Modern B2B buyers, particularly from younger generations, make decisions based on a company's values, not just its product features. They actively choose brands that demonstrate clear stances on ethics, inclusion, and transparency. A purpose-driven brand becomes memorable and builds trust in a crowded market.
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The need for emotional connection isn't limited to consumer products. All software is used by humans whose expectations are set by the best B2C experiences. Even enterprise products must honor user emotions to succeed, a concept termed 'Business to Human'.
To connect with Gen Z, Coach shifted its brand positioning from simply being an affordable luxury good to being a tool for self-expression. This move addresses a core tension for this generation: the desire to express their true selves while navigating the pressures of constant social media visibility.
The ultimate PLG companies are consumer brands like shampoo, which sell on brand affinity, not commoditized features. As software becomes more commoditized, B2B companies must similarly build a strong brand theme that inspires users to associate with them, creating a more durable moat than features alone.
As buyers increasingly use AI as a research partner, the uniquely human aspects of a brand—trust, relationship, and service—become the most critical competitive advantage. When AI can compare features and pricing, the human experience is what will ultimately sway the decision.
Unlike previous generations who respected positional authority, Gen Z grants influence based on connection and trust. They believe the best idea should win, regardless of who it comes from. To lead them effectively, managers must shift from exercising control to building connection, acting as mentors rather than gatekeepers.
The conflict between brand building and demand generation is unproductive. The most effective approach treats them as a single, integrated outreach strategy. This ensures consistent, relevant messaging that builds trust over the long term, preventing user drop-off from disjointed experiences.
Gen Z consumers curate different personas across various social channels (e.g., TikTok vs. LinkedIn), making brand positioning exponentially more complex. A brand's purpose must serve as a connective tissue, agile enough to be tweaked for different channel-specific identities while maintaining a core consistency.
The traditional divide between B2B and B2C marketing is obsolete. Effective brands must speak to business and consumer audiences with the same authentic voice, bridging efforts to create a cohesive identity, much like how the NFL mothership brand supports individual team brands.
Successful ABX programs are not just about generating pipeline. They should be framed as an extension of the brand's purpose into the buying group's journey. This shifts the focus from chasing short-term transactions to building authentic, long-term relationships and trust.
In a product-led world, the B2B concept of 'founder-led sales' evolves into 'founder-led marketing.' Founders must deeply own the brand's narrative. This means personally onboarding key influencers and being the first to learn how to tell the story broadly, ensuring the message is right before scaling the function.
