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Influencing B2B Tech Purchases: Buyers' Content Preferences by Age and Funnel Stage

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Which types of information do B2B technology buyers value most at different stages of the purchase funnel? Do buyers of different ages prefer different content formats and sales approaches?

To find out, Arketi surveyed 262 business technology buyers from three generations: Baby Boomer (31% of respondents), Generation X (30%), and Millennial (30%). Respondents were polled on how much they use different types of information while undertaking enterprise technology purchases of $10,000 or more.

Below, key findings from the report on the most used information types at the top of the purchase funnel (awareness), middle (research), and bottom (decision-making).

Top of the Funnel

B2B tech buyers of all three generations say they are most influenced by industry analysts at the earliest stage of the purchase process (41% of Baby Boomers rely on analysts; 31% of Gen Xers; 29% of Millennials).


Baby Boomers are more likely to turn to online communities/forums for information at the top of the buyer funnel than are their younger colleagues.

Middle of the Funnel

The sources of information used most by Baby Boomers when evaluating vendors are online communities/forums, live demos, and industry analysts.

Millennials turn to internal colleagues most to help evaluate vendors, and Gen X buyers rely most on in-person meetings with vendors.

Bottom of the Funnel

Baby Boomer, Gen X, and Millennial B2B tech buyers all say they use information from in-person meetings or live demos most during the final, decision-making, stage of the purchase process.

About the research: The report was based on data from a survey of 262 business technology buyers from three generations: Baby Boomer (31% of respondents), Generation X (30%), and Millennial (30%).


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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