Boomerang Effect: What Keeps Boomers Coming Back
If we start segmenting B2B buyers, the boomers are one of the most impactful segments in the professional world generation, born between 1946 and 1964. Boomers hold immense economic influence, shaping industries and driving business decisions. For B2B marketers and sales teams, understanding the unique characteristics of boomers as buyers is crucial for fostering successful…
AI revolution: why marketers must lead the transformation charge
The buzz around AI is deafening. Every conference, every boardroom, every article seems saturated with it. But at The B2B Collective London—an event dedicated to exploring what’s next in B2B marketing—Kate Steadman (Chief Strategy and Transformation Officer at Xcelon) cut through the noise. In her keynote, she didn’t offer just another AI explainer. Instead, she…
Join the AI conversation: everything you need to know.
The buzz around AI isn’t just loud—it’s constant. From boardrooms to Reddit threads, AI is a hot topic that’s shaping how businesses operate and how professionals across departments think about innovation. But to truly join the conversation, you need more than just a surface-level understanding. You need to know what’s being said, why it matters,…
How Gen-Z is redefining the future of B2B transactions
If you’re in the B2B space, you’ve probably noticed a shift in the way buying decisions are being made. And no, it’s not just because of a new set of trends or buzzwords—it’s because of Gen-Z. Those 18-24-year-olds are true digital natives, and as they are starting to enter the workforce, they’re quickly becoming the…
Digitally native, socially driven: selling to the millennial B2B buyer
The B2B landscape is shifting, and Millennials are at the helm of a revolution. Born in the sweet spot between 1981 and 1996, this gen grew up alongside the digital revolution—and it shows. Raised on dial-up but fluent in AI, this generation is tech-native, mission-driven, and now sitting in the power seats (hello, CTOs and…
The B2B Buyer Profile: Generation X
Generation X, born between 1965 and 1980, stands as a bridge between the analog past and the digital future. As the first to grow up in a world where technology became increasingly integrated into daily life, Gen X has an enviable ability to navigate both traditional and digital landscapes. Today, they are not just digital…
The AI Buyer Profile
Artificial intelligence is no longer an emerging trend—it’s the engine behind modern business transformation. From streamlining operations to enhancing customer experiences and accelerating decision-making, AI has cemented its place as a must-have across industries. But while much of the conversation focuses on what AI can do, a more important question often gets overlooked: who is…
Data, Compliance, Ethics: Why the New Buyer Demands More Than Features?
There was a time when buying AI was all about the features. If a new tool could do something cool, it won attention. But today’s AI buyer, especially women leaders setting the pace in tech, expects much more. They want to know that the tools they bring in will protect their business, customers, and reputation.…
Personal Use, Professional Buy: How AI Buyers Start with Individual Adoption
At my first desk job, I was handed a grueling task: create a beautiful, image-rich story without any prior experience in design tools. Naturally, I turned to my go-to platform, Canva. It was simple, intuitive, and got the job done. What I didn’t expect was how quickly it caught on. Within days, my teammates started…
Test First, Buy Later: Why Use Cases Beat Product Demos
Today’s B2B buyer isn’t looking to be wowed by a high-polish demo or book endless calls to hear a sales rep click through slides. What they want is simple: proof that your product solves their specific problem—in their environment, on their terms. The smartest buyers in the room are cautious, curious, and calculated. They don’t…