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