Millennials' likes, dislikes, habits, and attitudes have been analyzed in depth for years. Recently, analysts have started applying that scrutiny to Generation Z.

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But the differences between Millennials and Gen Z aren't as stark as you might think, at least in the context of B2B marketing.

A new research report from The B2B Institute, a think tank funded by LinkedIn, considers the "BETAs"—the 21-41-year-olds who hold more and more sway over B2B buying decisions at their organizations.

I invited Ty Heath, director of market engagement at The B2B Institute, to explain the research and share some key insights that will change the way you approach B2B marketing to this group.

We talk about who "The BETAs" are, what circumstances and events have characterized their coming of age in the workplace, and why understanding this influential group is valuable.

We talk about what they value (flexibility, for one thing), and what that means for B2B marketing and B2B leaders—what kinds of actions your company needs to take and what you, as a marketing leader. should keep in mind.

We also talk about the new expectations BETAs have for brands, including B2B organizations. 

Listen to the entire show now from the link above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode.

This episode brought to you by Validity:

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For over 20 years, tens of thousands of organizations have relied on Validity solutions to target, contact, engage, and keep customers—using trustworthy data as a key advantage. Validity's solutions deliver smarter campaigns, more qualified leads, more productive sales, and ultimately faster growth. For more information, visit

"Marketing Smarts" theme music composed by Juanito Pascual of Signature Tones.


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