Commentary

B2B Buzz: Gen Z, Millennials Are More Adventurous Marketers Than Gen X, Boomers

Young B2B marketers are much more upbeat about the future than their older colleagues, according to a study by Anteriad and Ascend2.

Of the Gen Z and Millennial marketers polled, 47% expect a significant revenue increase this year, versus 27% of Gen X and only 5% of Boomers. They are also more likely to expect budget increases.  

Boomers and younger marketers are alike in one way: 66% of both groups cite integrating technology as one of their top three challenges in executing an effective go-to-market strategy, compared to 61% of Gen X. 

But there are differences too: 66% of Boomers cite improving data quality as hurdle, while only 57% of the younger group do. 

In addition, 57% of Gen Z & Millennials feel challenged when testing/implanting new tactics, compared to 45% of Boomers. 

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Of course, many Boomers are at the stage where they are leaving the workforce, so these comparisons may or may not be apt. 

Perhaps because they are rapidly assuming leadership roles, Gen Z and millennials are more likely to use numerous channels, even the legacy ones.  

For instance, 42% use paid email, compared to 35% of Gen X and 34% of Boomers. And 62% of the younger set use video marketing, as do 50% of Gen X and 37% of Boomers. 

And Gen Z and Millennials are much more prone to use influencer marketing — at 53%, compared to 40% of Gen X and 34% of Boomers. 

Moreover, the younger marketers surveyed are 13% more likely to use social media for research and decision-making than Gen X -- and are twice as likely to do so as Boomers.

“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,” says Lynn Tornabene, CMO at Anteriad.  

Tornabene adds: “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.”

Anteriad and Ascend2 surveyed 429 B2B marketers earlier this year as part of broader research. 

 

 


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