REPOST: The Dark Funnel Demystified: Unlocking Hidden Sales with Jennie Malafarina
The Logistics of Logistics Podcast
Release Date: 04/07/2026
Why GenLogs is Critical for the Next Generation of Supply Chain with Danielle Spinelli
The Logistics of Logistics Podcast
In “Why GenLogs is Critical for the Next Generation of Supply Chain” and , Director of Partnerships at GenLogs, discuss how visual truck intelligence provides a physical "truth layer" to combat cargo theft and verify carrier capacity. About Danielle Spinelli is the Director of Partnerships at Genlogs with over a decade of experience in logistics, carrier vetting, and cargo theft prevention. She also hosts the Tell Me Everything podcast, sharing insights on freight fraud, logistics trends, and supply chain security. About GenLogs is the Truck Intelligence™ platform...
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Scaling with Intent: Removing the Constraints to Growth with Holly LaBoda
The Logistics of Logistics Podcast
In “Scaling with Intent: Removing the Constraints to Growth” and , Founder and Chief Growth Officer of Formula L, discuss how logistics leaders can bridge the gap between high-level strategy and field execution by building a sustainable, system-led sales infrastructure. About Holly LaBoda is the Founder and Chief Growth Officer of Formula L, a sales operating system built for logistics, supply chain, distribution, and complex B2B service organizations. She has spent 18 years working inside these industries — including a decade at C.H. Robinson leading enterprise sales system design and...
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Reducing TCO Through Renewable Natural Gas with Scott Brinner
The Logistics of Logistics Podcast
In “Reducing TCO Through Renewable Natural Gas” and , Vice President of RNG Solutions at Nopetro Energy, discuss how fleets can cut emissions while boosting their bottom line. Efficiency meets sustainability. About Scott Brinner serves as the executive Vice President of RNG Solutions at Nopetro Energy, where he is responsible for developing and executing the division’s strategy, business development and expansion. His prior experiences include working as a CPA with Ernst & Young, executive vice president, Corporate Development & Strategic Accounts, at OmniTRAX, and as an...
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Penske's Supply Chain Insight: A Unified View with Mike Medeiros
The Logistics of Logistics Podcast
In “Penske’s Supply Chain Insight: A Unified View,” and , Executive Vice President of Operations for Penske Logistics, discuss how their new product, , turns complex data into a proactive tool for supply chain orchestration. About Mike Medeiros is executive Vice President of Operations for Penske Logistics, where he leads field operations and supports performance across the Penske Transportation Solutions network. He brings extensive leadership experience across transportation and logistics, including dedicated contract carriage and fleet operations. Medeiros has been recognized as a...
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How FDH Aero is Simplifying the Aerospace Supply Chain with Bob Loycano
The Logistics of Logistics Podcast
In “How FDH Aero is Simplifying the Aerospace Supply Chain”, and , Vice President, Supply Chain for FDH Aero, discuss how specialized distribution and strategic inventory buffering eliminate bottlenecks in the global aerospace industry. About Bob Loycano serves as Vice President, Supply Chain for FDH Hardware. In his role, Bob is responsible for establishing the purchasing and planning strategies utilized by each of the FDH Aero businesses. He aggregates the collective’s purchasing synergies, enabling improved partnerships with suppliers. He reports to President of FDH Hardware, Matt...
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Single-Source Supply Chains in a Fragmenting World with Abe Eshkenazi
The Logistics of Logistics Podcast
In “Single-Source Supply Chains in a Fragmenting World”, and , Chief Executive Officer at ASCM, discuss the shift from low-cost efficiency to resilient, regionalized networks. They emphasize that visibility and talent are now the primary tools for navigating global disruption. About Abe Eshkenazi , CSCP, CPA, CAE is chief executive officer at ASCM, the largest organization for supply chain and the global pacesetter of organizational transformation, talent development and supply chain innovation. During his tenure, ASCM has significantly expanded its services to corporations,...
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The Rise of Freight Orchestration with GoodShip's Derek Netelenbos
The Logistics of Logistics Podcast
In “The Rise of Freight Orchestration with GoodShip's Derek Netelenbos”, and , VP of Partnerships at GoodShip, discuss how an orchestration layer unifies fragmented data to shift logistics from reactive manual tasks to proactive, AI-driven strategy. About Derek Netelenbos is the VP of Partnerships at GoodShip, the all-in-one platform for freight orchestration and procurement, built for transportation teams, by transportation teams. Derek brings extensive experience building and scaling partnerships and revenue organizations across the logistics and technology sectors. Prior to...
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Navigating Energy Markets with Breakthrough's Matt Muenster
The Logistics of Logistics Podcast
In “Navigating Energy Markets with Breakthrough's Matt Muenster”, and , Chief Economist at Breakthrough, discuss how data-driven transparency and strategic fuel management help shippers navigate global energy volatility and decarbonization. About Matt Muenster , Chief Economist at Breakthrough, brings extensive expertise spanning energy, freight, and sustainability across global supply chains. In his role, Matt leads a team of supply chain analysts who deliver actionable market intelligence to some of the world’s largest enterprise shippers across the food, beverage, retail, and...
