""Are you ready to put your CEO on TikTok?" There was an audible laugh from the crowd. "Are you ready to create the chief influencer officer?" he went on. "Do you invite influencers to your company events?" The laughter seemed to dissipate, because - as Colony stressed - if the answer to any of these is 'no,' then chances are you're missing out on sales."
"And what's taking the top spot? AI search was the most selected impactful interaction. Buyers use it to find vendors at the beginning of the process to determine which they should be talking to. They use it to compare vendors and then make the final purchase. According to Forrester, 94% of buyers now utilize ChatGPT, Claude, Perplexity or some other AI search engine in the buying process."
Approximately two-thirds of B2B buyers are millennials or Gen Z, driving rapid change in the buying journey. AI search has become the most impactful interaction, with buyers using tools like ChatGPT, Claude, and Perplexity for vendor discovery, comparison, and final purchase decisions. Influencers have risen to second place as critical sources of perspective during the buying process. Traditional impactful interactions still include product experts, industry websites, other customers, and internal associates. Companies that ignore influencer engagement and AI search risk missing sales and should integrate influencer roles and AI-focused strategies into marketing and events.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]