Half of today’s B2B buyers are now starting their journey inside an LLM instead of Google.
In this episode, Sydney Sloan, Chief Marketing Officer at G2, joins Adam Kaiser to unpack how AI is reshaping the buying process and what that means for marketers. She shares insights from G2’s latest buyer behavior study, including the rapid rise in LLM adoption, and explains how the shift from SEO to what she calls “answer engine optimization” is changing where and how brands show up.
Sydney also breaks down how G2 is adapting its content and review strategies to meet this new reality, why integrating review generation into the product experience is a winning formula, and what leaders can do to keep pace in an AI-first world. From redefining KPIs to rethinking website design, she highlights the competitive advantage of acting early and building trust where buyers now start their search.
In this conversation, you’ll learn:
- Why 50% of buyers are starting their search with LLMs instead of Google
- Why review strategies and user-generated content are critical in the “answer economy”
- How marketers can adapt content, KPIs, and websites for an AI-first buying journey
- How AI-driven buyer behavior is shortening sales cycles and shrinking vendor shortlists
Jump into the conversation:
(00:00) Introducing Sydney Sloan
(03:09) Buyer behavior shift from Google to LLMs
(06:50) Decline of SEO and rise of answer engine optimization
(09:34) Building content strategy around jobs to be done
(14:46) New review strategies including AI voice reviews
(20:58) How leaders can adapt go-to-market strategies in an AI-first world
(27:52) Fun career stories
