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Generation Z is changing the game in B2B marketing

Generation Z is changing the game in B2B marketing

Author: Elena Badea, Managing Director, Valoria Business Solutions

One of the most significant changes currently taking place is the gradual rise of Generation Z members to decision-making positions: first in middle management, then in top management.

Generation Z, made up of those born between 1997 and 2012, brings a new perspective on how business is conducted, their preferences being marked by transparency, authenticity and the integration of modern technologies.

This generation, also known as “digital natives”, is ready to radically change the way B2B (business-to-business) companies approach marketing and sales.

That is why it is important to see what the characteristics of Generation Z are and how these traits influence their decisions in the B2B environment.

1. Characteristics of Generation Z

Generation Z is the first one to grow up completely in the era of the internet and smartphones. Unlike Generation Y, who witnessed the technological transition, Generation Z does not know a world without digital technology. This aspect profoundly influences the way they interact with information, communication and brands.

The main characteristics of Generation Z are:

Technology as a way of life: They use technology for almost all aspects of life, from communication, information and socialization, to business decisions.

Authenticity and transparency: They are skeptical of traditional advertising messages and prefer companies that are open, honest and authentic.

Social responsibility: They attach great importance to sustainability and ethics in business.

Fast and concise information: They prefer short, direct and visual content.

Collaboration and inclusion: They support diversity and collaborative work environments.

Flexibility and innovation: They are attracted to innovative solutions and adapt quickly to changes.

2. Generation Z in B2B companies

As Generation Z begins to occupy leadership and decision-making roles in B2B companies, their distinct behaviors become apparent.

These young people are different from their predecessors in the way they establish relationships with suppliers and make purchasing decisions.

Here are some ways in which Generation Z differentiates itself in such roles:

a. They make data-driven decisions

Generation Z is accustomed to online access to information and uses this resource to make informed decisions. Before choosing a product or service, they analyze online reviews and look for concrete evidence of effectiveness.

They do not rely only on direct recommendations, but look for transparency and verifiable data to trust suppliers and business partners. Video content is the most appreciated!

b. Easily adopt new technologies

Generation Z employees are extremely open to the rapid adoption of cutting-edge technologies, such as artificial intelligence, process automation, and advanced data analytics.

To attract this generation, B2B companies must demonstrate adaptability and constantly integrate innovative solutions. Companies that do not keep up with technological trends risk being perceived as outdated and uncompetitive.

c. Demand transparency in the sales process

Generation Z rejects ambiguity and manipulation in the sales process. They prefer to collaborate with suppliers who provide detailed and clear information about prices, process steps, and anticipated results. Lack of transparency can quickly lead to a loss of trust.

Companies that provide clarity at all stages of the transaction will be more likely to earn the loyalty of this generation.

d. Communicate quickly, across multiple channels

Generation Z appreciates the instant communication and flexibility offered by modern digital platforms. Employees in this generation frequently use social media, messaging apps, and emails to interact.

They expect fast, accurate, and consistent responses, regardless of the channel they choose. Companies must be active and efficient across multiple channels to meet the expectations of this segment and facilitate fluid and efficient communication.

e. Company values matter to them

For Generation Z, business collaborations are influenced by the ethical and social values that a company promotes. They prefer to collaborate with companies that support sustainability, ethical practices, and social responsibility.

Commitment to the environment, diversity, and transparency can be a powerful differentiator. Companies that clearly communicate these values will succeed in building strong relationships and earning the respect of decision-makers in this generation.

3. Marketing strategies adapted to Generation Z

To attract and retain the attention of Gen Z decision-makers, B2B companies need to adjust their marketing approaches. Here are some effective strategies to meet the preferences of this generation:

a. Transparency and authenticity in messages

Gen Z can easily detect fake or manipulative content. Marketing messages must be authentic and transparent. Companies that publish real case studies, honest testimonials, and detailed information about their products and services are appreciated.

Examples of authentic content:

Behind-the-scenes videos: Give a glimpse into the company’s processes.

Authentic reviews: Present customer opinions as they are.

Storytelling about company values: Emphasize the mission and organizational culture.

b. Video and visual content

As a visual generation, Gen Z prefers video and graphic content. Webinars, explainer videos, and interactive content are great ways to convey complex information in an engaging way. Companies that use engaging visual formats can more easily retain attention and clarify key details about their products and services.

