Marketing Strategies

Meeting the Gen Z wave: Revamping B2B lead generation strategies for the new workforce

The landscape of the workforce is undergoing a significant transformation with the rise of Generation Z, born between 1997 and 2010. While some Gen Zer’s are still too young to enter the workforce, the contingent of 21-26-year-olds are well on their career paths. As this tech-savvy and socially conscious generation steps into decision-making roles within companies, it is crucial for businesses to adapt their B2B lead generation strategies to align with the preferences and values of Gen Z. In this blog post, we will explore the key aspects companies should consider when updating their B2B lead generation strategies to effectively engage with the new generation of decision-makers. 

Understanding Gen Z’s buying preferences 

A mobile-first approach

Gen Z is the first generation to grow up with mobile technology at their fingertips. Millennials came from digital, but Gen Z came from mobile – they were born with an iPad in their crib. To capture their attention, companies must adopt a mobile-first approach in their B2B lead generation strategies. This includes leveraging social media, content marketing, and online platforms to create a strong online presence. 

Authenticity matters

Gen Z values authenticity and transparency. Businesses should focus on building genuine connections and communicating their brand story authentically. Highlighting corporate social responsibility efforts and sustainable practices can resonate well with this socially conscious generation. 

Visual content is key

Gen Z has a short attention span and prefers visual content over lengthy text. Incorporating visually appealing content such as infographics, videos, and interactive presentations can enhance engagement and convey information more effectively. 

Mobile optimization 

Mobile devices are integral to Gen Z’s daily lives. Ensuring that all B2B lead generation content is optimized for mobile devices is crucial. This includes mobile-friendly websites, responsive email campaigns, and easy-to-navigate mobile interfaces. 

Adapting lead generation strategies

Interactive experiences

Gen Z values interactive and immersive experiences. Incorporate interactive elements into your lead generation efforts, such as virtual events, webinars, and interactive content that allows them to engage actively. 


Tailoring communication and content to individual preferences is essential. Utilize data analytics and AI-driven tools to personalize marketing messages and offer relevant solutions based on the unique needs of each prospect. 

Influencer partnerships

Collaborate with influencers who resonate with Gen Z. Influencers can amplify your brand message and provide a more relatable perspective, helping to establish trust with this generation. 

Embrace emerging technologies

Gen Z is comfortable with emerging technologies such as augmented reality (AR) and virtual reality (VR). Integrating these technologies into your B2B lead generation strategy can create memorable and engaging experiences, setting your brand apart. 

As Gen Z becomes an integral part of the workforce, companies must evolve their B2B lead generation strategies to meet the expectations and preferences of this tech-savvy and socially conscious generation. Embracing a digital-first approach, prioritizing authenticity, and incorporating interactive and personalized experiences will be key to successfully engaging with and converting Gen Z decision-makers. By staying adaptable and responsive to evolving trends, businesses can position themselves for success in the ever-changing B2B landscape. 

Are you ready to get started reaching out to Gen Z?

Data Axle is uniquely equipped to help you reach Gen Z because of our deep-bench of high-quality consumer and business data. Get in touch with our demand generation experts today.  

Natasia Langfelder
Content Marketing Manager

As Content Marketing Manager, Natasia is responsible for helping strategize, produce and execute Data Axle's content. With a passion for writing and an enthusiasm for data management and technology, Natasia creates content that is designed to deliver nuggets of wisdom to help brands and individuals elevate their data governance policies. A native New Yorker, when Natasia is not at work she can be found enjoying New York’s food scene, at one of NYC’s many museums, or at one of the city’s many parks with her two teacup yorkies.