Gen Z and Millennial B2B marketers note changes in buyer behavior. Anteriad and Ascend2 surveyed global B2B decision-makers from organizations with 250+ employees.
Social media usage, research, group size, price sensitivity, purchase process, and peer reviews increased for Gen Z and Millennial B2B marketers. Data quality is a lesser challenge for them.
Gen Z and Millennial B2B marketers prioritize authenticity in brand messaging and are surveyed for this research. B2B marketers globally from 250+ employee organizations were surveyed.
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How Buyer Behavior Is Changing, According to Younger B2B Marketers
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