𝗕𝟮𝗕 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗛𝗮𝘀 𝗙𝘂𝗻𝗱𝗮𝗺𝗲𝗻𝘁𝗮𝗹𝗹𝘆 𝗖𝗵𝗮𝗻𝗴𝗲𝗱.

While in Cannes, I got to speak with Devang Shah, LinkedIn's VP of Marketing. We covered a ton of topics including how B2B marketers can break through nowadays, how and why marketers need to evolve to be more human, and emerging B2B trends.

In a crowded feed, how do B2B marketers stand out today? It's a great question. So I think first and foremost, have to think about our audience. Who are we trying to influence? And I think we've seen a clear shift relative to where we've been in the past. And that shift is that 71% of buyers are now Gen Z or millennials. How we traditionally would have maybe connected with boomers or millennials is different, right? And so moving forward, it's really got to be grounded in video, where they consume that information. And then secondarily, it's got to be video from people they trust. They're looking for authenticity. It's not about sort of virality, it's about expert knowledge that they can learn and grow from.