“The darkness is more in the measurement and attribution side. It’s definitely not in the buying committee or buying behavior—that is still really active.”
In this episode, Geoffrey Sidari, Chief Innovation Officer at Marketbridge, explains why the buying journey now looks more like a wave, with buyers moving between LLMs, owned channels and earned media. He sets out where to start: baseline your brand’s visibility in LLMs, write for machines as well as humans, and invest in influencers and key opinion leaders to build preference. He also makes the case for moving now, before catching up gets expensive.
What this episode covers:
- Why the B2B funnel has “gone dark” and how LLMs have made buyer research harder to track.
- How the buying journey is shifting from a linear funnel to a wave between AI tools and brand channels.
- Ways to assess and improve your brand’s visibility in AI responses, including a baseline report and stronger web, social, and PR content.
- What marketers can measure today, from share of voice to brand preference, while direct revenue attribution remains difficult.
- How unpaid voices, influencers, and key opinion leaders can shape buyer perceptions and AI visibility.
- How marketing leaders can prioritize budgets for 2027, including investment in AI visibility and channels designed for more informed buyers.
Why this matters to B2B marketers:
Buyers are increasingly using AI to research and compare suppliers before they engage with a brand directly. That makes it harder to trace the full journey—but more important to understand where your brand appears and what buyers learn along the way. This episode explores how B2B marketers can adapt their content, influence strategy, measurement, and budgets to stay visible and relevant.
