The Dark Funnel Decoded with Anshul Kaushesh, Ness Digital Engineering

The Dark Funnel Decoded: What Happens Before Buyers Fill a Form Most B2B marketers measure what they can see. Website visits. Form fills. MQLs. Pipeline. But what about everything that happens before a prospect identifies themselves? The reality is that today's B2B buyers complete a significant portion of their research long before they ever speak to sales or submit a form. They're consuming content, comparing vendors, seeking peer recommendations, and building internal consensus—all without leaving a visible trail. In this insightful episode of the B2B Marketing Podcast, we sit down with Anshul Kaushesh, Chief Marketing Officer at Ness Digital Engineering, to decode the Dark Funnel and explore how modern marketers can influence buyers long before they become leads. 💡 In this episode, we discuss: What the "Dark Funnel" really is—and why it matters The invisible buyer journey before a form fill How buyers discover, evaluate, and shortlist vendors anonymously Why brand, thought leadership, and community have become essential growth levers Using buyer signals and intent to improve marketing effectiveness How sales and marketing can work together to engage buyers earlier Rethinking attribution in a world where much of the buying journey is invisible Whether you're a CMO, demand generation leader, GTM strategist, founder, or B2B marketer, this conversation will help you understand how enterprise buyers make decisions—and how your marketing can influence them long before they enter your CRM. The first click isn't the beginning of the buyer journey. It's often the first thing marketers get to see. 🎧 Watch the full episode and let us know your biggest takeaway in the comments.