For years, Google search has been the go-to channel for generating awareness and capturing demand. In 2024, more than half of B2B buyers reported starting their buying journey with a Google search, according to Wynter’s 2024 B2B buying journey report.
But based on new data from this year’s report, the way B2B buyers discover software has changed. Google search is no longer their starting point. 72% of B2B buyers now say they start their journey by asking peers in private groups. That means DMs, Slack channels, WhatsApp groups, LinkedIn comments, and founder forums – in a private space also known as ‘dark social’.
In this post, we’ll explore what’s behind this shift in the B2B buying journey and what B2B SaaS founders and marketers can do about it.
Dark Social: Where Most B2B Buying Decisions Start
“Dark social” refers to the private channels where content, links, and recommendations are shared. These include Slack channels, LinkedIn DMs, WhatsApp groups and even email threads.
Unlike traditional marketing channels, dark social interactions don’t leave a visible trail. You won’t see them in Google Analytics, nor will they show up in attribution reports. Most times they get rolled up into ‘direct’ traffic that arrives on your site.
A lot of times, this is how a buyer from dark social turns up:
“I’ve had a B2B buyer who was decisive and ready to purchase our solution. He went from demo to signing the contract in a month. (For context, our usual sales cycle is at least 6 months) When speaking to our sales rep, he was already aware of various solutions in the market and knew that ours was the only one he’d found so far that met his requirements.
From the analytics, it looked like he clicked on one of our regular LinkedIn posts and went straight to request a demo on our website.“
These statistics paint a picture of how much of the B2B buying journey takes place in the dark, without vendor or sales teams’ involvement:
- 62% of enterprise decision-makers now rely on peer recommendations shared through private networks before even shortlisting potential vendors. (Source: QiWorks)
- 73% of the buying journey is completed before sales teams get engaged
- 82% of buyers have their requirements set before engaging with vendors
- They engage 4-5 vendors during the process and 82% of the time, the first vendor engaged wins the deal. (Source: Green Hat)
This underscores the importance of your brand and its visibility online – whether it gets mentioned in private chats, or if relevant case studies get picked up and shared among various buying committees.
SaaS companies – if you rely solely on outbound sales, you’re missing out on 73% of the buying journey!
Understand Why B2B Buyers Rely On Private Channels
First, it comes down to trust. Buyers are keenly aware of the polished vendor websites and sleek product pitches. They want to hear how a product actually performs in the hands of someone like them. Real opinions, implementation nightmares, lesser-known workarounds and which vendors can be counted on. Private groups and direct messages offer access to that kind of honesty, so they can make an informed decision.
Second, there’s the issue of noise. Search results have become saturated with SEO-optimized articles and paid placements. It’s difficult to know what’s credible, so instead of sifting through clutter, buyers go straight to their network. That’s not to say that being found on the first page of Google is no longer valuable for SaaS companies. It still is, for a later stage of the buying journey.
Lastly, asking for a trusted recommendation is usually faster and more relevant than manually comparing ten vendor websites. Private communities act like curated shortcuts — and buyers trust the responses.
What Happens After the Brand Mention by Peers?
The peer recommendation is just the beginning. Once someone hears about your product in a Slack thread or a private message, the natural next step is to look you up. They’ll type your brand name into Google, browse your website, check out your LinkedIn page, and read a few reviews. They’re trying to verify that you’re legitimate and that the good things they heard in private align with what they find publicly.
This is why being recommendable is just as important as being searchable.
How Founders & B2B SaaS Brands Can Be Visible In The B2B Buyer Journey In 2025
You don’t need to abandon SEO or stop running paid campaigns. Those still have value at a later stage of the funnel. What you need is a parallel strategy that earns you a spot in those trusted private conversations.
Aim To Build Trust
This one’s for the founders. Start by showing up where your audience already gathers. Join communities, participate in relevant Slack groups, and contribute to peer forums with firsthand experience and valuable insights. Don’t pitch, just focus on being useful, honest and visible. Over time, that builds trust within the community and can result in a recommendation.
Invest in content that’s easy to share privately
Make it easy for your buyers to make a decision. Content that makes the complex simple helps buyers compare options and build their business case. This could be a clear product explainer that someone can drop into a group chat, or a short carousel that illustrates a pain point and solution in 30 seconds. It doesn’t have to be clickable or lead to a landing page.
Invest In Your Brand & Website
Make sure your brand is easy to recommend. The first place buyers head to after getting a recommendation is your website. You want to be sure that’s make a lasting impression.
That means a clean, memorable positioning statement, a clear articulation of your value proposition, and content that answers real buyer questions. When someone is asked, “What should I use for X?” — your name should come to mind quickly.
Nurture Advocates
Finally, activate your happy customers. Give them opportunities to speak up on your behalf, whether that’s through testimonials or referrals.
This goes beyond marketing. It involves Product and Customer Success. Build a great product that solves real pain points, ensure your customers have a positive experience and let them tell the story.
Final Thought: It’s About Being Trusted
B2B buyers are still doing their homework. They’re still evaluating options. But they’re starting from a different place — and that place is usually a private message, a peer recommendation, or a quiet comment in a Slack channel.
If your brand isn’t being talked about in those trusted circles, you’re not being considered. Visibility in 2025 isn’t about who ranks highest on Google. It’s about who gets mentioned first, even before the search even begins.
Want help making your SaaS brand more discoverable?
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