Which of the following is NOT listed as an insight in the Dark Funnel?

• A. Salary history
• B. Website engagement signals
• C. Purchase intent signals
• D. Company size

Answer: (A)

In the Dark Funnel, marketers look for signals about potential buyers that aren’t tied to a known contact—anonymous behavior and inferred account attributes that hint at interest and buying readiness. Salary history isn’t a signal these practices track because it’s not derived from on-site behavior or purchase intent; it’s HR data that doesn’t indicate whether a company or its people are in buying mode.

Website engagement signals, such as pages viewed, time on site, and actions like video plays or downloads, show where interest is concentrated. Purchase intent signals capture concrete indicators of readiness to buy, like requesting a demo, pricing page visits, or requesting a quote. Company size is a firmographic characteristic marketers use to segment and tailor outreach, often inferred from account activity and public data.

So the item that isn’t listed as an insight in the Dark Funnel is salary history.