Learn Gen Z Habits And Preferences To Up Your B2B Marketing Game in 2022

·38 min·3 clips

Philip Jackson predicts B2B purchasing in 10 years will mirror today's consumer mobile apps.

Host Peggy Ann Saltz interviews Philip Jackson, Chief Commerce Officer at RightPoint, about their research report 'Consumerization of B2B: Translating Consumer Mobile Behavior into B2B Opportunities'. Jackson begins by describing RightPoint as a global experience leader that combines strategy and execution for recognizable brands. He defines the report's focus on B2B purchasing evolving to mirror consumer mobile apps within a decade, driven by Gen Z habits. Jackson highlights the 'messy middle'—small business buyers like convenience store owners or restaurant managers who are often overlooked by digital transformation and still rely on manual processes like faxing. He connects this to pandemic experiences, noting that digital barriers between customers and businesses predated physical ones like plexiglass. The discussion delves into specific findings: gamification is key, with 46% of respondents valuing personal rewards in B2B apps, and features like leaderboards and time-based offers can build community. Social media conventions, such as endless scroll seen in apps like Nike and Adidas, are informing B2B user experience design. Post-purchase journeys are crucial, with business buyers prioritizing efficient customer service and features like redisplaying their own reviews to encourage repurchasing. Data personalization is accepted, as 80% of respondents are comfortable trading privacy for enhanced app experiences. Jackson also notes underleveraged techniques, such as reinforcing brand values post-purchase for loyalty. The episode concludes with practical takeaways for B2B marketers to adapt to Gen Z preferences.

As heard by us

A grounded look at B2B expectations, digital-first behavior, and gamified commerce.

B2B marketing comes into view through a familiar consumer lens as Philip Jackson of RightPoint explains why business buyers now expect digital experiences that feel closer to everyday shopping.

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Why you'd press play

You want B2B buyers to feel like people, especially when Gen Z expectations and gamified commerce start showing up in the purchase journey.

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