Are B2B Brands Out of Touch with Younger Buyers?

Millennials and gen Zers have a growing influence on the purchasing process, but marketing practices have failed to keep pace

By Marie Griffin

Compared to older buyers (read: baby boomers and gen Xers), gen Zers rely less on vendors and more on independent sources of information. To get in front of buyers doing their own research, B2B marketers need to devote more resources toward improving how their company shows up in search and amplifying positive mentions and ratings in analysts' reports.