Examples of video and visual content:

Educational webinars: Live presentations on relevant industry topics.

Explainer videos: Detailed demonstrations of a product’s functionality.

Animated infographics: Complex information presented visually, easily understood, and engagingly.

c. Advanced personalization

Generation Z values personalized messaging and offers and expects an individualized approach that reflects a deep understanding of their specific preferences and challenges. B2B companies must, therefore, use data to tailor content and solutions to each customer’s specific needs.

Examples of advanced personalization:

Personalized campaigns: Messages tailored to the customer’s behavior and history.

Personalized recommendations: Offers based on the customer’s past interactions.

Personalized landing pages: Content tailored to the target audience segment.

d. Social responsibility and sustainability

In the context of ESG, companies have to implement sustainable practices. Those that publish social responsibility reports and get involved in environmental and social initiatives strengthen the trust and loyalty of Generation Z decision-makers. They appreciate companies with a responsible vision of their impact on society and the environment.

Examples of social responsibility and sustainability:

Eco-friendly products and processes: Initiatives that reduce the company's carbon footprint.

Sustainability reports: Annual documents that present environmental and social efforts.

CSR campaigns: Community support or environmental protection projects.

e. Real-time feedback

Generation Z values companies that are receptive and open to suggestions and that implement systems that allow for rapid collection and response to feedback. This proves that the brand is concerned about customer needs and willing to continuously improve the products and services offered.

Examples of real-time feedback:

Post-purchase surveys: Quick forms to assess customer experience.

Live chat for support: Provides instant answers to customer questions.

Integrated review platforms: Allows feedback directly on the company website.

4. Challenges of adapting to Generation Z

Despite the numerous opportunities that Generation Z brings, there are also some important challenges that B2B companies must carefully manage to adapt to the new realities of the business environment. This generation, with a different perspective on commercial relationships, makes it necessary to rethink B2B sales and marketing strategies and processes.

Here are some of the most important challenges involved in adapting to Generation Z.

a. The rapid pace of technological change

Technology evolves at an accelerated pace, and Generation Z is always connected. To remain relevant, companies must constantly monitor trends and integrate the latest technologies into B2B marketing and sales processes.

Adopting these technologies is not just an option, but a necessity to meet the expectations of this generation of decision-makers. Ignoring progress, especially in terms of digital technologies, can lead to a loss of competitiveness and difficulty attracting customers from Generation Z, who are looking for efficient and modern solutions.

b. The need for constant authenticity

Generation Z values honesty and is extremely sensitive to any attempt to manipulate reality. This generation quickly loses trust in companies that promote misleading messages or have deceptive marketing practices.

To avoid this trap, brands must communicate values authentically, be transparent in the sales process, and accept open feedback. Any element of falsehood discovered can seriously damage the company’s reputation, and regaining trust becomes a difficult and expensive process. Authenticity is the key to long-term success.

c. Managing multiple channels

Generation Z expects a fluid and consistent experience across all digital platforms, whether we are talking about social media, websites, or mobile applications. Ensuring a consistent presence across all channels requires significant financial and technological resources, as well as careful coordination of messages and interactions.

Each channel must provide a memorable experience, and responses must be fast and relevant. This complex management can be a major challenge, but it is essential to meet Generation Z’s expectations and build strong relationships with these modern decision-makers.

In conclusion

Generation Z is already redefining the marketing mix and B2B sales processes, through its demands for transparency, technology, and social responsibility. Companies that embrace these values and implement tailored marketing strategies will have a significant competitive advantage. The success of B2B businesses will depend on the ability to understand and respect the preferences of this generation of future managers and business leaders.

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About Valoria

Valoria is a consulting, training, and executive coaching company. Through our services, we help entrepreneurs to grow their business and make success concrete and predictable. Companies turn to us for marketing, human resources and sales consulting. We often respond to requests for training or coaching of management teams. Competence, trust, innovation and passion are the values we uphold in everything we do. We build long-term partnerships and collaborations, because we offer guaranteed results and the best quality, at the right price. In 2023, the Daily Finance publication nominated Valoria in the Top 20 management consulting companies in Bucharest. Find out more at: www.valoria.ro.

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VALORIA BUSINESS SOLUTIONS SRL
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