The Millennial Effect on B2B Digital Marketing

Generations behave differently, and this extends to purchasing decisions. Millennials are increasingly being given purchasing power at work, which means your B2B marketing plans must accommodate this generation’s purchasing preferences. See how Millennials are affecting B2B marketing—and how your company must change.

Millennials are Values-Driven Shoppers

More than previous generations, Millennials support companies whose values align with theirs. Consider the success of Toms, which donates a pair of shoes for every pair purchased. Broadcast your core values to attract Millennial buyers who share those views.

On a related note, community engagement is very important to Millennials. If your business contributes to charity or performs volunteer work, promote this to show Millennials your business “gets it.”

Millennials Do Their Research

86 percent of Millennials prefer to do their own online research before initiating a sales call. Curate relevant product information in websites, videos, blogs, and other digital assets that speak to these shoppers at their level. By focusing on adding value to the conversation, you’ll win these customers when they’re ready to buy.

Millennials Value Influence

There’s a reason that influencer marketing has become so popular in B2C marketing, and it’s because Millennials look to their peers to influence decision making.

With B2B products or services, it’s time to shift focus to shareable forms of marketing, such as social media and other discoverable, shareable content types over content that’s served up to customers. This generation’s least favorite marketing methods include white papers and product demonstrations.

To engage Millennials and get to that sales call, make your website interactive, offer live webinars for middle of funnel shoppers, and be active where they hang out online.

Do you need to make a shift with your marketing? We’re here to help you create new sales opportunities using proven digital marketing techniques. To learn more about working together, contact us.