There’s been a rising tide of LinkedIn posts, conference chatter, and newsletter takes around the so-called collapse of the “dark funnel.” People are noticing site traffic is down. First-party intent signals are noisier. Analytics dashboards aren’t lighting up like they used to.
LLMs as a replacement for search hit something of an inflection point as we entered 2025. Back in January they amounted to 1.5% of search yet by June they had crossed 10% - a near order of magnitude explosion. The clickless search journey has been Google’s path for years has accelerated with their AI overviews. The net result - a year on year decrease of 25% in search referee traffic. With it narratives like the training of the content web reservoir and doomsday for the open internet. Our interest is B2B though, so what’s the impact on B2B marketers?
So despite doomsday, in our own platform data here at FunnelFuel, specifically our B2B web analytics which tracks 100s of vendor sites globally, and in conversation…
