71% of B2B buyers are now Millennials and Gen Z. I sat down with Davang Shah, LinkedIn's VP of Marketing, during the NewFronts to talk about what that actually means for how brands need to show up. A few things he flagged: 70%+ of the research now happens before anyone fills out your contact form. By the time your sales team gets a name, the opinion of you is mostly formed. Whoever your buyer was watching or listening to shaped it. Not you. 64% of decision-makers trust expert and creator content over marketing materials when picking a vendor. The gap keeps widening. Buying committees are 8 to 13 people now. Most are younger, more skeptical of polished brand content, and watching way more video than they're reading PDFs. The solution? Work with the creators and experts your buyer already trusts. Get into the formats they're actually in. Credibility is doing the selling now, not your brand's volume. The B2B buyer has fundamentally changed. The brands changing with them will win. ---- Enjoy this? ♻️ Repost it to your network & follow @brendangahan for more. Interested in LinkedIn Influencer Marketing? Reach out to us Creator Authority.
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