#102: Gen Zs and B2B Marketing: A Wake-Up Call for Brands

Gen Zs are taking over the global workforce—and with it, the rules of B2B marketing are being rewritten. In this episode, we explore how digital natives are reshaping search, engagement, and decision-making in the professional world. From LinkedIn’s transformation into a people-first platform to Gen Z’s preference for authenticity, short-form video, and social search over Google, the traditional B2B playbook no longer works. Discover why “people-centric marketing” and employee advocacy are becoming essential, how brands can win with authentic voices instead of corporate polish, and what the future of B2B marketing looks like in a Gen Z-driven world. Whether you’re a marketer, business owner, or brand leader, this episode unpacks the shift you can’t afford to ignore.(00:00) Intro(01:37) The Gen Z takeover of the global workforce(02:37) So, it’s important to understand how Gen Z thinks and behaves online(05:34) which is influencing LinkedIn’s shift in its identity.(07:20) B2B marketing is being pulled from all sides(08:59) ‘People-centric marketing’ is now at the core of brand strategy(11:33) Looking ahead at the future of B2B marketing to Gen Zs