To buy or not to buy?

How Millennials are changing B2B marketing

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Executive overview

Author: Carolyn Heller Baird

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, Global Research Leader for Customer Experience and Design, IBM Institute for Business Value

Millennials: The new decision makers Whether they are subject matter experts supporting a team decision or singularly responsible for selecting a vendor, Millennials are having a profound impact on their organizations and the B2B vendors who want to do business with them. As more Millennials move into decision making roles at work, or start their own companies where they are in charge, the influence they wield over B2B purchasing will only continue to grow. This is the second report in our multigenerational, global Millennial study series. This report explores the preferences and practices of those who influence B2B purchasing decisions. Just as consumer marketing is changing to appeal to Millennials, our findings show that B2B marketers also need to revamp their strategies to connect with this new generation of decision makers.


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