B2B Marketing Intelligence
Your customers know exactly why they converted. Do you?
Or are you still just guessing?
The real reasons people convert — recommendations, conversations, content they saw months ago — don't show up in your analytics. Askertain shines a light on those blind spots by asking people why they took action — right when they take it.
Are you winning the guessing game?
Every marketer gets asked — “What's actually driving conversions?”
Analytics says Google. But your newest customer saw you on Reddit six months ago, heard you on a podcast last month, and only searched your name after a friend brought you up at lunch. All of that real activity gets credited to one click — whichever one fits the model you picked.
The Problem
Your marketing data shows what happened. It can't tell you why.
Analytics, attribution models, and AI tools all work backwards from the click. But the real reasons people buy — a recommendation, a conversation, a piece of content they read months ago — leave no digital trace. They live in the dark funnel.
01
You can't track what you can't see
Word of mouth, podcasts, offline conversations, LinkedIn posts from six months ago — your best sources are invisible to your tools.
02
Attribution models are educated guesses
First-touch, last-touch, U-shaped — every model is a different formula for the same guess. Nobody actually knows the truth.
03
Budget follows the wrong channels
When you can't see what's working, spend follows what looks good in a dashboard — not what actually drives revenue.
The Dark Funnel
The invisible layer where B2B decisions actually happen
Before your best customers ever clicked on an ad or filled out a form, something else happened. It just didn't leave a cookie.
- →A peer recommendation at an industry event
- →A LinkedIn post that planted the idea months earlier
- →A podcast episode they heard on the commute
- →A Slack community thread where someone vouched for you
- →A cold email they ignored — but remembered
None of this shows up in “source / medium” in your CRM. It never appears in “direct” or “email” once.
The Solution
Ask them. Right when they convert.
The simplest way to understand the dark funnel isn't a better algorithm. It's a single question, asked at the right moment — while the answer is still fresh.
Step 1
Pick your moment
Trigger a micro-survey the instant someone subscribes, purchases, or completes a purchase. Timing is everything.
Step 2
Ask the right question
"What first made you aware of us?" One question. No jargon. Real answers from real people, not modeled behavior.
Step 3
See what's actually working
Watch the dark funnel come into focus. Redistribute budget based on what customers say — not what models predict.
One script tag, live in minutes
Drop a single line of code on your site. Runs on any page, any event, any platform. No developer dependencies.
“We were about to cut our podcast sponsorship. Askertain showed us 31% of last quarter's signups mentioned it as their first touchpoint. It never appeared in GA once.”
VP of Marketing, B2B SaaS company
Free Guide
The B2B Marketer's Guide to the Dark Funnel
Why your best customers are invisible to your analytics and what to do about it. No jargon. No formulas. Just clarity.
Pricing
One plan. Everything included.
No tiers, no add-ons, no surprises. Everything you need to illuminate your dark funnel from day one.
All-inclusive plan
30-day free trial — no credit card required
If Askertain helps you shift even 1% of a $1M monthly ad budget to what's actually working, it pays for itself in the first week.
- Unlimited interceptors and micro-surveys
- Unlimited responses
- Unlimited team members and workspaces
- Advanced trigger rules
- Pre-built question library to get started fast
- Works on any website or web app
- Email support
No credit card required. Cancel anytime.
Stop optimizing for dashboards.
Start listening to customers.
The dark funnel is real. The only way to see it is to ask.