Reach 2025: Intent, Demand and the Modern Attention Economy

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.