What It Means: A Forrester Podcast Perplexity’s Strategy, B2B Influencers, Salesforce Buys Informatica
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Jun 12, 2025 Rick Bradbury and Kate Leggett, both analysts at Forrester, dive into the chaotic world of business transformation. They explore Perplexity's strategic partnership with PayPal and Shopify, boosting e-commerce integration. AI's impact on online shopping and the risks involved, from data privacy to catalog management, is discussed. They also highlight how B2C brands must adapt to influencer marketing and the implications of Salesforce's staggering $8 billion acquisition of Informatica, reshaping CRM with an AI focus.
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Transforming AI-Driven Shopping
- The partnership between Perplexity and Shopify could transform online shopping by enabling unified carts across multiple storefronts through AI search.
- This shift could significantly shorten the path to purchase, enhancing the consumer shopping experience.
Pivot To AI Search Marketing
- B2C brands should pivot their digital marketing strategies towards AI integrated search engines where consumer attention is shifting.
- Optimize product content for third-party channels since AI search discovery won't always direct consumers to brand.com sites.
B2B Influencers Are True Experts
- B2B influencers are evolving beyond celebrity-like figures to true experts and practitioners who reduce buyer risks.
- Influencer marketing is becoming a vital part of B2B strategies because buyers value peer insights in complex purchasing decisions.