Dark Funnel and AI: How buyers ghost vendors until Day 1

Jul 29, 2026 · Topline
🎧 PodShort 22 min squeezed to 2 AI SprinklerAS Intent & ABM New
Episode artwork
Alex Kessler
Founder and CEO at Infuse
Topline
22 min squeezed to 2
Full episode from Topline
Quotable Moments

It's a buyer's world, not a seller's world. In every category, sometimes there's dozens, in many cases there's hundreds of solutions for the buyers to choose from. So we, as marketers, we have to go with what buyers want to do.

Alex KesslerFounder and CEO at Infuse
09:08

What I would say is how do we teach marketers to do the things that are required so that when you ask ChatGPT or Claude what you should do, you show up on that list? And then how do you clarify and communicate trust to the buyer so that they can engage with you in a productive way and you're not immediately discounted?

Sam JacobsHost of Topline Spotlight and CEO at Pavilion
12:30

We are living in the times... that things are changing. And the world of B2B marketing and demand generation is changing as well. And you need to stay in the loop, you need to stay true to all the new things that are coming along.

Alex KesslerFounder and CEO at Infuse
18:10
Key Insights
  • The 'Dark Funnel' describes the stages of awareness and consideration where buyers conduct their research and gather information without direct engagement with vendors, often preferring to talk to peers or access resources on their own terms.
  • In today's market, buyers are in control due to the vast number of solutions available and their ability to self-educate, meaning marketers must adapt to buyer preferences rather than force traditional sales interactions.
  • AI solutions (like ChatGPT) enable buyers to quickly generate initial 'Day 1 shortlists' of vendors by simply asking for recommendations based on their needs, industry, and size, thereby accelerating the initial consideration phase.
  • Optimizing for generative AI (GAIO) is a 'complete black box' compared to traditional SEO because AI responses are personalized, making it difficult to measure impact or follow clear best practices.
  • Marketers should aim to be on a buyer's 'Day 0 shortlist' by building relationships and delivering value before the buyer even has a need or starts actively considering solutions, ensuring they are top-of-mind by default.
  • Marketers have over-optimized their targeting (e.g., ABM) to such an extent that they risk losing a significant portion of the market, including potential customers who genuinely need their solution but fall outside narrow criteria.
  • Given the rapid pace of change in B2B marketing and demand generation, marketers must maintain a flexible mindset, continuously engage with research, and adapt to evolving buyer behaviors and technological advancements.
Metrics Mentioned
  • 80% of the buying journey (happens outside of speaking with a vendor due to buyers' self-service preferences.)
  • Dozens to hundreds of solutions (are available for buyers to choose from in every category, shifting power to the buyer.)
  • 100% of marketing dollars (being spent on highly targeted ABM accounts (e.g., 3000 companies) risks missing other qualified buyers.)

RevBots.ai View:

  • AI Sprinkler teams must optimize for GAIO despite its opacity: it's buyers' new front door.
  • Tab Hoppers lose deals in Dark Funnel gaps where buyers ghost traditional outreach.
  • SaaS Hoarders over-index on ABM tech while missing broader Dark Funnel signals.
  • ARM maturity requires fluid intent capture beyond rigid ICP definitions.
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