Most B2B decisions happen in private Slack channels or LinkedIn DMs where UTM tracking dies. This 'Dark Social' traffic usually shows up as 'Direct' in your analytics, making it look like people just guessed your URL.

Shining a Light

The best way to track this is by adding a required 'How did you hear about us?' field on your signup form. Often, the answer is 'A private Slack group,' which your software could never have tracked otherwise.