There’s a generational shift taking place in B2B purchasing. Studies show that younger buyers now represent two-thirds of B2B decision-makers. While traditional B2B marketing strategies have primarily focused on targeting baby boomers, Generation X, and millennials, a new generation is rapidly emerging as a new force in the B2B sector: Gen Z.
Born between 1997 and 2012, Generation Z is the first generation to grow up with technology at its fingertips. As this group enters the workforce, rises through the ranks, and takes on positions of influence, their unique perspectives and preferences reshape the way businesses operate and make purchasing decisions. Understanding and connecting with Gen Z buyers are critical to staying ahead of the curve in a competitive B2B marketplace.
Tips for Marketing to Gen Z
While Generation Z might be captivated by the latest viral TikTok trends and social media challenges, that doesn’t necessarily translate to B2B marketing. But, as this generation begins to climb the corporate ladder and contribute to high-stakes business decisions, it’s crucial for B2B marketers to refine their strategies to effectively connect with this tech-savvy group.
Here are some suggestions for shifting your marketing strategies to ensure you connect meaningfully with the newest generation in the workplace:
1. Leverage B2B Influencer Marketing
Gen Z looks to influencers, bloggers, and peers for social proof and recommendations on products and services. Identify relevant influencers in your industry that appeal to a Gen Z audience and collaborate with them on sponsored content, reviews, referrals, testimonials, and other partnerships.
2. Focus on Mobile Optimization
Gen Z buyers are digital natives, so be sure to provide an optimized mobile experience for this audience. Ensure your website is fast and free of glitches or slow speeds. Consider communicating with Gen Z customers through text messaging. Because data privacy is a paramount concern for Gen Z, prioritize data security. Also, communicate openly about data usage on all digital channels.
3. Emphasize Authenticity in Messaging
Gen Z highly values authenticity and can spot marketing that lacks a meaningful message from a mile away. Make sure your messaging is genuine and transparent about what your company does and stands for. Brand values that resonate with this audience include topics such as mental health, social and environmental causes, diversity and inclusion, and ethical labor practices. The graphic design platform Canva appealed to B2B Gen Z audiences with its “What Will You Design Today?” campaign. By highlighting how Canva helps individuals and businesses achieve their goals and turn their dreams into reality, the campaign focused on value- and mission-driven projects, appealing to common Gen Z ideals.
4. Embrace Video and Interactive Content
Gen Z is known for having a short attention span, and this group of buyers typically prefers bite-sized, engaging, and visually compelling content. Short videos, live streams, reels, and interactive tools like quizzes and polls help brands demonstrate products and/or services while keeping Gen Zers interested and engaged. Technology is essential for capturing Gen Z’s attention, so seek to incorporate tools, features, and initiatives that create tech-centric and memorable brand interactions.
Building Relationships with Gen Z
Building strong relationships with Gen Z clients is crucial for business success. Here are some tips for connecting across the generational divide:
1. Understand Communication Preferences
Building professional relationships with Gen Z requires understanding their preferred communication methods and being willing to adapt to new channels. Since Gen Z is so comfortable with technology, they often prefer a Slack instant message over an email. Most would also rather receive a text message than a phone call. They also expect frequent communication, so schedule regular check-ins and respond quickly to any requests for information. To further resonate with this audience, adopt a more approachable, human tone instead of using overly corporate or formal language.
2. Build a Brand Community
Gen Z seeks connection and belonging, even in business. Create spaces where target audiences can interact, share experiences, and feel “special.” Some opportunities for creating a brand community include online forums, social media groups, and online and in-person events. Encourage Gen Zers to become brand ambassadors. Focus on listening to target audiences, responding quickly and authentically, and fostering genuine relationships.
3. Encourage Collaboration
Gen Z thrives in collaborative environments where they can contribute their unique perspectives, ideas, and skills. Encourage open communication with prospects and clients and create a culture that values and learns from diverse viewpoints. Consider involving Gen Z team members in a variety of organizational decision-making processes, including those that center around marketing. This practice provides valuable insights, demonstrates trust, and makes Gen Zers feel like important members of the team.
Generation Z and Beyond
As the landscape of modern business continues to evolve, it’s crucial for businesses to adapt and embrace the changes that Gen Z will bring. From a B2B perspective, this generation’s unique perspectives and work styles will influence how decisions are made and how businesses operate. Gen Z’s presence in the workforce will introduce new ways of working, collaborating, and approaching challenges. Companies that recognize, appreciate, and accommodate these shifts will be better positioned for sustained business growth.
Despite younger generations being the subject of numerous jokes and not-so-flattering stereotypes, the fact remains that they increasingly represent the majority of B2B buyers. They expect more from their B2B buying experience and seek the same level of ease, accessibility, and convenience they are used to in B2C interactions. Organizations that are adaptable, open-minded, and responsive to the needs and expectations of new generations can drive innovation and ensure continued success in the years to come.
