London, United Kingdom
+44 (0) 7803 332977

B2B Communication 2021 - What Should a Business Prepare For?

Conferences, exhibitions, and handshakes, which used to be one of the main B2B (business-to-business) sales channels were drastically disrupted by the global pandemic. B2B sector had no choice but to reorient to the digital space as the only gateway to business development.

Hubspot, a company that develops marketing, sales, and customer service applications, has taken great advantage of this change.

They launched an innovative advertisement that introduces its new set of sales resources. Their main advertising message – is to use our tips and “retrain” your sales knowledge for online sales.


Trends in the global market are slowly starting to change and more and more B2B businesses are looking for innovative ways to reach their target audience with the least possible investment and higher returns.

A great example is the Lithuanian success story “Oberlo” which was bought by e. commerce giant Shopify.

In the light of the rapid growth and popularity of the social network Tik Tok, Oberlo has created an account to share tips for those who work with e. commercial stores. These are short videos of up to 60 seconds on your phone at no extra cost.

When they created their account on May 1, they boasted 95.6 thousand followers and more than 1.1 million likes.

At first glance, it might seem like a strange decision to focus on a social network for a younger audience.

But almost everyone will be surprised to look at the latest statistics from the Google Europe survey – 40% of B2B business customers are 18-34 years old!

These are potential buyers who see themselves as part of the digital world and cannot imagine their life without a mobile phone. Along with a younger audience, B2B communication channels also need to change and adapt to the consumption habits of Gen Y and Z content.

The Demand Gen survey perfectly describes the needs of B2B customers. As many as 91% would choose interactive, visual content instead of a building. Cisco’s annual Visual Network Index adds to this: 82% of global Internet traffic in 2021 will be video content.

Video content that is slowly but surely conquering all of our cell phones and computers is what businesses need to incorporate into their 2021 communication strategies.

We will share a few tips on what to look for when planning your 2021 B2B communication for Gen Y and Z audiences:

Advertising through social media bring high returns when investing

We’ve seen countless B2B companies that have completely neglected their social networks because they don’t see the benefits in them.

However, statistics say something else – more than 80% of B2B marketing experts surveyed claimed that social networks as one of the most successful channels for sales in 2020. In 2019, these statistics were slightly more modes representing 63%.

More social media tips can be found here.

Short videos must be included in the 2021 communication strategy

As mentioned earlier, videos that are usually shot with a phone and have high added value are now very popular.

As many as 92% of marketing experts say that videos are becoming a very important part of their strategies. 88% also see a high return on investment in video content (compared to 2015, only 33% of marketing experts saw a new return on video content).

Not only the number of views but also the viewing time is important in assessing the value and success of your videos.

Video content not only serves as a starting point to learn about a company or product. At the same time, it plays a significant role in making a decision for a potential customer.

As an example of video content marketing, check out our TikTok marketing strategy tips.

Gen Y and Z create trends, but they also are the first to reject them

When designing marketing campaigns for the Gen Y and Z generations, you need to be prepared to always be at the forefront of the latest online trends. It is crucial to actively monitor social networks and capture the moment when a new online sensation is just “born”.

Take advantage of it in a flash and understand when to stop. The following websites will help you keep track of Internet trends:

Twitter and Tik Tok also have their own “Trending hashtags” section and Reddit a “Popular page”.

B2B communication 2021 – what should businesses prepare for? Gen Y and Z want everything now and as tailored to them as possible

High impatience and a strong desire for getting everything NOW perfectly paint a picture of the Gen Y and Z mindset.

Young people no longer want to watch a 10-minute video. They want to get the content in 60 seconds.

Everything must be packaged and presented in such a way that value can be obtained immediately. And if the content is easily accessible, short, and tailored to them – it’s a combination that no one will resist.

These trends are also supported by statistics. According to an IBM study, millennials in small organizations have a particular interest in providing suppliers with a personalized experience.

Feel free to contact LKI if you are having difficulty marketing to Gen Z!

Share this article

Need help with marketing to Gen Z?

Drop us a message and we will help you!