailored support and lead generation campaigns to capitalize on these strategies.

Keywords

dark funnel

B2B orthopedic marketing

buyer engagement strategies

Infuse Outlook 2025

multi-role buying groups

omni-channel demand generation

AI content repurposing