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OCM: The New Standard for Global Imports with Century's Jim McCullen
The Logistics of Logistics Podcast
In “OCM: The New Standard for Global Imports with Century's Jim McCullen”, and , Chief Technology Officer at Century Supply Chain Solutions, discuss how Origin Cargo Management provides the upstream visibility and tactical control necessary to optimize global supply chains before goods ever leave the factory. About Jim McCullen serves as Chief Technology Officer at Century Supply Chain Solutions, bringing over 30 years of deep expertise in logistics technology, digital transformation, and innovation. He leads global technology teams that pioneer Century's proprietary VIZIV...
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REPOST: Smarter Landside Logistics with Brian Kobza
The Logistics of Logistics Podcast
In “Smarter Landside Logistics”, and , Chief Commercial Officer at IMC Logistics, discuss leveraging IMC's asset-based capacity, actionable visibility, and end-to-end services—all underpinned by strong relationships—is essential for achieving greater control and cargo velocity in the critical first and last mile of the supply chain. About Brian Kobza is the Chief Commercial Officer at IMC Logistics, with over 20 years of experience in the transportation and supply chain industry. His expertise covers various aspects of the sector, including positions at marine...
info_outlineIn “The Dark Funnel Demystified: Unlocking Hidden Sales”, Joe Lynch and Jennie Malafarina, the CEO of Virago Marketing, discuss how businesses can drive measurable revenue growth by understanding and leveraging the invisible customer journey.
About Jennie Malafarina
Jennie Malafarina is the CEO of Virago Marketing, a Cleveland-based agency helping transportation and logistics companies turn marketing into a revenue-driving engine. Since taking the lead at Virago in 2020, she has elevated the agency’s impact—guiding strategies that deliver measurable results aligned with client growth goals. With over a decade of experience in freight tech and B2B marketing, Jennie has held leadership roles at Trimble Transportation, Banyan Technology, and Transportation Insight, and has taught marketing at The University of Akron. She also co-founded FR8MVMT, a platform for innovation in trucking, and hosts the FR8 Marketing Gurus podcast. Jennie is known for aligning marketing with business strategy to drive scalable growth through demand generation, content, and sales enablement. She holds a master’s degree in communication from Cleveland State University.
About Virago Marketing
Virago Marketing is a full-funnel marketing agency specializing in the transportation and logistics industry. We help companies align sales and marketing to drive measurable revenue growth—whether through strategic campaigns, content that converts, or complete marketing department support. Our team combines deep industry knowledge with modern marketing execution to deliver demand generation, brand awareness, and pipeline acceleration. From startups to enterprise providers, our clients rely on us to cut through the noise, clarify their message, and connect with the right audience at the right time. With flexible engagement models—from project-based work to full fractional CMO support—Virago is the partner logistics companies trust to turn marketing into a growth engine.
Key Takeaways: The Dark Funnel Demystified: Unlocking Hidden Sales
- In “The Dark Funnel Demystified: Unlocking Hidden Sales”, Joe Lynch and Jennie Malafarina, the CEO of Virago Marketing, discuss how businesses can drive measurable revenue growth by understanding and leveraging the invisible customer journey.
- The "Dark Funnel" is a Reality, Not a Myth: The episode will explain what the dark funnel is—the invisible customer journey that happens before a lead officially enters the sales process. Listeners will learn how potential buyers are influenced by content, social media, and word-of-mouth without ever directly interacting with a company, and why it's crucial to understand this hidden process.
- Aligning Marketing with Business Strategy is Non-Negotiable: Jennie Malafarina, with her extensive experience at Virago Marketing, emphasizes that marketing isn't just about generating leads. It's a revenue-driving engine that must be directly tied to a company's overarching business and growth goals, turning it into a strategic partner rather than a cost center.
- Content is the Currency of the Dark Funnel: The podcast will highlight how high-quality, valuable content—from blog posts and whitepapers to podcasts and social media discussions—serves as the primary way to influence buyers in the dark funnel. Jennie will share insights on creating content that answers customer questions and builds trust long before they are ready to buy.
- Sales and Marketing Alignment is Key to Unlocking Hidden Sales: A central theme will be the necessity of a seamless partnership between sales and marketing teams. The episode will cover how Virago Marketing helps companies create a unified strategy where marketing generates qualified conversations and sales is equipped with the right tools and information to close deals, ensuring no opportunities from the dark funnel are lost.
- Industry Expertise is a Competitive Advantage: Drawing on her background in transportation and logistics, Jennie will explain why deep industry knowledge is essential for effective marketing. Virago Marketing’s success lies in its ability to speak the language of its clients and their customers, allowing them to create messaging that truly resonates and cuts through the noise.
- Demand Generation > Lead Generation: The episode will likely differentiate between old-school lead generation and modern demand generation. Jennie will discuss how focusing on building market-wide awareness and interest (demand generation) is a more sustainable and effective long-term strategy for filling the sales pipeline, especially when considering the dark funnel.
- Measuring the Unmeasurable: Tracking Dark Funnel Impact: The podcast will provide practical advice on how to measure the impact of marketing efforts that don't result in immediate, trackable leads. Listeners will learn about alternative metrics and signals that indicate success in the dark funnel, such as brand mentions, website traffic trends, and engagement with un-gated content, proving the ROI of these "unseen" activities.