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There’s a generational shift taking place in B2B purchasing. Studies show that younger buyers now represent two-thirds of B2B decision-makers. While traditional B2B marketing strategies have primarily focused on targeting baby boomers, Generation X, and millennials , a new generation is rapidly emerging as a new force in the B2B sector: Gen Z. Born between 1997 and 2012, Generation Z is the first generation to grow up with technology at its fingertips.
The year I turned 30, I started a new job. The role was a management position and carried strategic responsibility for marketing, communications and PR — all things I was excited about. Also tucked in the job description? Event planning for a festival and various smaller events. I didn’t know it yet, but I was about to take a crash course in event marketing.
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In the rapidly evolving landscape of business, B2B (business-to-business) advertising is emerging as a critical component for companies aiming to grow, scale, and maintain competitive advantage. Unlike B2C (business-to-consumer) advertising, which targets individual consumers, B2B advertising focuses on engaging other businesses, often with a longer sales cycle and more complex purchasing decisions.
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