Overview
In today’s B2B world, buyers prefer to research independently and often make decisions before engaging with sales teams. Understanding this hidden part of the journey, known as the dark funnel, is now essential for marketing leaders. At a recent HG Insights and CMO Huddles panel, “Mapping the Buyer Journey: Navigating the Dark Funnel with AI,” marketing leaders from Tealium, Riskified, and HG Insights discussed how AI-driven intelligence helps uncover buyer intent and accelerate sales pipelines.
The Hidden Half of the Buyer Journey
Heidi Bullock, CMO of Tealium, began the discussion by noting that the dark funnel is not a new concept. Buyers have always researched on their own, comparing products through private communities, Slack groups, and peer review platforms. Tracking this behavior manually is nearly impossible.
To address this challenge, Heidi Bullock’s team created AI agents that observe online discussions, monitor topics like large language models (LLMs), and collect buyer intent signals from trusted sources such as TrustRadius. These insights are instantly shared through Slack, enabling teams to act quickly and engage the right prospects.
“We even pay for agents now. It’s a real line item,” Heidi Bullock said, highlighting how AI is becoming a key investment area.
She also encouraged internal adoption by running a contest where employees designed their own AI agents under strict data privacy and security guidelines. The initiative helped her team gain better insights, build confidence in AI tools, and understand the dark funnel in a more practical way.
Making the Shortlist by Earning Buyer Trust
Allyson Havener, VP of Marketing at HG Insights, shared a powerful insight from her experience at TrustRadius. When she asked enterprise buyers whether they preferred to talk to sales or research independently, 100% of respondents chose to research on their own.
That realization shaped her content strategy. At HG Insights, she promotes ungated content, making solution pages, reports, and case studies easily accessible without forcing users to fill out forms. This approach, though unconventional in B2B marketing, builds transparency and trust.
“This is how you make the shortlist,” Allyson Havener explained. “When prospects find what they need without friction, they remember the brand that respected their time.”
By providing open access to valuable content and important product information, HG Insights ensures that potential buyers see the company as credible and customer-centric, which increases brand trust and preference long before any sales conversation begins.
Signals, Churn, and the Math of Risk
Jeff Otto, CMO of Riskified, focused on how predictive analytics helps identify both buying and churn risks. His team tracks patterns such as job changes among key decision-makers and shifts in technology usage to detect intent signals early.
When a buyer leaves a competitor or when users of one platform start exploring another, these are signs of potential opportunity or risk. HG Insights applies a similar approach by tracking when customers begin researching competitors, which helps prevent churn and enables proactive engagement from marketing and customer success teams.
This method turns raw data into actionable intelligence, allowing organizations to act before potential problems escalate.
Balancing Budgets and AI Efficiency
With tighter marketing budgets, many leaders expect AI to make up the difference. However, the panel agreed that efficiency is not about reducing headcount but about setting smarter benchmarks.
Heidi Bullock pointed out that each wave of new technology comes with inflated promises. True efficiency means clarity, measurement, and prioritization.
“How many hours should it take to build a campaign?” Allyson Havener asked. “Efficiency starts with measuring the right KPIs over time.”
Jeff Otto added that metrics like revenue per employee are becoming essential indicators of productivity and sustainability. In challenging times, CMOs need to rely on measurable outcomes rather than subjective success stories.
AI Is Redefining Sales and Marketing Alignment
AI is helping sales and marketing teams align more effectively. Heidi Bullock shared how she uses filtered buyer data with large language models to identify which messages perform best across different channels.
This process allows both teams to agree on what qualifies as a genuine lead and ensures consistent targeting and messaging. Instead of replacing marketers, AI enhances decision-making and builds a shared understanding of what drives conversion.
Key Takeaways for CMOs
From Heidi Bullock (Tealium):
- Track precise intent triggers that actually lead to conversion.
- Reimagine websites, direct mail, and events to create authentic human connections.
- Maintain a sense of humor and creativity while adopting new tools.
From Allyson Havener (HG Insights):
- Invest time in understanding your buyers deeply.
- Encourage continuous learning and adaptability within your marketing team.
- Do not get overwhelmed by AI; focus on using it strategically.
From Jeff Otto (Riskified):
- Balance data-driven decisions with human connection.
- Efficiency matters, but personalization still wins hearts and deals.
Final Thoughts: Turning Mystery Into Measurable Insights
The dark funnel is no longer an invisible part of the buyer’s journey. With AI-driven account and buyer intelligence, marketing teams can identify patterns, uncover intent signals, and engage at the right time.
By combining real-time data, AI automation, and human creativity, organizations can shift from reactive marketing to proactive growth. The result is faster decision-making, stronger alignment, and a higher level of confidence across marketing and sales.
