# Marketing to a New Generation of B2B Buyers

By Ben Thomas · Published 2025-05-15 · Updated 2026-06-08 · Engineering & Construction on MarketScale
Canonical: https://www.marketscale.com/industries/engineering-and-construction/marketing-to-a-new-generation-of-b2b-buyers
Creator hub: Pro AV Today

> With Gen Z gradually stepping into B2B decision-making roles, marketers across many industries are confronting a major pivot point: the storytelling strategies that appealed to previous generations no longer resonate on their own. According to several studies, Gen Z is expected to make up over 30 percent of the workforce by 2030 and will…

## Key points

- Gen Z is anticipated to form over 30% of the workforce by 2030.
- They demand brand authenticity and seamless experiences.
- Legacy brands need to evolve their storytelling to align with socially conscious generations.

Block Field

With Gen Z gradually stepping into B2B decision-making roles, marketers across many industries are confronting a major pivot point: the storytelling strategies that appealed to previous generations no longer resonate on their own. According to several studies, Gen Z is expected to make up over [30 percent of the workforce by 2030](https://www.forbes.com/sites/christinecruzvergara/2024/12/23/what-we-can-expect-from-gen-z-in-the-workforce-in-2025/) and will undoubtedly account for a significant portion of B2B buyers in the coming years. These digital natives will also expect brand authenticity, seamless experiences, and messaging that goes beyond traditional product specs.

As the face of B2B buyers changes, how should brands recalibrate their strategies to reach a generation that was raised on YouTube, TikTok, and brand purpose? And what does it take to build relevance with younger professionals who have their expectations shaped by consumer-grade experiences?

On this episode of [*Pro AV Today*](https://marketscale.com/shows/pro-av-today/), host [Ben Thomas](https://www.linkedin.com/in/benthomasproav/) is joined by [Derek DuPont](https://www.linkedin.com/in/derekdupont/), Senior Manager of Brand and Corporate Marketing at [QSC](https://www.qsc.com/), for a discussion on navigating the changing dynamics of B2B marketing. Having years of experience spanning public universities, agencies, startups, and AV tech, DuPont shared a few of his insights on building meaningful connections with Gen Z, while also preserving the legacy and integrity of established brands.

During their conversation, Thomas and DuPont examined:

-  How Gen Z expects brands to lead with authenticity and values before product specs, forcing marketers to craft narratives that answer who a company is, not just what it sells. 
-  How consistency across all buyer journey touchpoints is essential for building trust with younger B2B audiences. 
- Why legacy brands, in particular, need to evolve their storytelling by building on their historical strengths while adapting to the expectations of a digitally fluent, socially conscious generation.

Derek DuPont is the Senior Manager of Brand and Corporate Marketing at QSC, where he leads initiatives that bridge brand strategy with audience engagement. He has a diverse background in agency work, higher education, and AV technology. DuPont also brings a multifaceted perspective to B2B marketing. He is known for championing authentic storytelling and data-driven brand evolution in both traditional and emerging markets.

*Article by Alexandra Simon.*

Tags: AV industry, b2b buyers, B2B marketing, Ben Thomas, brand storytelling, Derek DuPont, digital marketing, Gen Z, gen z buyers, marketing trends

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