Written by: Vickie Sullivan | October 17, 2024
How Younger Decision-Makers Impact B2B Marketing
Decision-makers born between 1981-2012 now make up 71% of business buyers, according to research and advisory giant Forrester. Their expectations go beyond the apparent adaptation of technology; these buyers redefine value and the purchasing journey. And they’re having a big impact on marketing
The biggest shift: Relating to buyers who are not your generational peers is the new normal. Here are two findings from Forrester’s research that have a big impact on marketing:
• Economic value isn’t enough. Increasing revenue is still on the radar, but these buyers expand the definition. Making tasks easier, providing a pleasant experience, and maintaining status/belonging matter more than in the past. It’s time to brand your contribution beyond the Profit & Loss (P & L) statement.
• Consensus matters. Younger buyers consult their network much more than previous decision-makers. Unfortunately, though, too many chefs in the kitchen can stall the sale. Adjust your messaging to reduce risk and deal with multiple concerns. Getting to yes is no longer one conversation with the boss. Buckle up.
Every generation brings a different perspective; buyers are no exception. It’s up to you to adapt your marketing to these changes with speed and grace.
Listen: 2 Big Changes in Selling to Younger B2B Decision-Makers
Now Read This:
This site uses Akismet to reduce spam. Learn how your comment data is processed.
Share Your Comments