The Official SaaStr Podcast: SaaS | Founders | Investors

SaaStr 819: Swapping Notes on the AI Revolution in Marketing with G2's CMO Sydney Sloan

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Sep 10, 2025

Sydney Sloan, CMO of G2, is a marketing leader with experience at SalesLoft and Adobe. This conversation dives into how AI is transforming marketing and buyer behavior. They discuss the new dynamics in software purchasing, emphasizing AI's impact on building brand trust. Sydney provides practical advice on harnessing AI tools for content creation and enhanced productivity. The discussion also highlights the importance of AI orchestration in strategic planning for marketers aiming to adapt to rapid technological changes.

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INSIGHT

AI As A Default Purchase Requirement

Buyers now expect AI capabilities built into platforms and enterprises are switching fastest for productivity gains.
Marketers must rethink products and positioning as AI becomes an assumed feature.

INSIGHT

LLMs Redefine The Research Funnel

Buyers start research with LLMs and then verify sources cited by the model.
LLMs favor user-generated content, so peer-review sites like G2 gain outsized influence.

ADVICE

Optimize Content For LLM Answers

Reorient content for 'generative engine optimization' to answer prompts rather than chase clicks.
Build content around personas' jobs-to-be-done and formats LLMs index, like listicles and UGC.

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SaaStr 819: Swapping Notes on the AI Revolution in Marketing with G2's CMO Sydney Sloan Welcome to Swapping Notes, a new SaaStr podcast series where we cut through the AI hype and get real about who's doing what with AI in B2B. Amelia LeRutte, Chief AI Officer at SaaStr, and co-host Guillaume Cabane, Co-Founder and General Partner at HyperGrowth Partners, sit down with AI leaders from the companies to share notes and stories on what's working in AI. In this episode, we swap notes with G2's CMO, Sydney Sloan. Together, we deep dive into the evolving role of AI in marketing and buyer behavior. We explore how AI is reshaping the buying process, the significance of brand trust, and the future of web experiences. The episode also covers the importance of AI orchestration roles and practical advice for founders and CMOs to adapt to the rapid advancements in AI tools and strategies. Tune in to discover insights on how to effectively integrate AI into your marketing efforts and stay ahead in the dynamic landscape.

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