Does Your B2B Marketing Strategy Speak to the Changing Face of B2B Marketing?
Most of your content probably speaks to Gen X and Baby Boomers – people who now occupy most business leadership roles. But, a Google survey of 3,000 B2B researchers shows 18-34 year-olds do almost 50% of all B2B research. That number increased by 70% from 2012 – 2014! What do you think the numbers look like now?
And if Millennials are gaining an increasing responsibility in B2B research, how do you market in a way that works for them?
Fortunately, there’s plenty of research on that too.
Baby Boomers and Gen Xers rely on their personal impression of your product or service. Today, Millennials want a personal experience. These insights, and the following, come straight from the IBM Institute of Business Value (IBV).
But they don’t necessarily want “in-person” sales and marketing. That’s because Millennials grew up with the internet and don’t know a world without it.
IBV’s research continues and adds that your marketing content must be relevant, authentic, and personal. But you must give Millennials that impression through digital channels – written content, and especially video. They don’t want to hear sales pitches or anything that sounds like advertising.
They want a genuine human being having a conversation with them. And Millennials love analytics, adds data from IBV. If you can present the data and information they need to make a decision in a casual, conversational way, you’ve found a winning marketing concept.
But, that’s not easy to do.