Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast One buyer insight from G2’s dataset that most surprises marketing teams
Feb 10, 2026
Tim Sanders, Chief Innovation Officer at G2, leads AI-driven buyer research from a massive software dataset. He discusses how buyer research has shifted rapidly, why mid-level IT staff now drive AI purchases, and how markdown and pricing transparency affect AI content discovery. Short, sharp insights on preparing enterprise brands for AI-driven search.
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Who Actually Drives AI Purchases
- G2's data shows enterprise AI purchases are no longer driven by executives focused on transformation and adoption.
- Marketing should stop over-indexing on CEOs and target central IT practitioners who execute purchases.
Target Practitioners, Not Just Executives
- Focus marketing and product messaging on central IT and implementation teams rather than solely on executives.
- Reframe campaigns to address practical adoption, integration, and deployment concerns those teams face.