B2B Social Media Marketing

3 Ways Marketers Can Connect With Young Buyers Now

Report by Kelsey Voss  | Jun 27, 2023
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Table of Contents
Report Snapshot
Younger B2B buyers are the main reason marketers need to refresh their strategies.
Embrace influencer marketing.
Incorporate TikTok and YouTube, but don’t abandon LinkedIn.
Take advantage of AI-generated content.
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
The B2B social media landscape is rapidly evolving thanks to younger buyers and AI. To adapt, marketers need to lean into influencer marketing, have a multichannel approach, and embrace generative AI.
Topics
B2B Marketing
Artificial Intelligence (AI)
B2B Social Media
US
Table of Contents
Report Snapshot
Younger B2B buyers are the main reason marketers need to refresh their strategies.
Embrace influencer marketing.
Incorporate TikTok and YouTube, but don’t abandon LinkedIn.
Take advantage of AI-generated content.
Insider Intelligence Interviews
Sources
Media Gallery

Report Snapshot

The B2B social media landscape is rapidly evolving, and marketers must update their strategies to appeal to the younger generation of buyers. This can be done through building thought leadership, leaning into consumer-facing platforms, and incorporating AI-generated content.

Key Question: How should marketers adapt their B2B social media strategies to align with the evolving landscape?

KEY STAT: Social media is the most effective revenue-driving channel, with 60% of US B2B marketers naming it their top choice in 2023, per an April survey by Wpromote and Ascend2.

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    Table of Contents

    1. Report Snapshot
    2. Younger B2B buyers are the main reason marketers need to refresh their strategies.
    3. Embrace influencer marketing.
    1. Incorporate TikTok and YouTube, but don’t abandon LinkedIn.
    2. Take advantage of AI-generated content.
    3. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    How Do B2B Buyers Worldwide Like to Reach B2B Sellers? (% of respondents, Aug 2022)Marketing Tactics That Contribute Most to Achieving Top-of-Funnel Goals According to US B2B Marketers, April 2023 (% of respondents)
    Types of Content That Their Company Produces Using Generative AI According to US Marketers, March 2023 (% of respondents)

    Interviewed for This Report

    Michael Brenner
    Marketing Insider Group
    CEO and CMO Influencer
    Interviewed June 1, 2023
    John Chleborad
    Accenture
    Global Head of Advertising and Social Media
    Interviewed June 12, 2023
    James Creech
    Brandwatch
    Senior Vice President, Strategy
    Interviewed May 26, 2023
    Brendan Gahan
    Mekanism
    Partner and Chief Social Officer
    Interviewed June 12, 2023
    Lisa Laporte
    This Week in Tech (TWiT)
    CEO
    Interviewed June 12, 2023
    Samantha McKenna
    #samsales
    CEO
    Interviewed June 9, 2023
    Penry Price
    LinkedIn
    Vice President, Marketing Solutions
    Interviewed May 18, 2023

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    authors

    Kelsey Voss

    Contributors

    Jasmine Enberg
    Principal Analyst
    Tracy Tang
    Senior Researcher
    Debra Aho Williamson
    Principal Analyst