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Millennials: The New B2B Decision-makers

December 7, 2017

A survey about millennials in the B2B marketing space showed that: 

Those marketing and sales teams are wrong – 73% of millennials are involved in B2B purchasing decisions.


keep calm, millennials are ahead.jpgMillennial traits are widely disputed – are they confident, self-centered and entitled, lazy, a product of a bad economy, all of the above, or something else? – but it’s indisputable that they’re responsible for infusing $600 billion into the U.S. economy every year.

And that’s not counting what they spend at work. As mentioned, 73% of millennial employees are involved in making purchasing decisions for their companies or their own businesses, and 34% make purchasing decisions alone.

How do you adapt?

Consider the experience

Millennials’ expectations for B2B brand interactions match their expectations for consumer brand interaction – responsiveness, immediate gratification, and ease of use – so be prepared to offer that type of experience.

But millennials also place a high value on personal relationships with vendors, so offering them a good experience is paramount – and that isn’t a sales pitch. They want authentic interactions with vendors where they explore possibilities and get questions answered.

Change how (and where) you communicate

Millennials spend 3.5 times more time in messaging apps than individuals over 45. You’ll have to do some digging to determine if your target customers prefer text, Slack, Skype, Snapchat, or some other platform, but one thing is for sure – never leave a voicemail for a millennial.

Video is another sure-fire way to connect with millennials. They prefer to watch videos about product features, product demonstrations, etc. – they even prefer video testimonials.

marketing to millennials

Be search-friendly, especially on mobile

B2B millennial buyers are more than halfway ready to make a decision before they engage on your site (and they do an average of 12 generic searches before engaging with a brand). That doesn’t mean they aren’t looking at your site, though – the internet is their number one choice for research.

In addition, you’ll find 42% of millennial buyers using a mobile device for research, with 49% of those admitting to using mobile wherever they are – including at work, in front of their computer.

It’s not just consumer brands that have to focus on the millennials’ unique buying process anymore – millennials are gaining responsibility in business, and B2B brands that can connect with them will be more successful.

Need help marketing to millennials? Or with video, mobile, and designed customer experience? Or all of the above? Give us a call!

Topics: Millennials

Courtney Stallings
Written by Courtney Stallings

Courtney writes and edits content for Leading Results and their clients. She has been described as a Grammar Nazi and enjoys crafting writing with excellent spelling, punctuation, and grammar.

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