The B2B buying landscape is undergoing a seismic shift. Millennials and Gen Z now dominate decision-making roles, accounting for 67% of buyers responsible for $1 million-plus purchases. These younger buyers bring a fresh perspective to the table—they value independence, demand transparency, and expect seamless digital interactions that mirror their consumer experiences.
For marketers, this means traditional tactics like lengthy sales cycles, cold emails, and overly technical content won’t cut it anymore. To connect with today’s buyers, B2B marketers must adapt their strategies, showing up across multiple touchpoints to educate, engage, and build trust.
Why Video Is Leading the Way
Video has emerged as one of the most effective mediums for engaging Millennial and Gen Z buyers. Having grown up immersed in video content, these audiences still favor it as their primary format for learning, connecting, and making decisions—even in professional settings.
What makes video so powerful? It simplifies complex concepts, brings authenticity to your brand, and tells stories in a way that resonates on an emotional level.
For B2B marketers, video is an opportunity to:
- Break down technical concepts: Use animations or visuals to simplify complex topics.
- Showcase customer success: Highlight real-world results through testimonials or case studies.
- Tell compelling stories: Bring your brand to life in an engaging and digestible format.
The data supports this shift: 55% of marketers say short-form video delivers the highest ROI of all digital content formats. From quick explainers and product demos to customer stories, video creates a direct connection with buyers.
Advanced targeting through channels like Connected TV (CTV) can make video even more impactful. By using tools to segment audiences based on role, industry, or company size, marketers can ensure their videos are seen by the right people. At Direct Agents, for instance, we use media-buying strategies that track engagement and drive measurable results.
Integrating video across the buyer’s journey ensures your brand stays top of mind, helping you stand out in an increasingly crowded market.
Engaging the Self-Driven Buyer Across Touchpoints
Millennials and Gen Z are self-sufficient decision-makers, often completing up to 90% of their buyer journey before reaching out to sales. They rely heavily on online research, peer recommendations, and trusted resources to make decisions.
This makes it essential for B2B marketers to be present in the right places with content that educates, engages, and provides tangible value. While video is a cornerstone, a multi-channel approach is key to meeting buyers where they are.
Here are some proven strategies to expand your presence:
- Leverage Online Communities: Buyers actively engage in spaces like LinkedIn groups, Slack channels, and subreddits to connect with peers and seek advice. Join these conversations authentically, sharing relevant insights and participating meaningfully. Positioning your brand as a trusted partner in these spaces builds credibility.
- Encourage User-Generated Content (UGC): Tap into the power of your customers by encouraging them to share their success stories, tips, and experiences with your product. Amplify this content across your platforms to build trust and demonstrate real-world impact. Peer-driven, authentic content resonates deeply with these audiences.
- Share Proprietary Research and Insights: Publishing exclusive data, industry benchmarks, and actionable insights positions your brand as an authority. Instead of relying solely on traditional formats like white papers, explore engaging options like infographics, webinars, or interactive dashboards to reach these younger buyers.
By showing up authentically across multiple touchpoints, you create opportunities to educate buyers, build relationships, and guide them toward the solutions they need.
Transparency and Authenticity Are Non-Negotiable
Millennials and Gen Z buyers place a premium on honesty and transparency. They’re drawn to brands that share real outcomes, highlight customer success stories, and steer clear of overly polished or vague messaging. But it’s not just about the brand—it’s about the people behind it.
In B2B, buyers trust subject matter experts and in-house leaders more than corporate statements. They want to see the faces behind the solutions and hear authentic perspectives from those who understand the industry.
Here’s how to put your people front and center:
- Feature your experts:
Create thought leadership content like videos, webinars, and blogs where subject matter experts share insights about trends and challenges your solutions address. - Highlight your leadership:
Use social media to showcase your leaders through posts, live Q&As, or behind-the-scenes content. Relatable and knowledgeable leaders build trust and strengthen credibility. - Bring authenticity to customer stories:
Involve your team in customer success stories. Let your experts walk through how they helped a client solve a specific challenge or implement a solution.
When buyers see the real people driving your brand, it creates an emotional connection and builds confidence in your expertise. Pair this human touch with authentic customer testimonials to amplify trust even further.
Meeting Buyers’ Expectations to Drive Results
Today’s B2B buyers aren’t waiting for brands to catch up. They expect value, transparency, and engaging experiences at every touchpoint. By adapting your strategies to meet these expectations, you’ll not only capture their attention but also foster lasting relationships that drive measurable results.
The key is to embrace a buyer-centric approach: leverage video, engage authentically across channels, and showcase your team’s expertise. When done effectively, these strategies will position your brand as a trusted partner capable of meeting the needs of the modern B2B buyer.
Ready to elevate your marketing strategy? Partner with Direct Agents for innovative, data-driven solutions that deliver results. Contact us today at [email protected]
Jackson Richards, VP of Strategy, Direct Agents