The next generation of B2B decision-makers is arriving with different expectations of credibility. New LinkedIn research indicates that marketers see Gen Z and Millennials as central to future growth, while younger buyers respond to concise visual formats and expertise carried by people.

For companies selling healthcare, technology, professional services or complex enterprise solutions, institutional visibility remains useful—but is no longer enough to build preference.

What the research found

LinkedIn published the study on 2 September 2026. It surveyed 18,050 professionals and 6,196 B2B marketers across markets including Saudi Arabia and the UAE.

Eighty-nine percent of marketers said future growth depends on influencing Gen Z and Millennial decision-makers. Short-form or immersive video ranked first for engaging younger buyers at 49%, followed by content from employees, creators and industry experts at 42%.

Credibility is moving into networks

Buyers evaluating a hospital partnership, software platform or advisory service want evidence beyond a company claim. They look for practitioners explaining change, customers validating outcomes and leaders demonstrating judgment in public. Corporate content should supply evidence and consistency; credible people translate it into useful conversations.

A practical expert-led content system

Identify a small group with real authority: clinicians, service leaders, engineers or customers with permission. Turn recurring sales and search questions into short videos, detailed explanations and sales assets. Measure qualified profile visits, enquiries, target-account engagement and assisted opportunities—not reach alone.

Karim’s strategic takeaway

The B2B brands that win younger buyers will behave less like broadcasters and more like trusted professional communities. Their advantage will come from turning internal expertise into accessible proof, then connecting that proof to account strategy, CRM and commercial outcomes.