B2B buyers are changing. Are you ready?

Know the demands are different

Did you know that over 50% of younger B2B buyers rely on social media and personal networks when making their purchase decisions? Or that they’re more demanding and quicker to express when they don’t like something with the buying experience?

Appealing to a younger demographic isn’t just about introducing strategy changes. It’s about embracing a different mindset, knowing what their demands are, and how you can appeal to them to stay ahead of the curve.

As Amy Hayes, vice president and research director at Forrester says, “generational shifts in the workplace are turning the business buying process on its head. Lack of understanding about Millennials and Gen Z buying behaviours can adversely affect providers’ ability to reach, engage, and ultimately win these buyers over.”

Think about where they're hanging out

When it comes to social media, your first instinct is probably LinkedIn. With 87% of B2B marketers having a paid relationship with the platform, those instincts would be well placed.

As a younger demographic steps into the shoes of their predecessors, they’re bringing familiar channels with them. Now TikTok, Reddit, and even Pinterest are all emerging as viable ways for B2B businesses to get the message out.

If we take TikTok as an example, its video-first approach, responsive algorithm, and more authentic take to content has seen B2B brands like Shopify and Adobe get great engagement with success stories, influencers, and how-to content.

For your brand, think about whether a new platform fits and how you’ll use it to show your brand identity.

Explore content that resonates

It’s important to remember that B2B buyers aren’t just buyers. They’re digital natives that have lives outside of work. They’ll have a way they consume content and will bring those preferences into their work naturally.

To put things into context, think about the current state of content consumption. Gen Z watches more online video than any other generation and is more likely to buy something from an influencer than they are from a business they follow on social media or even a friend.

So, how can you bring those preferences into the content your B2B business is using to market its products and services? Are you leaning into video? Have you thought about partnering with an industry influencer?

Elevate your ethics

Millennial and Gen Z consumers care deeply about values and activism, especially when it comes to topics like inclusivity and the environment. In their personal lives, it’s been reported that 48% of Millennials and 49% of Gen Z are willing to pay more for environmentally friendly products.

In the same way they want content that resonates, those people will want to work with B2B companies that are vocal about that and make it part of the way they do business. If you have recycling or sustainability initiatives, make it a point to talk about them. If you support any causes or charities, make it known on your website and social media.

Remember, you're not the only one

Want to know how many decision-makers are at the table of a complex B2B sale today? Six to 10, each with four or five pieces of information they’ve gathered independently to discuss with the group. Paired with the fact that the B2B buying journey is no longer linear and can result in potential buyers entering at different times, you can almost guarantee your business isn’t the only one in the running.

While that idea may seem overwhelming, it should light a fire under the importance of creating better content at every stage of the funnel and appealing to all the above throughout that process. Make it smart, make it authentic, and make it fit their personal buying habits.