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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Study highlights

69% of millennials prefer to engage vendors during the scale cycle using email. -

36% of millennials weigh the opinions of friends and family before deciding to buy B2B products. -

69% of millennials will post a positive comment on social media if they're happy clients. -

About the author

Carolyn Baird

Carolyn Baird
Global Research Leader
IBM Institute for Business Value (IBV)

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