How Do I Capture Leads from Dark Social?
Make private shares measurable: self-reported attribution, share UX, DM-to-meeting flows, and HubSpot properties & workflows that turn conversations into pipeline.
You won’t fully track dark social with UTMs alone. Add a “How did you hear about us?” field to high-intent forms, use share-ready landing pages (copy link, email/DM buttons, text highlights), create community & creator codes, and enable DM-to-demo handoffs. In HubSpot, store responses in a Self-Reported Attribution property, tag community/source, route by intent, and report pipeline by self-report + last non-direct.
Dark Social Capture Plays
Instrument Private Sharing and Convert It
Start with the moment of handoff: where someone pastes your link into Slack/WhatsApp/Email. Make those pages share-first with snappy titles, fast load, copy-link, and prebuilt snippets. On demo and pricing pages, include Self-Reported Attribution and “Who shared this with you?” as optional fields.
Operationalize in HubSpot: add contact properties for self_reported_attribution, community_source, and referrer_handle. Use workflows to branch on intent (pricing/demo vs. content), assign owners, and trigger sequences. Build a Dark Social dashboard for submissions by self-report, meetings by community, opportunities by creator code, and revenue by last non-direct + self-report.
Distribution: seed communities (RevOps, product, martech), recruit 5–10 micro-creators with unique codes, and equip employees with approved snippets. Refresh monthly; keep the capture mechanics stable while rotating content hooks.
30-Day Dark Social Capture Sprint (HubSpot)
- Days 1–5: Add self-report + “who shared” fields to demo/contact forms. Create properties and lists in HubSpot.
- Days 6–10: Ship share-first landing pages (copy link, DM/email buttons). Generate short links + community/creator codes.
- Days 11–15: Stand up DM-to-meeting workflow: shared inbox, snippets, calendar links, auto-create contacts with tags.
- Days 16–20: Seed 3 communities and 5 creators. Enable employees with templates and UTM-less short links.
- Days 21–30: Launch dashboard: submissions by self-report, meetings/opps by code, sourced/assisted revenue. Iterate copy and fields.
Frequently Asked Questions
Turn Private Shares into Qualified Pipeline
We’ll implement self-report fields, share UX, DM workflows, and HubSpot reporting—so you can capture and scale dark social demand.
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