Research finds young decision-makers are reshaping B2B marketing

Australia's B2B marketers are rethinking how they reach business buyers as Millennials and Gen Z take on a growing share of leadership roles, with new LinkedIn research finding 88% believe future growth depends on influencing younger decision-makers.

LinkedIn platform data shows the two generations now account for 48% of Australian leadership roles, up from 35% in 2016. In the country's largest enterprises, that figure has reached 50.2%.

The shift is changing how marketers approach content. According to LinkedIn's survey of 566 Australian B2B marketers, 49% identify short-form and immersive video as a way to engage Gen Z buyers, while 44% point to content from trusted voices.

The research also found 88% of Australian marketers believe Gen Z buyers are more likely to consider a brand validated by someone in their professional community.

Andrea Rule (pictured), director of LinkedIn Marketing Solutions, said younger buyers were placing greater emphasis on credibility.

“Today’s buyers look to their community of peers and experts to help them make decisions, and that’s why focusing on just visibility without credibility in your marketing strategies falls short,” Rule said.

The findings also point to a shift in the role of expert-led content beyond awareness. Among B2B marketers already working with expert voices, 74% said their content was more effective than traditional campaigns at moving buyers from awareness to consideration.

LinkedIn said adoption of its Thought Leader Ads had grown nearly 40% year on year, with the format delivering up to twice the click-through rate of comparable single-image ads.

The research was conducted by Censuswide between 21 July and 6 August 2026, surveying 6,196 B2B marketers across 12 markets, including 566 in Australia.