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.