Anteriad and Ascend2 Find Significant Differences in B2B Marketing Approach by Generation

Anteriad, a global B2B marketing solutions provider, has released new research in collaboration with Ascend2, highlighting the distinctive strategies and tactics of Gen Z and Millennial B2B marketers. The study reveals that younger marketers are not only working for companies with higher revenue gains but also exhibit greater confidence in future budget and performance increases compared to older generations.

• Revenue and Confidence: Younger marketers are linked to companies with significant revenue growth in 2023 and are optimistic about 2024.
• Strategic Differences: The study shows that specific strategies and tactics employed by Gen Z and Millennials may contribute to their heightened confidence and successful outcomes.

Behavioral Insights

• Buyer Behavior Awareness: Younger B2B marketers are more attuned to changes in business buyer behaviors, noting:
  • Price Sensitivity: Increased awareness of price sensitivity.
  • Purchase Process: Longer purchasing processes.
  • Buying Group Makeup: Changes in the composition of buying groups.
• Information Sources:
  • Social Media Usage: Gen Z and Millennials are 13% more likely to use social media for research and decision-making compared to Gen X, and nearly twice as likely as Boomers.

New Tactics Employed

• Video Marketing:
  • Gen Z and Millennials: 62%
  • Gen X: 50%
  • Boomers: 37%
• Influencer Marketing:
  • Gen Z and Millennials: 53%
  • Gen X: 40%
  • Boomers: 34%
• Paid Email:
  • Gen Z and Millennials: 42%
  • Gen X: 35%
  • Boomers: 34%

Data and AI Adoption

• Data Quality Emphasis: All generations agree on the importance of a strong data foundation, with younger marketers placing even greater emphasis on data quality.
• AI Impact: Gen Z and Millennials are more likely to believe that AI will positively impact key marketing elements, including authenticity and consistency.

Leadership Perspective

Lynn Tornabene, CMO at Anteriad, emphasizes the need for B2B marketers to adapt to the evolving behaviors of business buyers. Tornabene highlights that Gen Z and Millennial marketers' use of resonant tactics, data-driven insights, and AI innovations are crucial for effective marketing strategies.

The Anteriad study underscores the innovative approaches of Gen Z and Millennial B2B marketers, whose confidence and strategic use of modern tactics drive higher revenue gains. As younger generations continue to shape the business landscape, their focus on data quality and AI adoption will be essential for future marketing success.