Dark Funnel Decoded: Innovative Metrics to Measure the Unmeasurable
by Doron Youngerwood
What you'll discover
when watching Doron's story
- Effective marketing leadership involves setting a clear vision, empowering teams, prioritizing continuous learning, and balancing creativity with data-driven decision making.
- Strong branding requires a unique point of view, customer storytelling, and consistent messaging across all touchpoints.
- Leveraging partnerships and influencers can amplify reach and credibility, especially for lesser-known brands.
- Metrics should go beyond traditional KPIs to include engagement, intent-based metrics, and dark funnel analysis.
- Content creation should focus on educating the market and providing genuine thought leadership, not just selling.
- Go-to-market strategies should be tailored to the company's maturity stage and market awareness level.
- Understanding customer psychology and decision-making is fundamental to effective marketing.
Meet Doron Youngerwood - VP of Marketing @ Continuity
Doron Youngerwood is the Vice President of Marketing at Continuity, a cybersecurity company that secures mission-critical storage and backup systems for Fortune 500 organizations.
With a background in business management, Doron discovered his passion for marketing early on, fascinated by the psychology of decision-making and brand choice.
He has extensive experience in both startup and mature company environments, shaping go-to-market strategies across different stages of business growth.
At Continuity, Doron leads efforts to educate the market about emerging cybersecurity threats, leveraging thought leadership content and partnerships with industry influencers.
He champions a data-driven approach to marketing, focusing on metrics like marketing qualified accounts (MQAs) and dark funnel analysis.
Doron is passionate about empowering marketing teams and believes in balancing creativity with analytics to drive business growth.
Check out Doron Youngerwood's thoughts on customer-driven storytelling and strategy
When it comes to a a key strategy for content creation and distribution:
"We will partner with existing senior cybersecurity execs or senior information technology execs at large organizations—not to sell to them, but to bring them in and help be a mouthpiece for the content."
He also shares what metrics marketers should focus on:
"We look at engagement- and intent-based metrics. We're looking at things like MQAs—marketing qualified accounts—not MQLs, marketing qualified leads, which I think is a dated metric."
And what’s a common misconception about product marketing:
"Product marketing is fundamental to the success of many companies. It's about storytelling. It's about positioning. It's about translating features into business value."
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