The world of B2B marketing is shifting—big time. We’re no longer just talking about a new generation stepping into decision-making roles; we’re seeing a whole new mindset taking over the way B2B brands need to market themselves.
Millennials, with their unique preferences and digital fluency, are now leading the charge. And if you haven’t adjusted your strategies to meet them where they are, it’s time to pivot.
The Millennial Takeover: What It Means for B2B Marketing
Karri Carlson, co-founder of Leadtail, has her finger on the pulse of this transformation.
She points out that millennials now make up half of all B2B decision-makers. Let that sink in for a moment—half.
This is more than just a stat; it’s a wake-up call. “This demographic shift changes everything,” Karri says. “It’s time to dig deeper into what makes this audience tick, from their research habits to their values.”
Gone are the days of one-size-fits-all marketing; it’s time to get personal and authentic.
Adapting to Social Media’s Ever-Changing Algorithms
If you’ve noticed your social media metrics fluctuating lately, you’re not alone.
Platforms like LinkedIn and X (former Twitter) are constantly tweaking their algorithms to prioritize content that genuinely interests users.
For B2B marketers, this means simply showing up isn’t enough anymore—you need to engage.
“Social media is more critical than ever in influencing purchasing decisions,” Karri notes.
But it’s not just about being there; it’s about being relevant. This means your content strategy should be laser-focused on what your audience actually cares about.
Why Video is Your New Best Friend
Let’s talk video. If you’re not leveraging it in your B2B strategy, you’re missing out.
Millennials consume video content like it’s oxygen, and it’s one of the most effective ways to repurpose your existing material.
“Video content is crucial,” Karri stresses. “It’s not just engaging; it’s a way to make your evergreen content more dynamic and accessible.”
Whether it’s a quick explainer video or a deep-dive webinar, integrating video into your content mix is a no-brainer.
Rethinking Social Media Metrics: Quality Over Quantity
In the past, it was all about the numbers—follower counts, post frequency, etc.
But today, those metrics are becoming less reliable indicators of success.
“It’s time to focus on quality and engagement over sheer numbers,” says Karri.
Instead of chasing followers, aim to create content that resonates, sparks conversations, and drives meaningful interactions. Remember, a smaller but highly engaged audience is far more valuable than a large, passive one.
The Power of Personalization
People connect with people, not faceless brands. This is where personalized content comes in.
Karri emphasizes the impact of using real photos and videos of your team in your social media strategy.
“Employer branding is key,” she says. “Showcasing your team not only humanizes your brand but also strengthens connections with your audience.” Authenticity isn’t just a buzzword; it’s a strategy that works.
Looking Ahead: The Future of B2B Social Media Marketing
The B2B social media landscape is evolving, and with it, so must your strategies.
From the millennial-driven shift in decision-making to the rise of video content and the importance of genuine engagement, Karri’s insights provide a roadmap for navigating these changes.
The key takeaway? Stay adaptable, stay informed, and most importantly, stay connected to your audience.
Ready to take your B2B social media strategy to the next level? Let’s chat!