LinkedIn's New Reel Feature: The Dawn of a B2B Marketing Shift

How Gen Z is Redefining B2B Marketing and the Decision-Making Process

The digital landscape is evolving rapidly, and one of the most significant drivers behind this change is Gen Z. As they begin to play a larger role in decision-making units (DMUs) within organizations, B2B marketing strategies are undergoing a seismic shift. Traditional methods and linear funnels no longer apply. With companies like SAP and HubSpot venturing onto platforms like TikTok and LinkedIn rolling out new features like reels, it’s clear that the future of B2B marketing is more dynamic, personalized, and decentralized than ever before.

But what exactly is driving this change, and how should B2B marketers adapt to this new environment?

?

How Gen Z Approaches Decision-Making

Gen Z, born between 1997 and 2012, has grown up in a hyper-connected world with instant access to information. Their approach to decision-making is unlike that of any previous generation. Self-actualization, as the pinnacle of Maslow's hierarchy of needs, is central to their decision-making process. They prioritize authenticity, value alignment, and transparency. Gen Z is deeply engaged with social, political, and environmental issues, and this ethos drives both their personal and professional choices.

When making decisions—whether individual or organizational—they start with a strong sense of self-reflection. They seek to understand how a product or service aligns with their personal values before moving forward. From there, they rely heavily on recommendations from peers, expert opinions, and in-depth online research. Their decision-making is collaborative and fast-paced. They want to be involved in every step, preferring agile, consensus-driven processes over traditional hierarchical models.

Implications for B2B Marketers

?

The Funnel is Broken – Welcome to the Infinite Loop

?

The traditional B2B funnel, which moved leads in a linear fashion from awareness to purchase, has been obsolete for some time. With Gen Z, this funnel is completely shattered. Their buying journey resembles an “infinite loop” where they oscillate between discovery, exploration, community engagement, and loyalty. There is no single point of conversion; rather, it’s a continuous loop of touchpoints, engagement, and decision-making.

?

For B2B marketers, this means multiple entry points and the necessity of staying engaged throughout the journey. Creating a linear series of touchpoints is no longer sufficient. You need to be available at every stage of this loop—whether through educational content, community building, or customer support—because Gen Z’s process of evaluation never stops.

?

Personalization is Non-Negotiable

Gone are the days of generic marketing content like white papers and webinars that serve the masses. Gen Z expects tailored experiences that reflect their individual needs, values, and identities. They are inundated with content daily—80% of Gen Z believes they see more content than any other generation—and they know how to filter out what doesn’t resonate.?

This means B2B marketers must invest in hyper-personalized content. More than just targeting the right persona, it’s about creating content that genuinely aligns with their values. Whether it's sustainability, diversity, or technological innovation, brands need to create authentic, meaningful connections with Gen Z by speaking their language and using the right channels, from TikTok to Instagram.

?

What Can B2B Marketers Do?

Become the Algorithm

Gen Z is adept at curating their social media feeds, leveraging platform algorithms to show them only the most relevant content. As a B2B marketer, your goal should be to become part of that algorithm—appearing where and when they need you. This goes beyond traditional targeting; you need to understand the nuances of how they consume content, what platforms they trust, and what messaging resonates.?

To achieve this, marketers should lean on data-driven insights to predict behavior and personalize outreach. Dynamic content, AI-driven recommendations, and deep customer segmentation will help your brand remain visible and valuable throughout their decision-making loop.

?

Stay in Touch with What’s Cool

?

What appeals to Gen Z today might feel alien to marketers from previous generations. Technologies like NFTs and the Metaverse might have caught their attention for experimentation, but they don’t always translate into purchase decisions. Gen Z is hyper-aware of trends and has a lower tolerance for what they perceive as “cringe” content from brands.?

Hiring younger team members who can offer fresh perspectives or consulting Gen Z focus groups can help you stay ahead. Understanding cultural trends, memes, and viral content is essential to delivering a message that doesn’t come off as forced or outdated.

?

Social Media as a Search Engine

?

More than any other generation, Gen Z uses social media platforms like TikTok, Instagram, and YouTube as search engines to discover information about brands, products, and services. This shift from traditional search engines like Google means that your social media presence must be optimized to provide immediate value.

This is where the concept of E-E-A-T—Experience, Expertise, Authoritativeness, and Trustworthiness—comes into play. While it used to apply only to Google rankings, it’s now vital on social media too. To stand out, brands need to showcase real expertise and experience in their content, which will build trust among Gen Z buyers. Influencers, once merely social media personalities, now need to be credible experts to resonate with this demographic.

?

Authenticity and Brand Belief

Perhaps more than any other generation, Gen Z expects brands to stand for something. They want to feel a genuine connection with a company that reflects their values, whether it’s environmental sustainability, social justice, or corporate transparency. Companies that build their entire brand narrative around these principles, like ClickUp and SEMrush, have found great success in building trust and long-term loyalty.

This isn’t just about using trendy buzzwords. Gen Z will scrutinize your actions and see through inauthentic attempts at brand activism. To win their trust, brands must be consistent, transparent, and willing to show their vulnerabilities.

?

The Final Takeaway

Gen Z is rewriting the rulebook for B2B marketing. As a generation that prioritizes self-worth, values, and collaboration, they’re pushing brands to create more personalized, authentic, and agile marketing experiences. They won’t settle for generic content or disingenuous branding efforts. To succeed, B2B marketers need to reimagine their entire approach—from the content they produce to the platforms they use and the authenticity they project.

In a world where the B2B buyer’s journey is an endless loop rather than a straight line, marketers must adapt quickly, or risk being left behind. Brands that succeed in winning over Gen Z will be those that not only understand their needs but are willing to meet them where they are—on their terms, in their spaces, and with a message that genuinely resonates.