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In this episode, Dan Fleetwood chats with Tim Sanders, VP of Research at G2, about the 2025 Buyer Behavior Report and why AI is now a baseline expectation, not a bonus. From survey design to buyer churn, Tim explains how AI is reshaping B2B decisions, and what sellers need to know about adoption, value, and the future of software discovery.
Guest:
Tim Sanders – VP of Research & Insights at G2 and executive fellow at Harvard’s Digital Data Design Institute. Tim is a bestselling author and former Yahoo executive, known for his human-centric take on technology, strategy, and growth. At G2, he leads AI research and buyer trend analysis for the world’s largest software marketplace.
⏱️ Topics and timestamps:
[00:00] Intro
[00:38] Tim Sanders’ background and role at G2
[02:35] Using AI for survey design, question logic, and visualizations
[06:14] AI’s obsession with bias detection
[07:37] Why “AI Always Included” became the 2025 headline
[08:51] How to spot real vs. superficial AI in software tools
[10:41] AI’s core value: optimization, personalization, automation
[11:30] Understanding the AI agent gradient: From copilots to systems
[14:16] Why enterprise buyers now prioritize adoption over ROI
[17:41] The rise of central IT as the main AI funder
[20:12] Why marketers must learn to speak to tech leaders
[21:35] Which GTM strategies companies are overlooking most
[23:05] 4 out of 5 buyers say AI has changed how they research
[23:48] 29% of software buyers now start with a chatbot
[24:06] How Google is losing ground to AI search in enterprise
[25:35] The new buyer path: LLMs → review sites → vendor site
[27:31] Why natural language platforms like G2 outperform static sites
[29:55] Final advice: get rid of your traditional subscription model
[33:02] Outro
🔗 Useful links:
Tim Sanders on LinkedIn: https://www.linkedin.com/in/timsanders
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
Learn more about QuestionPro: https://www.questionpro.com
