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How to Create Personal B2B Relationships: Reaching Younger Decision Makers

Picture of Sofia Johansson Sofia Johansson |

Minuters läsning

In today’s fast-paced business world, simply delivering products and services is no longer enough; building strong, long-term relationships is a top priority! There are more and more younger decision makers in the B2B sector, but how do you reach them? To successfully reach younger decision makers in the B2B sector, companies need to rethink their marketing approach. Generation Z and millennials are looking for more than just transactions! They are looking for authenticity and personalized solutions. In this blog post, you’ll learn how to create these relationships and optimize your B2B marketing to appeal to this new generation of decision makers.

Content:

  1. B2B Marketing and the New Generation

  2. How does personalized marketing work?

  3. How do you reach younger decision makers?

  4. Successful Strategies - Examples

  5. Summary

B2B Marketing and the New Generation

Generation Z and millennials have grown up in a digital world where information is available 24/7. If you want to build a relationship with these new decision-makers and sell yourself, you need to think carefully about what they are actually looking for... Well, they are looking for genuine relationships and partnerships, not just business transactions. They are used to interacting with companies that value transparency and sustainability. This means that marketing that focuses solely on traditional sales techniques no longer works. Instead, B2B marketing must now be about building long-term relationships where value and trust are the central drivers. Sustainability and ethical values ​​are also important to these younger decision-makers. Which means that a B2B strategy for 2025 must be able to communicate the company's commitment to sustainability and social responsibility in a way that really resonates with these generations.

How does personalized marketing work?

Personalized marketing is about understanding your customer’s needs on a deeper level and offering solutions that are tailored to solve their specific problems/pain points. It is no longer enough to create mass-produced content and “hope” it reaches the right people. You need to use collected data and deep insights to create personalized experiences for each individual customer. DO NOT underestimate this!
You need to be able to segment your target audience in a more detailed way and adapt your marketing to the individual needs and preferences of each decision maker.

A good example of this is the use of personalized email marketing, where companies work with workflows and send tailored messages based on previous interactions and customer data. This gives decision makers the feeling that the company really understands their specific challenges and needs, which in turn builds stronger trust and a greater chance of sales.

How do you reach younger decision makers?

Just like in the previous section, this point is also very much about having collected facts about your target audience and adapting accordingly. You can’t decide to start marketing on Instagram just because you think it looks good and you use it in your free time.. ask yourself, which social media platforms does your target audience use?

Younger decision makers are used to communicating through digital channels and often prefer quick and easy access to information. This means that marketers must use these channels effectively to get their message across. LinkedIn is usually mentioned as a self-evident platform for B2B marketing, but other channels such as YouTube and TikTok can also be effective in building engagement and interaction.

One example is creating engaging and informative content on LinkedIn, such as articles, infographics or videos, that not only sells but also provides value. By offering insights and solutions to the problems that younger decision-makers face in their daily work tasks, companies can position themselves as a credible and relevant partner.

Video is another powerful tool for reaching young decision-makers. Generation Z and millennials consume huge amounts of video and interactive content on a daily basis. So, you can use platforms like YouTube or LinkedIn to share product demonstrations, customer stories, and other video material that can help build a personal and authentic brand.

Successful Strategies - Examples

An example of a company that has successfully used personalized marketing is HubSpot. By creating customized marketing solutions and offering personalized recommendations via email and website content, they have managed to build strong relationships with both small and large B2B customers.

Another example is Salesforce, which has successfully used its digital platforms to create a deeper, more personal connection with its customers. Their use of AI and machine learning to offer tailored solutions has led to strong engagement from younger decision-makers, who appreciate the company’s ability to understand their individual needs and challenges.

What you should take away from this blog post:

  • Understand why personalized marketing is a necessity for building strong relationships with younger decision-makers.
  • Learn concrete methods for creating tailored solutions that truly speak to your customers’ needs.
  • Gain insights into the best digital channels and techniques for effectively communicating with the new generation of decision-makers.

Have questions about B2B marketing?

1. Follow TeQflo on LinkedIn, Instagram, Facebook  and now TikTok

2. Want to connect on LinkedIn? Here you'll find me!

Have the best day every!🌟🌟

/ Sofia Johansson - Digital Growth Marketing Specialist 🥰

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