Spotlight on Gen X B2B buyers and their eclectic preferences

Picture this: a generation that effortlessly connects the dots between an analog past and a digital future.  

Gen X, often the unsung heroes of the business world, are the ultimate multitaskers—juggling cassette tapes with Spotify playlists and fax machines with emails. In the intricate landscape of B2B purchasing, they stand out for their seamless blend of traditional values and modern sensibilities.  

Who exactly is Gen X? Born between 1965 and 1980, this generation was shaped by the onset of the digital age. They witnessed the dawn of personal computing and the internet during their formative years and were pioneers of the dual-income household model prevalent today.  

At the core, Gen X embodies a unique paradox. They’re open to innovation yet deeply rooted in their foundational experiences, making them a vital link in today’s buying landscape. 

Drawing on the same insights from Digitalzone’s B2B Buyer Beat—a comprehensive 2024 report featuring research and survey results from 1,500 decision-makers worldwide—we’ll delve into the purchasing behavior of Gen X by exploring how their eclectic tastes and strategic thinking influence the B2B market. 

At the crossroads of old and new worlds 

If you were to describe Gen X’s behaviors, you could say they like to dabble. 

The survey highlights that Millennials, Gen Z, and Gen X are collectively twice as likely as Boomers to leverage social media for researching potential vendors. While Boomers rely on personal referrals and industry events, Gen X, alongside their younger counterparts, navigates various social platforms with ease.  

Yet, when it comes to discovering new vendors or solutions, Gen X and Boomers share a common ground, both ranking industry events and tradeshows as their preferred channels. This approach showcases Gen X’s knack for integrating digital savvy with time-tested methods, illustrating their pivotal role in bridging the traditional and the modern. 

Why social media is key

We know Gen X appreciates using social platforms to explore new solutions while also valuing in-person forums for vendor connections. But how do these preferences blend together?  

The answer lies in their strategic use of LinkedIn. The survey shows that Gen X and Millennials use LinkedIn the most among the generations of B2B buyers—even surpassing Gen Z and Boomers. This shows that their use of the social platform isn’t just casual browsing—it’s about intentional networking and discovery. 

While Boomers generally avoid social media in their purchasing decisions, Gen X shares some of these reservations but to a lesser extent. This positions them as a vital bridge between the traditional preferences of Boomers and the digital tendencies of Millennials and Gen Z, highlighting the growing importance of strategic social media engagement in today’s marketplace. 

 At the core of their content preferences

Gen X values both face-to-face interactions and online engagements, having grown up with traditional media and experiencing the digital revolution firsthand. 

 As the second-largest group of B2B buyers, representing 34% according to the survey, they possess significant purchasing power, just behind Millennials who account for 51%. 

While Boomers might lean towards industry events and trusted vendor relationships, Gen X is more open to exploring fresh avenues—provided the message still strikes a personal chord. Their preference for LinkedIn underscores their skill in leveraging social media for networking, brand engagement, and vendor discovery.  

To truly connect with Gen X, crafting social media content that taps into their love for one-on-one networking is crucial. Strategies such as LinkedIn InMail, direct messaging, leaving thoughtful comments, and initiating engaging conversation-starting posts are particularly effective with this group. 

Engage Gen X thoughtfully

To really click with Gen X, marketers need to craft messages that cut through the noise across various platforms.  

Gen X is savvy and engages with a mix of content, since influenced by the tastes of younger generations. This means staying on top of the trends that captivate Millennials and Gen Z is key.  

Connecting with Gen X is all about striking that sweet balance between the old-school and the digital. With Boomer influence fading on this group, it’s crucial to understand what makes younger audiences tick to keep Gen X hooked on your brand.  

Interested in learning more about the habits and behaviors of other buying generations? 

For a deeper dive into the data behind always-on marketing and other trends covered in the B2B Buyer Beat report, take a look at the B2B Buyer Beat dashboard (it lets you view the survey results by demographic, age, job level, and more).