Changes in decision maker demographics, Retailers VS B2B, forecasting pipeline, and more...

???? Welcome to #FlipThatFunnel, a monthly newsletter to help marketers, especially in complex B2B organizations, become transformational leaders. ??

FLAVOR OF THE MONTH:

Ready or not, here they come!

B2B decision makers who don't know what a white paper is... ??

Did you know that by 2030, close to 50% of the world's population will be Millennials and Gen Z?

Yep, this shift in demographics means it'll be hard out here for a B2B marketer.

? They are not interested in articles filled with corporate jargon, "happy to announce" posts or social media quote cards. They won't "check out" your latest blog or "discover" your 40-page white paper on LinkedIn.

Millennials and Gen Z are VERY different from your avg. 50+ white man B2B buyer. They have distinct preferences and values compared to previous generations:

• Their digital fluency shapes their communication styles, content consumption habits, and expectations towards brands.
• They crave visual stimulation and personalized experiences.
• They are fueled by access to information, resources, and global networks.
• They expect consistency across all touchpoints - from browsing your website, to scrolling through your social feed and stepping into your booth at an event.
• They seek authenticity from brands, and know how to use their collective voice to advocate for causes they believe in.

So, how can B2B brands resonate and win with this emerging B2B audience? ??

1. ? ???????????????????? ?????????????????????? (think memorable content: short form video, interactive, entertaining, personalized, ungated, etc. and seamless UX)
2. ? ???????????? ???????? ?????????? ???????? ?????? (optimize content for on-platform consumption, explore zero-click formats, etc.)
3. ? ?????? ???????? ???????? ?????? ?????????? (build communities, empower them to share their stories, create ambassadors - use your customers to find new ones)
4. ? ?????????? ???????????????????????????? (team up with influencers in their niche to enhance brand credibility - shift your targeting from demographics to psychographics)
5. ? ?????????? ?????????? ???????????????? (memes, emojis, colloquialism, etc.)

...and most of all, focus on adding value to their careers and lives. ??

C-ING IS BELIEVING: Tips for C-Suite dealings

Many new CMOs struggle to accept that they now get to do very little marketing work. ??

Instead, they have to dedicate a significant portion of their time to strategic initiatives across and within other functions - functions that extend beyond the realm of marketing.

We often hear about the importance of getting a seat at 'the table.'

?? However, being at 'the table' demands a high degree of understanding and empathy for every other seat, along with the challenges and opportunities of those seats, and recognizing where and how you can offer value.

Underrated valuable tips to elevate your C-suite dealings:

???? Think strategically. What does your C-suite need from you?

• Understand how your business makes money
• Assess how your role contributes to corporate strategy
• Anticipate (and prepare with) what your peers have concerns with
• Tie yourself to business priorities
• Identify metrics you can impact - link your efforts

???? Communicate and express your value in C-suite language

• Provide insights (with context), not just information or data
• Present yourself clearly and concisely, in business terms, not marketing
• Solicit feedback to enhance collaboration

LAST MONTH'S TOP MARKETING/LEADERSHIP NUGGETS

1. ?? Retailers VS B2B. Why are B2B marketers still so obsessed with gating their content and hiding their pricing information? ???? READ
2. ?? If Nike opened a hotel, would you book a room? What are some unexpected brand moves you'd love to see? ???? DISCUSS
3. ???? What do the smartest marketers understand that the rest don't? (it's not AI or data analytics...) ???? READ
4. ?? The brand that's remembered is the brand that's bought, right? Is there a crisis of creativity in B2B advertising today? ???? READ
5. ?? Hot tip to start forecasting marketing-sourced pipeline. A quick podcast snippet on measuring the right metrics... ???? LISTEN NOW

FUN CORNER - FOR B2B DOESN'T HAVE TO B2BORING ??

Community building legend, Bolaji Oyejide ???? , just launched a survivor-style B2B marketing show, Demand Wars , where the audience decides who advances to the next round and who gets eliminated. DEF NOT B2BORING!!! ??

???? WATCH THE WHOLE SERIES

Episode 3 below with yours truly as a contestant. ????

?? Did an article resonate with you? Have a different perspective? Join the conversation today and subscribe for growth. ???? Let's flip that funnel together to elevate the B2B game. ??