Understanding the next generation of B2B buyers

Millennials are responsible for a growing number of business-to-business (B2B) purchases, and marketers need to reflect their particular values and habits.

That finding came from a survey of 34,000 executives in ten markets – including Australia, Brazil, India, the UK and US – by The B2B Institute, a think tank supported by social network LinkedIn, and research firm GWI.

Meet the ‘BETAs’

B2B marketers are often regarded as moving slower than consumer-facing brands. The distinct expectations of millennials, however, demand a new strategic approach.

And four traits define B2B millennial employees – also known as BETAs:

• Blurred boundaries: They do not have a firm division between home and work lives.
• Evolving: Their careers and identities are closely linked, with an emphasis on personal branding, self-improvement, and setting trends.
• Tech native: They demand the same quality in personal and professional technologies.
• Activist: They expect B2B organizations to have a clear purpose.

Sourced from WARC