Adapt your digital marketing for the modern B2B buyer.

B2B audiences are younger than ever, and a traditional approach simply won’t cut it. Millennials now occupy senior roles that influence purchasing decisions, whilst Gen Z roles often involve researching available products and services as a starting point for those who do make the purchasing decisions.

The shift in search behaviour

While search engines do still play a role, both Millennials and Gen Z, are increasingly turning to both TikTok and AI tools such as ChatGPT to search for information on available products and services.

This means websites and digital content need to be optimised so AI tools can find them. We’ve written some tips on how to do that here.

With over 30 million users in the UK, TikTok is a great platform for users to discover your brand and having a presence on it is a big opportunity. In fact, 40% of Gen Zers prefer it over Google as a search engine. More on that here.

The power of short form video

This one’s no secret but with the rise of TikTok, YouTube shorts, and Instagram reels. Short form video is the content these generations are engaging with most to learn about products and services.

How-to, explainers, meet the teams, client interviews, and Q&As are all kinds of video content that younger B2B buyers like to see. They absolutely need to be a part of your content strategy.

Look beyond LinkedIn

While LinkedIn has long been the go-to B2B channel, we now need to look beyond it. Having a presence and being visible where younger professionals truly spend their time is crucial.

Platforms like YouTube, Facebook, Instagram, and you guessed it TikTok need to be included in content plans. Even Reddit is becoming an important channel as users seek to validate their decisions through discussions with others in their industry.

Embracing these three key points will ensure you are in a good place to reach and engage the B2B audience of today and tomorrow.

We’re here if you need a hand though – hello@wethrive.agency