We know that buyer behavior has changed. To keep pace with the evolving preferences and needs of buyers, we publish the G2 Buyer Behavior Report annually, based on a survey of nearly 2,000 software buyers across the globe.
In a recent webinar, I had the opportunity to team up with G2 CRO Eric Gilpin and G2 VP of Research Insights Tim Sanders – discussing some of the top findings from this year’s report to explore how behavior is shifting in the age of AI and how companies should adjust their strategies.
Here are some of the key takeaways from our discussion.
1. The promise of AI is dictating new purchases
Good news, buyers plan to buy more next year, as long as it includes AI. The promise of Artificial Intelligence is compelling companies to rethink their software stacks and investments. When we look at the messaging and position of software sellers, AI has an exponential impact on outcomes. AI is not just enhancing efficiency, personalization, and productivity – it's fundamentally altering how decisions are made.
Our 2024 Buyer Behavior Report shows over half (52%) of software buyers are gearing up to spend more on software in 2025. This interest is fueled by excitement surrounding AI software, as 56% of buyers said their organization had purchased an AI platform within the last 3 months (as of March 2024) and a whopping 77% believe software companies have genuinely advanced AI technology in their products beyond merely capitalizing on the AI hype.
This excitement to spend more on software is because AI offers exponential improvements in outcomes, from boosting revenue through personalized user experiences (UX) to reducing costs via automation. For go-to-market leaders, it's crucial to recognize the power of AI as a key driver of purchasing decisions and ensure you are promoting AI capabilities and expected benefits in your messaging. Showcasing how AI capabilities can meet evolving customer needs will be essential in capturing the attention of tech-savvy stakeholders.
Core Takeaway: To adapt your GTM and win in the age of AI, leaders must communicate and differentiate their AI value.
2. The ability to win limited software budgets is more challenging than ever
In a competitive market, the battle for limited software budgets has intensified and shortlists are only getting shorter, as Tim pointed out, “If you’re not on the table, you’re on the menu.”
Being on the short list is key. But considering that list is shrinking – down to just 1-3 products – it’s becoming increasingly competitive and challenging to earn a spot. As decision-makers are considering fewer options, there’s also a shift to executive scrutiny on purchases – especially CEOs and CFOs – who are playing a more significant role in these purchasing decisions.
For vendors who want to make the shortlist and stand out, focusing on proving value and end-user credibility needs to be a priority. This is where customer reviews can help, serving as testimonials that can tip the scales in favor of being chosen over competitors, especially when these decisions are being critically analyzed by top executives.
Collecting reviews consistently with an always-on strategy – and then incorporating those reviews into the product experience – is key for enhancing trust and visibility. This becomes increasingly critical in crowded categories as more and more players emerge. As Eric noted, “understanding the why and the higher problem your product serves and solves for and matching it with customer relevance will allow brands to stand out.”
Core Takeaway: Short lists are shrinking and financial proof points are critical as economic buyers in the C-suite get more involved in the decision.
3. Expectations for fast ROI are heightened
As organizations invest in AI, the expectation for swift ROI has become non-negotiable. Our Buyer Behavior Report revealed that buyers now anticipate seeing tangible returns within just six months of adopting new technology. While 78% of buyers expect to see ROI within 6 months of purchase, the reality is that 44% indicate actually seeing ROI within 6 months – according to G2 reviewer data.
This expectation demands that vendors not only deliver on promises quickly but also ensure customers are equipped to achieve value rapidly. This is especially true when you consider that 62% of buyers expect faster ROI from AI-powered software.
This is why it’s so critical to get your product teams to deliver product experiences that deliver value as fast as possible, optimizing the onboarding experience to quickly deliver promised benefits. It’s also essential to aid customers in reaching those vital first moments of adoption. By doing so, you not only satisfy immediate expectations but also establish a foundation for sustained engagement and loyalty.
Eric added, “Annual business reviews are dead. QBRs are on the way out,” underscoring the shift towards ongoing value demonstration, aligning with customers’ need for rapid and continuous results.
Core Takeaway: To adapt your GTM and win in the age of AI, leaders must deliver value quickly through in-product experiences.
Aligning with shifting market demands
In an era where market dynamics are constantly evolving, aligning your approach with these identified imperatives—embracing AI, maximizing authenticity, and delivering rapid ROI—will be vital. These strategies are not just responses to current trends but necessary adaptations that will power future growth.
If you missed our live conversation, watch the on-demand webinar here!
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