Gordon Tobin

Dec 4, 2024 | learn.g2.com | Kerry Cunningham |Gordon Tobin |Jenny Gardynski

B2B marketing and selling have not been able to keep up with changes in buyer preferences. Despite the change in how buyers make decisions, marketing teams still focus on generating leads, and sales teams hound those leads for meetings in the belief that this is the path to revenue. I have spent the last 11 years examining how B2B buying and selling works. As an analyst at SiriusDecisions and other providers, I have worked with hundreds of organizations.

Jul 8, 2024 | company.g2.com | Chris Perrine |Gordon Tobin |Chris Voce

The consumerization of B2B software buying continues to proliferate. I’ve observed this myself over the years, but it’s nice to have some validation from real software buyers. Our annual Buyer Behavior Report, based on responses from 1,900+ buyers across the world, has emphasized  this growing trend.

Jun 12, 2024 | company.g2.com | Chris Voce |Amanda Malko |Gordon Tobin |Chris Perrine

Under pressure. There’s no better way to describe the intensity of the selling environment that B2B software vendors face. That’s why knowing today’s buyer and their context is more important than ever. What’s shaping their context? You guessed it, AI. I’m excited to share that today we published our 2024 G2 Buyer Behavior Report, based on an annual survey of more than 1,900 B2B software buyers.

Jun 6, 2024 | company.g2.com | Chris Perrine |Chris Voce |Gordon Tobin |Mike Weir

Measurement and attribution have always been crucial components of marketing. And with an increasing number of channels and touchpoints, coupled with rising pressure on marketers to prove value, it's more important and more difficult than ever. Marketers want to understand which channels drive higher conversions, what content influences buyers, and which campaigns have the biggest impact.

Feb 2, 2024 | learn.g2.com | Gordon Tobin |Jenny Gardynski |Sara Rossio

Growth. It’s the topic every sales and marketing leader is focused on right now. We’re coming off a difficult year across B2B SaaS, and the economic headwinds continue to add complexity to our plans. That’s why efficient growth matters more than ever. To dive into current challenges, trends, and solutions to power-efficient growth in the year ahead, we recently partnered with Gong to host a panel discussion in London.