About Blue Yarn Media
From Dark to Lite™ – A Better Way to See What’s Working
Most B2B marketers know who they’re trying to reach.
What they don’t always know is what’s actually working.
The dark funnel is where most of your marketing lives. Those unseen spaces where your ideal buyers research, compare, and decide before they ever fill out a form.
Campaigns are running. Platform metrics look fine. But the pipeline hasn’t started coming in yet.
That’s where From Dark to Lite™ comes in. t’s our proprietary framework that brings visibility, alignment, and measurable growth to your marketing.
What We Do
After years of working with B2B SaaS and tech marketers, I noticed a pattern: great teams, strong offers, but scattered systems.
Leads matched the ICP, but sales said the leads were bad.
Reporting told one story, pipeline told another.
From Dark to Lite™ was built to close that gap.
It helps marketing leaders see which efforts actually create traction, how Sales and Marketing can stay aligned, and how every campaign connects back to revenue.
OUR KEY PRINCIPLES
Create An Environment Where People Can Grow
Our team members join a positive, welcoming environment where they are encouraged to grow their skills.
Be A Business Partner to Clients
We create, execute, and iterate on data-driven media plans that drive business goals forward. We proactively find new ways to create business value for clients.
Sometimes that’s through proactive conversion rate optimization for their site or landing pages. We may also provide out of the box audience suggestions based on latest industry trends. We will even partner with sales to improve quality and sales metrics.
Give Back to The Community
We regularly partner with non-profit organizations to provide pro-bono work for causes we care about. Two such examples include empowering girls and providing support to the needy in our area.
Heather Darab
Heather has over 18 years of experience in paid media, including five years with Bing Ads. She has developed creative and effective advertising strategies for multi-million-dollar search and social marketing campaigns.
Her background spans both B2B and B2C accounts across various industries, such as retail, education, technology, insurance, and medical, bringing a well-rounded perspective to her work.
