{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The B2B CMO Podcast with Jon Miller and Sydney Sloan","title":"Inside G2's 2026 Buyer Behavior Report with Alexandra London, CMO of G2","html":"","width":"100%","height":180,"duration":953,"description":"Alexandra London is the Chief Marketing Officer at G2, the world's largest and most trusted data source in B2B software, serving more than 200 million annual software buyers. She joined G2 to lead marketing into the AI era, building growth engines designed for acceleration, accountability, and long-term value creation. \n\nAlexandra joins Sydney Sloan to unpack the findings of G2's 2026 Buyer Behavior Report: The Evaluation Maze: how 82% of buyers have sourced a software recommendation from an AI chatbot, what separates getting cited from winning the answer, and why 49% of buyers had a CFO veto a software purchase that had already been approved.\n\nThis episode is part of a partnership between The B2B CMO Project and G2. \n\nJump Into the Conversation:\n(00:00) Meet Alexandra London\n(01:28) Why the Buyer Behavior Report matters to CMOs\n(03:57) The new research timeline only takes hours instead of weeks \n(05:20) How to win the answer, not just get cited\n(06:02) Marketing to the human and the agent at the same time\n(08:57) The new data point: 49% of CFOs vetoed an approved purchase\n(10:27) Why nobody wants to sign a three-year deal anymore\n(12:27) Token maxing and bringing the CFO along the journey \n\nEpisode Takeaways\nThe shortlist is now built before you know the buyer exists. 82% of buyers sourced a software recommendation from an AI chatbot in the last 24 months, and review sites and AI chatbots are now the top sources influencing which vendors make that shortlist. Research that used to take weeks to months is now happening in hours.\nGetting cited is not the same as winning the answer. Being mentioned is table stakes. What matters is whether your brand is the recommendation the buyer acts on, and whether your own content is what shaped how the model describes you.\nYour content has two readers now, and one of them recrawls every 90 days. The models recrawl, re-understand, and repopulate on roughly a 90-day cycle, which means stale content quietly becomes a stale answer....","thumbnail_url":"https://img.transistorcdn.com/knMyK_PHzrcpzD9ir526SwtsYds11WxoXrHnF5DGctU/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9kYjhj/NTc3MGVhMjg4MDA1/NDkyMjczYWZmOTU1/YTRkMS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}