What's Happening?
Irina Novoselsky, CEO of Hootsuite, addressed the changing landscape of B2B marketing at the Web Summit in Lisbon. She emphasized that traditional buyer journeys are becoming obsolete as Gen Z and millennials, who now make up 75% of B2B buyers, prefer
consuming content across social media platforms rather than through direct contact methods like cold calls. Novoselsky highlighted the importance of adapting marketing strategies to meet these new expectations, focusing on organic engagement and social media presence.
Why It's Important?
The shift in B2B buyer demographics towards younger generations is reshaping marketing strategies, necessitating a focus on social media and organic engagement. This change challenges traditional marketing metrics and budget allocations, as referrals and word-of-mouth become more influential. Companies that adapt to these preferences stand to gain a competitive edge, while those that cling to outdated methods may struggle to connect with the new generation of decision-makers.
