Reach 2025: Intent, Demand and the Modern Attention Economy

Touching Grass: B2B Lessons from Real Gen Z Buyers

Presented by

Travis Gonzalez, Director of Strategy (Studio by Informa TechTarget), Sabrina Polin, Senior Managing Editor, Video Content (Informa TechTarget) and Katie Donegan, Product Marketing Associate (Informa TechTarget)

About this talk

Gen Z buyers are now a considerable force in B2B purchasing decisions — and this convention-breaking cohort is proving to be anything but predictable. To win their favor, marketers must gain a clear understanding of their motives and preferences. But a minefield of sweeping generalizations and misconceptions is only muddying the waters.

Chat, we need to get offline and into the real world. It's time to separate fact from fiction.

Join our expert panel to dispel myths and reveal truths around the new wave of buyers’ attitudes, consumption patterns, and high expectations for B2B.

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