Observed Signal · Feb 10, 2021 · Research Release · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
LinkedIn Report: Tomorrow's B2B Decision-Makers
LinkedIn and GlobalWebIndex surveyed more than 34,000 employees aged 21-40 across 10 countries, including Germany, to understand how Millennials and the first B2B decision-makers differ from previous generations. They introduce the BETAs: Blurred Boundaries, Evolving Tech Native, Activist. BETAs value flexible work, ongoing personal development, and rely on recommendations from business networks when buying software and hardware. As digital natives, they work across platforms and devices, blending work and home life and expecting ongoing digitization and employer flexibility post-pandemic. They also tend to critique workplace issues such as diversity, sexism, racism, and sustainability, and expect brands and employers to respond. The insights suggest marketers should engage BETAs via trusted networks and digital tools in B2B contexts. The full LinkedIn report is downloadable from the source.
Generational shifts in B2B decision-making and reliance on professional networks; insights useful for B2B marketing
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Key Takeaways & Evidence Grounding
- LinkedIn and GlobalWebIndex surveyed over 34,000 employees aged 21-40 across 10 countries including Germany.
- The study introduces BETAs: Blurred Boundaries, Evolving Tech Native, Activist.
- BETAs seek flexible work, ongoing digital upskilling, and rely on business-network recommendations for software/hardware purchases.
- BETAs are digital natives comfortable across platforms and devices, with blurred work-life boundaries.
- Marketing insights suggest targeting BETAs through professional networks in B2B contexts; report downloadable.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Céline Flores Willers urges B2B marketers to think like B2C
At DMEXCO 2026, Céline Flores Willers, founder of The People Branding Company, argued that B2B marketing often appears outdated due to fear of innovation (FOMU). She demonstrated creative tactics like using a robot sidekick 'Robi' and branded T-shirts to boost attention and branding. She highlighted LinkedIn as the central platform for B2B, citing a SAP Taulia case where employee-generated content, boosted via Thought Leader Ads, achieved 2.3x higher engagement and 70% higher click-through rates with a small budget. Willers also cited examples like Legora's campaign with Jude Law and Merz Lifecare's 25-post merger documentation as successful 'building in public' strategies. She concluded by urging B2B marketers to be more creative and learn from B2C approaches.
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Nadella's AI Pivot: Can He Reinvent Microsoft Again?
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