Revenue Makers The CMOs Guide to AI Search
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Oct 8, 2025 Sydney Sloan, CMO at G2, shares her expertise in navigating the evolving B2B landscape influenced by AI and buyer behavior. She reveals that half of buyers now start their journey with LLMs instead of Google, shifting the focus from SEO to 'answer engine optimization.' Sydney discusses the significance of user-generated content and reviews in this new paradigm. She offers insights on adapting content strategies and KPIs, emphasizing the importance of integrating review collection into products for building trust and meeting buyer expectations in an AI-first world.
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LLM Search Adoption Skyrocketing
- G2's buyer study found LLM starts rose from 29% to 50% in four months, signaling a rapid shift in search behavior.
- Marketers must build brand presence where audiences now start: inside LLMs and AI agents.
From SEO To Answer Economy
- Organic traffic from traditional SEO is declining as LLM summaries and new citations appear in search results.
- Brands must pivot from SEO to being discoverable in the 'answer economy' across citations and user content.
Build Content Around Jobs To Be Done
- Map your ICP to personas and build content around jobs-to-be-done instead of just keywords.
- Broaden content to solve adjacent challenges so you become the authoritative answer before purchase intent arises.