> ## Content Index > Fetch the complete content index at: https://www.wwconemedia.com/llms.txt > Use this file to discover other available public pages before exploring further. # 88% of Singapore B2B Marketers Say Growth Depends on Younger Buyers — But Trust Is Becoming the Real Currency - URL: https://www.wwconemedia.com/88-of-singapore-b2b-marketers-say-growth-depends-on-younger-buyers-but-trust-is-becoming-the-real-currency/ - Published: 2026-09-04T13:23:04.000Z - Updated: 2026-09-04T13:23:04.000Z - Author: WWC NEWSDESK - Tags: ASIA, BUSINESS, SINGAPORE **SINGAPORE — September 4, 2026** — Singapore's business-to-business marketing landscape is entering a generational turning point, with nearly nine in 10 B2B marketers saying their companies' future growth depends on winning over younger decision-makers. According to new research commissioned by LinkedIn, **88.2% of Singapore B2B marketers surveyed said future growth depends on influencing younger buyers, including Gen Z and Millennials**. But the research points to an important shift: younger B2B buyers may not be won simply through bigger advertising budgets or greater online visibility. Instead, **professional recommendations, credible experts and trusted communities are increasingly influencing how these buyers discover and evaluate brands**. ## Gen Z is entering the B2B buying conversation The findings come as younger generations take on greater influence in professional and purchasing decisions. The LinkedIn research found that **79.6% of Singapore B2B marketers believe Gen Z buyers are more likely to consider a brand when it has been recommended or validated by someone in their professional network**. That suggests the traditional B2B playbook — relying heavily on corporate advertising, brand awareness and broad audience reach — may be losing some of its influence. Instead, buyers are increasingly looking to people they consider credible before deciding whether a company deserves their attention. As LinkedIn vice-president of marketing Davang Shah put it, Gen Z has raised the bar for what earns its trust, with buyers increasingly turning to peers and experts when making decisions. ## Credibility is overtaking visibility The research offers another warning for companies focused primarily on impressions and reach. **74.4% of Singapore respondents said brand credibility is becoming more important than brand visibility.** Meanwhile: - **77.4%** said brands need to appear in trusted professional networks to establish credibility. - **79.2%** said brands with active professional communities have an advantage when buyers discover and evaluate them. - **75.6%** said active professional networks have become more important than audience size or reach. The numbers indicate that B2B marketing is increasingly becoming a question of **who trusts the brand — not simply how many people have seen it**. ## Human expertise beats AI-generated content The rise of artificial intelligence is also changing the credibility equation. Despite the growing use of AI to produce marketing material, **71.6% of respondents said buyers prefer human expertise over AI-generated content**. That does not mean businesses are turning away from AI. In fact, **47.4% of Singapore B2B marketers expect their organisations to increase investment in AI search optimisation over the next 12 months**. The more interesting trend is that companies appear to be pursuing both technology and human credibility at the same time. Another **40% expect greater investment in content from employees, creators and thought leaders**, while 37.2% expect increased investment in community engagement and participation in industry conversations. ## Expert voices are becoming a marketing weapon The research suggests that expertise is becoming particularly valuable as customers move from simply knowing about a brand to actively considering it. **50.8% of respondents said content from expert voices is more effective than traditional campaigns at moving buyers from awareness to consideration.** For smaller businesses, the finding could be especially significant. Some **38.4% of Singapore B2B marketers said sharing expertise and thought leadership from founders and employees is the most effective way for small businesses to win new customers**. Only **13.8% selected paid advertising and brand-awareness campaigns** as the most effective approach. That creates an opportunity for businesses that cannot compete with multinational companies on advertising budgets. A founder who explains an industry problem, an engineer who shares technical knowledge, or an employee who provides practical expertise can potentially become a much more powerful trust signal than a conventional advertisement. ## Professional networks are becoming part of the buying journey The shift is not limited to purchasing decisions. LinkedIn's broader research found that Gen Z professionals are increasingly connected online but can still struggle to turn those connections into meaningful professional relationships. Its September 2 research found that **72% of Gen Z professionals surveyed feel disconnected from people who could help their careers**, with fear of bothering others, being judged or appearing inauthentic among the barriers identified. At the same time, LinkedIn found that younger professionals are becoming increasingly important business decision-makers. That creates an unusual opportunity for B2B marketers. The same professional communities where younger workers seek advice, expertise and career connections can also become environments where brands establish credibility. ## What this means for small businesses For smaller companies, the findings could challenge the assumption that growth requires ever-larger advertising budgets. A company may instead be able to build influence by turning its internal expertise into public-facing content. That could include: - Founder and executive thought leadership - Employee expertise and specialist commentary - Customer success stories and testimonials - Practical industry analysis - Educational videos and explainers - Participation in professional communities - Genuine conversations with industry experts and customers The research found that **customer success stories and testimonials were cited by 45.8% of respondents as credibility builders for Gen Z professional audiences**, followed by employee voices and subject-matter experts at 41.4%. Executive expertise and perspectives were cited by 38%. By contrast, only 13.8% pointed to strong brand awareness and reach as effective for establishing credibility with Gen Z professional audiences. ## AI search is rising — but it is not replacing trust There is an important contradiction in the findings. Marketers clearly expect AI to become more important in how brands are discovered. Nearly half anticipate increased investment in AI search optimisation. Yet the same marketers say human expertise remains more trusted than AI-generated material. That suggests the next phase of B2B marketing may not be **AI versus humans**. It may instead be about using AI to help credible people become easier to discover. A company could use AI to identify customer questions, optimise content or improve search visibility while relying on actual employees, executives, customers and industry specialists to provide the knowledge behind that content. In other words, technology may help people find the expertise — but the expertise itself still needs to be credible. ## Singapore marketers are facing a different buyer The significance of the research extends beyond one marketing channel. Younger buyers have grown up surrounded by search engines, social platforms, online communities and increasingly AI-powered information tools. They can investigate companies independently before ever speaking with a salesperson. That makes credibility increasingly important at the earliest stages of the purchasing journey. For B2B companies, the implication is straightforward: **the sales process may begin long before a salesperson enters the conversation**. A potential buyer may first encounter a company through an expert's post, a colleague's recommendation, a customer story or a professional community discussion. By the time the buyer contacts the company, much of the trust-building may already have happened. ## The bigger shift: from attention to influence The research ultimately points to a broader change in B2B marketing. For years, marketers have measured success heavily through reach, impressions, clicks and visibility. The latest findings suggest that younger buyers are forcing companies to ask a different question: **Does anyone credible actually vouch for us?** That is particularly important as AI makes it easier to produce enormous amounts of content. When information becomes abundant, the value of simply publishing more content can fall. What becomes harder — and potentially more valuable — is demonstrating that the information comes from someone with real knowledge and experience. For Singapore's B2B sector, that could make **trust, expertise and professional relationships the next major competitive advantage**. And with 88.2% of marketers already saying their future growth depends on influencing younger decision-makers, the companies that learn how to earn that trust may have an advantage long before the next purchasing decision is made. WWC ONE MEDIA J.M.D