Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast Changing one common B2B GTM assumption about discovery
Feb 11, 2026
Tim Sanders, Chief Innovation Officer at G2, studies behavior of 100M+ annual software buyers. He explains how people phrase prompts differently from keywords. He discusses voice and prompt adoption, how keyword tools miss emerging signals, and why some IT buyers avoid traditional search. The conversation focuses on discovery shifts, markdown and pricing clarity for AI, and where research blindspots appear.
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Keywords ≠ Prompts
- Keywords are not the same as prompts and will diverge in AI-driven discovery.
- Relying on keyword data alone creates blind spots when buyers use different prompt language.
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- Tim Sanders shared adopting a