The world of B2B buying is experiencing a generational shift. According to Forrester’s Buyers’ Journey Survey in 2022, Millennials and Gen Zers—those born after 1980—composed 64% of B2B buyers. In 2023, that figure climbed to 71%.
This signals a dramatic shift in advertising initiatives, compelling forward-thinking marketers to rethink their efforts and embrace new approaches to delight younger buyers.
90% of B2B buyers turn to online channels as their primary method for identifying new suppliers. It’s time you revamp your strategies—and make them more fitting to a younger audience, one that:
Wants to co-create with you
Thinks beyond economic value
Prefers for digital-first communication
Has high expectations for technology integration
Expects seamless, personalized experiences pre- and post-sale
Better Understand the Newer Generation of B2B Buyers
Gen Zers (and most Millennials) are digital natives because they have grown up with technology at their fingertips. Naturally, they navigate the buying process differently from older generations.
In fact, Gartner expects 80% of B2B sales interactions between suppliers and buyers to occur in digital channels by 2025.
However, that doesn’t mean that they don’t value human interactions like their older counterparts do. The difference is that younger buyers expect a human touch later in the purchasing journey.
As a provider, it’s crucial that you carefully identify and anticipate the needs of this modern audience.
Start by delivering digital and mobile-friendly experiences
They’re digitally savvy and heavily rely on digital channels for research, reading reviews, and engaging with online communities to find information and compare options
Before making a purchase decision, young B2B buyers meticulously “scour the web” to find information and compare options.
While reading reviews is a prevalent “technique,” Millennials and Gen Z’s approach is more nuanced. Before engaging with salespeople, they conduct research that positions them to discuss their needs efficiently.
That’s why it’s essential to build a strong online presence, including a website, relevant social media, and SEO.
Hear from your customers
It’s a great way to make your brand advocates feel connected!
By creating a hub for young B2B buyers, you’ll gather authentic consumer voices and help them better share their love of your product on social media channels.
Providing a community forum for advocates can create an avenue for product improvement, as well as training around new or lesser-known features. That’s why delivering tailored content and experiences should remain top-of-mind if you’re seeking to appease an audience that appreciates personalization.
Then, share what your customers think
TrustRadius revealed that 54% of technology buyers consult user reviews during the buying journey. Many Gen Z and Millennials value authenticity and trust peer reviews more than traditional marketing.
Social proof (like testimonials) helps establish credibility by showing that others have had positive experiences with your brand. By displaying testimonials from similar companies or individuals in relatable roles, you’ll tackle a critical question:
What do you think it’s like to get in business with [your company]?
This also touches on the audience’s inclination to self-serve during the buying process. Testimonials and reviews provide the information they need to evaluate a product without needing to engage with a salesperson.
Values rooted in sustainability
Environmental, Social, and Governance (ESG) are key areas that companies focus on to be more sustainable.
While it’s not yet required for all businesses, the UK government plans to make ESG reporting mandatory by 2025. ESG helps companies measure their performance in areas like environmental impact, social responsibility, and good governance.
Millennials and Gen Z, who care deeply about sustainability, want companies to take action on issues like climate change and social fairness. By focusing on ESG, you can resonate with younger buyers, attract investments, and ensure long-term success.
Highlight your commitment to these causes in your branding and marketing efforts, and clearly communicate your practices to appeal to their values.
Master Generational Marketing with Next-Gen Strategies
Engaging with Gen Z and Millennial B2B decision-makers requires you to leverge modern tools that enable you to stay connected, enhance authenticity, and build credibility.
Learn how to adapt your approach with cutting-edge technologies and techniques that resonate with today’s buyers.
Social listening
Tap into what your audiences like, care about, and need with social listening.
Innovative tools such as Brandwatch Social Analytics enable you to track online conversations and adjust your messaging and products to match buyer interests.
This keeps your strategies up-to-date with the latest trends and topics that are important to them. Social listening also lets you create more engaging and authentic content, which builds trust with these younger audiences who value real connections.
Personalizing your approach based on what you learn shows that you understand their needs, making your brand stand out. Plus, it helps you find and connect with key influencers and potential partners, boosting your brand’s credibility and reach among Gen Z and Millennial decision-makers.
User-generated content
Addressing the social proof element remains critical—and user-generated content (UGC) platforms help you meet this need.
Connect with Gen Z and Millennial decision-makers by showing “real people” using and enjoying your products, giving a more authentic feel that younger buyers rely on to shape their purchasing decisions.
By tapping into the latest trends on UGC platforms, you can keep your brand relevant and appealing to these younger decision-makers.
ESG and sustainability reporting
Consider leveraging reporting tools like the Global Reporting Initiative (GRI) and the Sustainability Accounting Standards Board (SASB).
GRI offers guidelines for reporting on your ESG impacts, making sure your information is organized and transparent. It also covers various topics like environmental effects and labor practices, helping make your reports easy to compare with others—a prerequisite for today’s B2B buyers.
SASB provides industry-specific standards that focus on how sustainability issues might affect your company’s financial performance. Using these tools boosts the credibility of your reports, ensures your information is consistent, and helps you give relevant details that stakeholders want to see.
AI-powered chatbots
While there’s a range of innovative ways to leverage AI in B2B demand generation, the focus is on delivering self-service and quick answers at scale.
By using AI-powered chatbots, you can seamlessly appeal to Gen Z and Millennial B2B decision-makers through:
Instant responses and 24/7 support to meet their preference for fast and efficient solutions
Offering tailored recommendations by learning from user interactions
Self-service, helping them handle routine tasks and FAQs
Never Conclude
The key to reaching Millennial and Gen Z B2B buyers is to stay flexible and continuously optimize.
Regularly check engagement metrics, conversion rates, and feedback to find areas that need improvement. This ongoing adjustment is crucial since their preferences change quickly. By staying responsive and using data, you can fine-tune your generational marketing strategy and create more relevant content.
Keep your marketing efforts fresh and effective.
