One buyer insight from G2’s dataset that most surprises marketing teams - Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast

Summary3 min read

Episode Overview

Title: One buyer insight from G2’s dataset that most surprises marketing teams
Host: Jordan Cooney
Guest: Tim Sanders, Chief Innovation Officer at G2
Date: February 10, 2026

In this succinct episode, Jordan Cooney is joined by Tim Sanders of G2 to explore the rapidly shifting landscape of buyer behavior in B2B software, particularly in relation to AI, content, and search. Tim reveals a surprising insight from G2’s massive buyer dataset, challenging conventional marketing wisdom, and offers actionable recommendations for adapting to new trends in SEO and buyer research.

Key Discussion Points and Insights

Introduction to G2’s Unique Buyer Data

(00:44)

G2 serves over 100 million software buyers annually, offering a rich dataset on real B2B buyer behavior.
Tim Sanders emphasizes how enterprises' research habits are evolving “not gradually, but rapidly”, breaking old patterns that marketers have long trusted.

The Rise of AI Search and Its Impact on Discovery

Tim hints that the way buyers seek information is fundamentally different with the integration of AI-powered search tools.
Traditional SEO tactics may “no longer guarantee discovery”, indicating that marketers can’t rely solely on established playbooks.
Companies need “new approaches to win in this new era of geo”.

The Most Surprising Buyer Insight for Marketers

Lightning Round (02:45)

Jordan transitions to a rapid Q&A, asking for the one buyer insight from G2's data that most surprises marketing teams.
Tim’s response upends common assumptions:
- “Executives no longer drive the purchase of artificial intelligence because they've moved on to transformation and adoption.” (03:05)
- Instead, attention should shift toward non-executive decision-makers involved in daily operations.
- “So focus on the CEO may be amiss. You may want to focus on the grunts in central. It's yeah, man. Knowing that audience.” (03:16)
This insight suggests a fundamental pivot in targeting: marketers need to adjust their messaging and strategies to align with the actual influencers and implementers in B2B software buying decisions, not just top-level executives.

Notable Quotes

Tim Sanders (03:05):
“Executives no longer drive the purchase of artificial intelligence because they've moved on to transformation and adoption.”
Tim Sanders (03:16):
“So focus on the CEO may be amiss. You may want to focus on the grunts in central. It's yeah, man. Knowing that audience.”

Timestamps for Important Segments

00:44 — Guest introduction & episode focus: G2’s buyer data and shifts in research habits.
02:45 — Lightning round: The most surprising insight from G2’s dataset.
03:05 — Executives moving away from AI purchase decisions.
03:16 — The need to pivot marketing focus to non-executives.

Episode Takeaways

Buyer behavior in B2B software is changing quickly due to emerging technology (especially AI).
Marketers can’t rely on traditional SEO strategies or old assumptions about who drives purchase decisions.
According to G2, influencers at lower organizational levels now play the pivotal role in AI purchasing, requiring a shift in strategy and messaging.
The key to thriving in SEO and content marketing is to, as the outro reminds us, “remember, the answers are always in the data.”

This concise episode delivers a provocative and actionable takeaway for B2B marketers: revisit and validate the real influencers in your buying process, and let current data—not assumptions—drive your outreach and content strategies.

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Transcript4 lines

[00:00]
A
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast Network, ready to expedite your company's organic growth efforts. Sit back, relax and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
[00:45]
B
I'm Jordan Cooney and joining me today is Tim Sanders, Chief innovation officer at G2, home to one of the largest data sets on real B2B buyer behavior. G2 serves over 100 million software buyers annually and sees firsthand how enterprise research habits are shifting not gradually, but rapidly. Today, Tim will unpack what G2 data reveals about how buyers are using AI search, why traditional SEO no longer guarantees discovery, and what companies need to do to win in this new era of geo.
[01:18]
C
Time for a one minute break to hear from our sponsor, Pre Visible. So you're looking for SEO help and you got a couple of options. You could start replying to spam from agencies that claim they can get you to rank number one on Google. You can pay an hourly rate for a consultant who will inevitably nickel and dime you with hourly charges. Or you can work with a cookie cutter agency to quickly launch a strategy less project with low success rate. None of those sound very good now do they? Well, that's where Pre Visible's integrated consulting model comes in. Pre Visible draws From a collective 40 years of SEO and digital marketing experience to unlock your organic growth opportunities. They build custom solutions that combine strategy, technical expertise, content and reporting to effectively operationalize SEO for your business. Pre Visible's four stage approach ensures that your SEO programs thrive by starting off with a strategy first approach. Then they support you in your efforts to create quality content, help you identify technical issues, and most importantly, they'll work with your cross functional teams to integrate your SEO strategies to make sure that your SEO budget actually drives results, not just your agency's bottom line. So join brands like Yelp, eBay, Canva, Atlassian Square, all who rely on the SEO consultants at Pre Visible. For more information go to Previsible IO. That's Pre Visible P R E V I S I B L E IO.
[02:46]
B
We'Re going to transition now to our lightning round. I'm going to ask you five questions from the topics that we discussed today. Quick response in about 30 seconds to a minute on each. All right, Tough. Bring me. Here we go. All right, here we go. What's the one buyer insight from G2's data set that most surprises marketing teams? That the executives no longer drive the purchase of artificial intelligence because they've moved on to transformation and adoption. So focus on the CEO may be amiss. You may want to focus on the grunts in central. It's yeah, man. Knowing that audience. Okay. And that wraps up this episode of the Voices of Search podcast. Huge thank you to Tim Sanders, chief innovation officer at G2, for joining us. If you'd like to contact Tim, you can find a link to his LinkedIn profile in our show notes, or you can find it on voicesofsearch.com you can also visit his personal website, Tim Sanders.com. if you haven't subscribed yet or would like a daily stream of SEO and content marketing knowledge in your podcast feedback, hit the subscribe button in your podcast app or on YouTube and we'll be in your feed next week. Okay, that's all for today, but until next time, remember, the answers are always in the data.