Opinions expressed by Entrepreneur contributors are their own. Key Takeaways Gen Z B2B buyers prefer self-guided discovery and trust vendors who help them learn over those who pitch. They move across platforms to research, compare and validate solutions on their own and engage with brands only after they have built their own understanding. Traditional B2B marketing misses the mark. To win Gen Z buyers, you must create content that teaches, builds understanding and helps solve real problems. You must also integrate your product naturally into the learning and let your audience explore on their own terms. Something subtle has shifted in how buyers make decisions, and most startups are still playing by the old rules. According to Deloitte’s 2025 Gen Z and Millennial Survey , nearly two-thirds of the workforce now falls into these generations, and more than half report using generative AI daily. That combination is changing not just who your buyers are, but how they evaluate you.…