The new generation of b2b buyers is web first meaning they are more likely to research before visiting a trade show

In the era of digital transformation, business-to-business (B2B) buyers are no longer relying solely on trade shows to make informed purchasing decisions. Instead, they have become a “web-first” generation, actively researching products and services online before attending any physical events. As B2B companies adapt to this shift in buyer behaviour, it’s crucial to understand how web-first buyers function and how businesses can leverage this trend for optimal success in today’s market. In this blog post, we’ll explore the implications of this new buyer mindset and share some tips on how you can stay ahead of the curve!

The new generation of b2b buyers

The new generation of b2b buyers is web-first, meaning they are more likely to research their options online before visiting a trade show or making a purchase. This shift has made it more important than ever for businesses to have an online presence that is informative and engaging.

To reach these buyers, businesses need to focus on creating content that is both informative and interesting. Blog posts, infographics, videos, and other types of content can all be used to reach buyers who are researching online. It’s important to ensure that this content is optimised for search engines so that it can be easily found by potential customers.

By creating compelling content and making sure it is easily accessible online, businesses can make the most of the new generation of b2b buyers.

What this means for trade shows

The new generation of b2b buyers is web first, meaning they are more likely to research before visiting a trade show. This means that trade shows need to have a strong online presence in order to reach these buyers. Additionally, trade shows need to offer something unique that cannot be found online. Otherwise, there is no incentive for buyers to visit the trade show.

How to adapt to the new buyer

As the buyer demographic for b2b products shifts increasingly towards web-savvy millennials, it’s more important than ever for brands and retailers to have a strong online presence. Here are some tips for how to adapt:

1. Make sure your website is up-to-date and mobile-friendly. A majority of web traffic now comes from smartphones, so it’s essential that your site is designed with this in mind.

2. Invest in SEO and content marketing. potential customers are more likely to find you if your brand pops up when they’re searching online for related keywords.

3. Use social media to reach out to buyers. platforms like Twitter, Instagram, and Snapchat are great ways to connect with young adults who are active online.

4. Stay on top of trends. Keep an eye on what’s popular among influencers and buyers in your industry, and adjust your offerings accordingly.

5. Be available 24/7. With buyers being able to research and purchase products at any time of day or night, it’s important that your brand is always accessible online.


As the new generation of B2B buyers are web-first, it is important to understand their needs and preferences. By providing comprehensive product information and utilizing digital marketing strategies such as SEO, companies can reach more potential customers. Furthermore, attending trade shows to network with other industry participants will help ensure they stay at the forefront of what’s happening in their market. With these considerations in mind, businesses have a better chance at staying ahead of the competition when it comes to selling products or services within their B2B marketplace.