Join Eboni Ryan, SVP of Marketing at Digitalzone, and Kate Bosco, Director of Demand Gen at VSSL, as they unpack key findings from our latest Dimensions of Demand report, a global survey of 1,500 B2B buyers that reveals how generational differences are reshaping modern buying behavior.

In this session, we’ll explore how each generation approaches research, trust, and decision-making. From AI adoption to content preferences to what actually builds credibility, we’ll break down what’s changing and what marketers need to do differently to keep up. 

We’ll dig into: 

• How AI confidence varies across generations and what that means for discovery
• The content formats buyers actually engage with and why they differ
• What credibility looks like depending on who you’re targeting
• Where generational habits align and where they differ
• How to adapt your strategy for multi-generational buying groups