Gen Z and Millennial B2B Marketers Use Data and New Tactics to Meet Changing Buyer Behavior
2024年7月17日 - 11:00PM
Anteriad, the global B2B marketing solutions provider, today
released new research with Ascend2 that reveals how Gen Z and
Millennial B2B marketers differ from other generations.
Overall, younger marketers tend to work for companies that
experienced higher revenue gains in 2023 and are more confident
that they will see increased budget and performance increases in
2024. Whether their circumstances create higher confidence or not,
the study shows that there are specific differences in the
strategies and tactics taken by younger generations that could be
driving differences in not only confidence but outcomes as
well.
The study finds that
younger B2B marketers are more attuned to the changing behaviors of
business buyers, being more likely to notice an increase in price
sensitivity, an increase in the length of the purchase process, and
in the makeup of the buying group. One reason they have more
insights may be that they use different sources for information.
Younger marketers are 13% more likely to use social media for
research and decision-making than Gen X and nearly two times more
likely than Boomers. Gen Z and Millennial marketers also use
different tactics to reach business buyers.
Younger Generations’ Use
of New Tactics:
-
- Video Marketing: Gen Z and Millennials dominate at 62%,
followed by Gen X at 50%, and Boomers at 37%.
-
- Influencer Marketing: Prevalent among Gen Z and Millennials at
53%, less so among Gen X (40%) and Boomers (34%).
-
- Paid email: Gen Z and Millennials at 42%, Gen X at 35% and
Boomers at 34%
Importantly, Gen Z and
Millennial marketers agree with Boomers and Gen X that a strong
data foundation is a critical component of successful B2B marketing
and are even more adamant about the importance of data
quality. They are also more likely to state that AI will have
a positive impact on a number of key marketing elements including
authenticity and consistency.
“Gen Z and Millennial
professionals now make up the majority of business buyers, and it’s
important for B2B marketers to evolve their strategy to adapt to
shifting behaviors. More Gen Z and Millennial marketers use the
tactics that resonate with their peers, embrace data to identify
important buyer behavior, and embrace innovations like AI. These
are elements that can help all B2B marketers succeed at getting in
front of prospects and customers effectively,” said Lynn Tornabene,
CMO at Anteriad.
Access the report here:
https://anteriad.com/ebooks/gen-z-millennial-b2b-marketers
About
Anteriad
Anteriad puts B2B
marketers directly in front of their next customer and ahead of
their competition. We are trusted by industry giants such as IBM,
Microsoft, Forbes, SHRM, ezCater, and Lenovo to produce significant
ROI multiples for their marketing. Anteriad delivers high-fidelity,
privacy-compliant B2B buyer data, advanced analytics, comprehensive
multichannel execution (full- and self-service), BDR and
SDR-as-a-service in 26 languages, and expert advisory. The
award-winning Anteriad Marketing Cloud platform monitors over 500
billion buyer-related signals each month to provide highly rated
intent data and power demand and performance programs across
channels. Start creating your future today – discover how at
https://anteriad.com/.
Emily Riley
Anteriad
914-330-1128
emily@rileystrategic.com