Rethinking B2B Outreach: A Generational Shift

As digital natives, Gen Z and millennial professionals expect communication that is faster, more personalized, and often, asynchronous. Chris Bogue explains why video content is rapidly becoming the future of B2B outreach and how to adapt to these generational shifts in buyer behavior.

Why Cold Calling Is Fading

1. Changing Communication Preferences

Younger generations have grown accustomed to modern, visual, and on-demand communication channels. 

Cold calls, which require immediate engagement and can disrupt someone’s workflow, no longer resonate with the habits of today’s professionals.

• Insight: Gen Z buyers, who were raised on YouTube, FaceTime, and social media, tend to prioritize communication methods that allow for flexible, asynchronous interaction.
• Example: While a phone call may feel intrusive to a 24-year-old professional, a quick video message sent via email or LinkedIn feels more natural and in line with their everyday communication habits.

2. Inefficiencies in Traditional Outreach

Cold calling often wastes valuable time for both sales teams and prospects. In addition to low response rates, this method contributes to high churn among sales teams.

• Challenge: Spam filters, robocall-blocking technologies, and busy professionals who avoid unsolicited calls only increase the challenges. As a result, cold calling yields diminishing returns.
• Insight: Modern buyers, particularly younger generations, prefer to research solutions on their own time rather than engage in a direct call from a stranger.

The Rise of Video in B2B Outreach

1. Gen Z’s Comfort with Video

This generation has grown up with video as a core medium for communication, entertainment, and learning. 

Whether through platforms like YouTube, TikTok, or Snapchat, they consume vast amounts of video content daily. 

Therefore, integrating video into B2B outreach is not just a trend; it’s a necessity.

• Example: A 23-year-old is far more likely to create a professional, polished TikTok than pick up the phone for a cold call. Video content feels like second nature, which is why it’s so effective for engaging them in a way that resonates.

2. Humanizing Outreach

Video messages enable more personalized, face-to-face interaction without requiring real-time engagement. 

Unlike emails, which can be easily ignored or lost in an inbox, video provides a human touch that’s compelling and authentic.

• Chris’s Approach: Chris emphasizes the importance of making video content feel casual and relatable—creating something that aligns with the viewer’s expectations of a real, human conversation rather than a scripted sales pitch.
• Example: Instead of sending a lengthy email filled with technical jargon, a sales rep might send a 60-second video explaining how the solution directly solves a prospect’s pain point. The casual tone and visible facial expressions build trust and convey authenticity.

3. In-House vs. Outsourced Video Production

There’s a critical decision B2B companies face when it comes to video production: Should it be handled in-house or outsourced to a digital marketing agency? 

Both options come with distinct advantages and challenges.

• Benefits of In-House Teams:
  • In-house teams have a deep understanding of your brand’s culture, values, and tone, which is essential for producing content that feels genuine and aligns with your messaging.
  • Tip: Consider hiring young creatives who are naturally attuned to the latest video trends and platform preferences.
  • Example: A small startup might find success in leveraging a young in-house creative team that knows how to craft quirky, engaging video content for TikTok or Instagram Reels, which Gen Z users frequent.
• Challenges of Outsourcing:
  • External agencies, while experienced in creating polished video content, may struggle to capture the nuance and voice of your brand.
  • Outsourcing can also lead to generic content that lacks the personality and authenticity that resonates with younger buyers.
  • Example: An outsourced video might look high-quality but fail to convey the informal, conversational tone needed to truly connect with Gen Z professionals.

Conclusion

B2B marketers must embrace generational shifts and adapt their outreach strategies accordingly. Gen Z is leading the charge with a preference for engaging, on-demand, and personal communication methods—such as video content—that fit seamlessly into their digital-first lives. 

Marketers who adapt to these preferences by integrating video—especially short-form, casual video—into their outreach efforts will be better equipped to engage this powerful new generation of buyers. The future of B2B sales is video-driven, and staying ahead of this curve will ensure long-term success in a rapidly changing landscape.