The 2022 edition of HubSpot’s INBOUND conference is an interesting mix of live and streamed sessions. As a B2B marketer that relies daily on LinkedIn, I was really looking forward to the insights Allyson Hugley, Global Director, Customer Insights at our client LinkedIn Marketing Solutions had to share in her streamed What’s Next presentation, Connecting with Future Buyers: Winning Mindshare to Grow Market Share.
With over 850 million members, LinkedIn is the top of the mountain when it comes to data around business professionals and Allyson did not disappoint in sharing her insights. According to research from Business Insider, people trust LinkedIn more than any other social platform. That trust and the rich insights available are essential for B2B marketers in understanding how to most effectively attract and engage future business buyers.
Emerging macroeconomic and geopolitical pressures and industry convergence are reshaping the marketplace. At the same time, a new generation of workers is entering and reshaping the workplace.
How can B2B brands be ready for the next generation of buyers? From evolving content expectations and new outcome models to changing demographics, Allyson explored how to connect with future buyers.