Latest / B2B Marketing Podcast
Episode 227: The funnel’s gone dark: B2B buying in the age of LLMs
B2B buyers haven't stopped buying. They've just moved somewhere marketers can't follow. 90 to 94% of business buyers now use AI to research products and services. As research shifts into ChatGPT, Claude and other LLMs, the traditional funnel has gone dark, leaving marketing leaders to defend budgets to CFOs without the attribution they've relied on. “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…
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