Proving Value in the Age of AI

What CMOs Need to Know

Every year, we survey global B2B buyers about their challenges, priorities, and attitudes related to software purchasing. As a marketer and self-proclaimed software nerd, I personally love digging into the findings to see what trends remain, emerge, or disappear.

This isn’t all just for fun though. Understanding what matters most – or doesn’t matter at all – to buyers today informs my team’s approach, helping us more effectively engage with our customers and prospects.

This year’s Buyer Behavior Report from G2, based on responses from over 1,900 respondents, is chock-full of data, insights, and takeaways. Call me biased, but I believe the full report is worth the read. But as a favor for my fellow marketing leaders, who I know are tight on time, I’ve pulled out what I found to be most pertinent.

I’d love to hear what findings resonate with you most, or anything that surprised you. Feel free to let me know with a message on LinkedIn or email (palmer@g2.com).

Palmer Houchins

VP, Head of Marketing at G2

What you need to know

Top buyer trends and my advice to help you win.

Software buyers are under pressure like never before.

Shortlists are shrinking.

45% percent of buyers had 4 to 7 products on their shortlists in 2023, a figure which dropped to 31% in 2024. Instead, 49% had 1 to 3 products, an increase of 16 points YoY (from 33%).

My advice: To make it onto shortlists, promote competitive comparisons, proof points from satisfied customers, and helpful, accessible info. Consider AI-powered chatbots that can answer any questions prospective buyers might have about your solutions.

ROI expectations are rising.

57% of buyers expect to see positive ROI within 3 months of purchase, putting pressure on sellers to show quick wins and prove value soon after implementation. 11% expect to see positive ROI immediately after purchase.

My advice: Emphasize messaging about how quickly you can deliver value, with compelling case study examples.

C-suite leaders must be won over.

41% of buyers identified a C-suite leader or the CFO/highest-ranking financial officer as the person ultimately responsible for signing off on a purchase decision. During the software selection process, the CFO always or frequently holds the final decision-making power (79%), while the legal team tends to slow or block purchase (61%).

My advice: Ensure you have messaging specific to these C-suite personas, knowing what will be red and green flags for them.

AI fuels spend, shifting from hype to real use cases.

Orgs are embracing AI-powered software like never before.

77% of respondents agree or strongly agree that “software companies have genuinely advanced AI technology in their products beyond merely capitalizing on the AI hype.” 56% said their organization had purchased an AI platform within the last 3 months.

My advice: If your solutions have AI functionality and features, tout their benefits clearly. It needs to be more than marketing fluff though, highlighting real uses.

But they have high expectations for impact & value.

72% of C-suite employees said their organization has a formal ROI goal for its AI investment, compared to 67% of managers-SVPs and 60% of ICs. Employee productivity was the number one method (44%) to track ROI from AI platforms or AI-powered software, followed by cost savings (42%).

My advice: Surface case studies that showcase compelling ROI stats for productivity and cost savings from any AI-powered solutions you offer. Use this messaging with executive leaders.

Trust reigns supreme, rising in importance.

Buyers are increasingly skeptical of vendors, turning to peer feedback to guide decisions.

Public product review websites are the most consulted information source, according to 31% of buyers, when planning to purchase goods or services for their company – up from 23% in 2023, 18% in 2022, and 13% in 2021. Independent peer forums and communities followed closely behind. At the same time, 9% of buyers cited “vendor websites are unreliable sources of information” as the biggest obstacle to purchasing decisions, up 6 points from 3% last year.

My advice: Lean into customer marketing efforts, letting success stories speak for themselves. Ensure your profile pages on review sites (like G2!) are optimized, with the latest information for buyers to find on their own, considering they’re already searching there and run review generation campaigns for a consistent flow of recent customer feedback. Also tout certifications recognizing customer satisfaction, security standards, and more. Knowing buyers are increasingly conducting research on their own, show up on their self-serve journeys with touchpoints they’ll find helpful and can trust.

Preview the report.

 
 
 
 
 
 

Download the report.

Discover how the AI frenzy and heightened buyer scrutiny have transformed software selling into an economy of trust.