Millennials are growing in influence when it comes to making business-to-business (B2B) purchase decisions, and should be targeted with marketing that acknowledges their particular values and habits, according to a study focused on this audience.
The B2B Institute, a think tank funded by business-focused social network LinkedIn, drew on survey data from research company GWI to understand the preferences and behaviors of millennial employees – defined as people in the 21–40-year old demographic – in the B2B space compared with their older colleagues.
In all, the analysis covered ten markets – Australia, Brazil, France, Germany, India, Japan, Singapore, Spain, the...