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What is “The Black Hole of Marketing” and how is it costing you leads?

Published 25 Aug 2020 by Chris Glover, CANDDi
Read this in about 2 minutes

In the world of digital marketing, there’s a persistent visibility issue that causes lost leads, unreliable data, and ultimately a waste of time and money.

We call it: “The Black Hole”.

So what is it, how does it happen, and how do you fix it?

Well, I’m glad you asked!

Marketing black hole

What is “The Black Hole”?

The Black Hole is when prospects arrive at your website, and you lose all track of them as they become swallowed up in the murky depths.

You may know - thanks to tracking tools like Google Analytics - that 72 people arrived at your website last week from email marketing… But what happened afterwards?

Who were they? Which pages did they look at, and for how long?

The second issue caused by The Black Hole is when your prospects return to your website a second time.

Since it takes between 6-8 digital marketing touchpoints before a person becomes a viable lead, it’s very likely prospects will return to your site multiple times during their buying journey. And if you don’t have visibility on these return visits, it’s impossible to know the full story about your marketing leads.

Let’s look at an example of how this may be happening on your website.

The Black Hole in action

Let’s imagine someone arrives at your website from a LinkedIn post you make.

They have a good look around, but then they get distracted and leave.

Later than evening, while watching TV at home, they remember your business and jump back on your website to read more about your product.

A few days later, while at work, the same prospect gets a Facebook Ad from you, and finally decides to send in an enquiry.

Without proper visibility, you’re ONLY going to see that this conversion occurred as a result of your Facebook Ad.

So what’s the problem with this?

1. You won’t know that it was in fact your LinkedIn post which drove the first marketing touch, and so may incorrectly assume that your LinkedIn channel is ineffective.

2. You may assume that the Facebook Ad created the conversion by itself, and wrongly think this channel is successful in isolation.

3. You won’t see that this prospect has spent 30 minutes looking through specific product and support pages during their second visit, meaning your sales team won’t be able to tailor their outreach to speed up the sales process.

How can you fix it?

The only way to solve The Black Hole problem is to use a website tracking tool that can identify individuals and recognize them across multiple visits.

Luckily for you, we just so happen to have such a tool. And we explain exactly how we help you overcome the Black Hole (and other marketing problems) in the video below.

CANDDi tracks every single visitor, across multiple visits to your website. Even if your prospect takes their laptop home and visits from an entirely different IP address, we’ll know it’s the same person.

Crucially, CANDDi is also able to display the marketing source of every visit. That means even if your prospect converts YEARS after that initial visit, you’ll still be able to trace back which marketing campaign first brought them there.

If you’re interested in a one-month free trial of CANDDi, you can register here or simply get in touch via our live chat!

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