How To Show up in ChatGPT Results & More B2B Marketing Secrets with Sydney Sloan - Ep 62

Plus, What makes a vertical ripe for AI disruption?

Aug 08, 2025

Welcome to the latest weekly edition of The Transaction newsletter & podcast. Every Thursday, we share resources you should check out, what we’ve found insightful recently, and tactical ways you can improve your go-to-market today. For more: Podcast | YouTube

Oh boy, we’ve got a banger of an episode for you this week!

Here’s what’s on deck this week:

What Craig’s Reading
Recent Insight from a Past Guest: Scott Albro Highlight
Latest Episode: How To Show up in ChatGPT Results & More B2B Marketing Secrets with Sydney Sloan - Ep 62
Movie Poster Mockup: Twins

Did someone forward you this newsletter? I’m sorry about that, but since you’re here, you might as well subscribe…

What Craig’s Reading: Clari & Salesloft Merger

Well, it’s a quick read but it’s big news in GTM tech. 2 OGs in the GTM tech world coming together. They face a changing buying environment and of course, a whole host of other options driven by…AI

Read the Business Wire Article

Recent Insight from a Past Guest:

Scott Albro, Scott’s Latest Episode of The Transaction

In honor of Scott filling in for Craig in the latest episode, we’re highlighting a recent LinkedIn post of his covering what he took away from Clay raising $100M at a valuation of $3.1B.

Scott's Post

Latest Episode: How To Show up in ChatGPT Results & More B2B Marketing Secrets with Sydney Sloan - Ep 62

80% of B2B buyers are already using AI in some part of their research process. Yes, you read that correctly and we’ve got a special, repeat guest on the show to help you understand that shift in buyer behavior, how to capitalize on it, and much more.

We are thrilled to welcome back AI and marketing expert Sydney Sloan, the Chief Market Officer of G2, to the program on this episode. Sydney joins Co-Hosts Matt Amundson and special Co-Host Scott Albro to explore how AI is being used by buyers when making purchasing decisions, the transition from SEO (Search Engine Optimization) to GEO (Generative Engine Optimization), and where business opportunities are emerging along the ‘AI Gradient.’ Plus, we get into some super tactical ways to improve your review strategy to increase trust and show up in AI search results.

Also, Matt fawns over Cursor once again, Scott asks about tweeting at Founders, and Sam The Producer mercilessly throws Craig squarely under the proverbial bus.

Critical Takeaways

80% of buyers now use AI as part of their research process. In order to actually show up in results from an LLM, brands must embrace Generative Engine Optimization (GEO) by creating and optimizing brand content for people and problems, not just keywords.
The best way to get more customer reviews is to embed review prompts in-app via tools like Medallia, Pendo, or Qualtrics. This leads to higher volume, verified reviews without incentives. Work with your product team to operationalize in-app review capture.
To influence LLM outputs and improve buyer relevance, encourage customers to describe their specific use cases when writing reviews. This increases your company’s discoverability in AI-generated comparisons and rankings.
Encourage founders and leaders to engage with reviews and even respond directly, this signals customer obsession and builds brand trust. Ps. you can pipe G2 reviews directly into Slack (Which is what Kyle Porter did at Salesloft).
As AI agents become more integrated into your tech stack, you’ll start to feel the emerging need for an “AI architect” role in RevOps. This person would manage prompt engineering, agent workflows, and orchestration across sales, marketing, and customer systems.

Chapters

00:00 - Episode Preview
00:48 - Introducing Sydney Sloan, Chief Market Officer at G2
04:15 - The Emerging Go-To-Market Playbook & New B2B Buyer Behavior Study
11:25 - How to Use G2 to Rank Your Brand in ChatGPT Results for Best SaaS Tools
15:11 - What Makes G2 Reviews Stand Out & Why You Should Always Respond to Customer Reviews
18:46 - How Founder-Led Companies are Using Customer Reviews Creatively
21:59 - How Buyers are Using AI Tools In Their Buyer Journey & To Compare Solutions
26:47 - How Generative Engine Optimization Helps Your Brand Show Up in AI Search Results
31:59 - Why Enterprises are Using AI Tools More Than Startups
33:53 - The Meteoric Rise of Cursor & Which Categories or Niches are Ripe for AI Disruption
44:24 - The AI Gradient & Why You Need an AI Architect on Your RevOps Team
50:21 - Throwing Craig Under The Bus For Causing a Technical Issue & Wrapping Up

Epic Quotes

“ What we did six months ago is definitely not what we're going to do six months from now.” - Sydney Sloan

“ If you haven't yet started thinking about how do you show up in the LLMs, you're behind” - Sydney Sloan

“ I don't think you can put all of AI generically into the hype cycle. I think you have to look at it by category or use case.” - Scott Albro

“ People use different language in LLMs than they do in search engines.” - Matt Amundson

Connect with Sydney Sloan

LinkedIn: https://www.linkedin.com/in/sydsloan/
G2 Website: https://www.g2.com/
G2.ai: https://ai.g2.com/
Putting AI Into Action Roadshow: https://sell.g2.com/ai-in-action-roadshow
G2’s 2025 Buyer Behavior Report: https://learn.g2.com/2025-g2-buyer-behavior-report

Shoutouts

Kyle Porter: https://www.linkedin.com/in/kyleporter/
Kyle’s Episode of The Transaction: https://thetransaction.substack.com/p/startup-stunts-and-loving-your-customers
Tim Sanders: https://www.linkedin.com/in/sanderssays/
Guillaume Cabane
Cursor: www.cursor.so
Qualified: www.qualified.com
Clay: www.clay.com
HubSpot: www.hubspot.com
1mind: www.1mind.com
Salesloft: www.salesloft.com
Gong: www.gong.io
Iron Mountain: www.ironmountain.com
Airbnb: www.airbnb.com
Waze: www.waze.com
Uber: www.uber.com
Lovable: www.lovable.so
Windsurf: www.windsurf.ai
Waymo: www.waymo.com

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Movie Poster Mockup: Twins

Rosenberg and Amundson starring in Twins? You can’t argue that it makes less sense than the dynamic duo of Schwarzenegger and DeVito starring in this Ivan Reitman comedy from 1988. Only in the ‘80s could you get a pairing like that… Aside from Matt and Craig, of course.

Follow the Hosts

Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/
Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/

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