Modern B2B decision-makers, especially Millennials and Gen Z, aren’t waiting for emails or cold calls. As digital natives, their approach to purchasing and information gathering is often more collaborative, digital-first, and influenced by non-traditional media channels. They expect the brands they do business with to meet them where they are. They also expect personalized, immediate, and easily accessible information—much of which is found on social media.
Madison Logic and The Harris Poll found that 64% of B2B marketing leaders plan to increase their investment in consumer-style social channels like TikTok and Instagram in 2025. This shift is happening, fast. For brands that want to drive engagement across the entire buyer journey, social media can’t be treated as an add-on. It needs to be a core part of your omni-channel strategy.
In his latest Fast Company op-ed, Keith Turco dives into why social is no longer optional, and how forward-thinking B2B leaders are using it to create earlier, smarter, and more authentic engagement.
