In the New World, how do we influence prospects at the earliest stages of their research?

• A. We light up the Dark Funnel and influence IICP prospects early
• B. We wait until late in the decision process
• C. We rely on fear-based marketing
• D. We ignore early research

Answer: (A)

Influencing prospects at the earliest research stage means meeting buyers where they already are—in the hidden part of the journey where they gather information before they identify themselves. This is the Dark Funnel: a world of anonymous research, searches, and content consumption that you can illuminate by delivering helpful, relevant information and by capturing first‑party signals when they engage. By shaping awareness and early consideration for IICP prospects (the early intent/consideration phase), you position your brand as a trusted source before competitors clutter the moment of decision. Practical ways include educational content, problem‑solving resources, and SEO‑friendly material that answers real questions, plus privacy‑safe measurement and cross‑channel touchpoints to stay on their radar as they form opinions. Waiting to act late, leaning on fear-based messaging, or ignoring early research misses the chance to influence preference when it matters most and can backfire as buyers increasingly educate themselves on their terms.