The report was based on data from a survey conducted in June 2017 among 503 professionals with buying influence and/or authority across primarily B2B firms.
Some 13% of firms surveyed say at least one Millennial is a decision-maker on their buying committee, 27% say a Millennial is an influencer, 17% say a Millennial is a project manager, and 38% say a Millennial is a researcher.
Some 59% of Millennials involved in B2B purchasing say they typically engage vendors' sales teams after they have done some research.
Just 9% of Millennials involved in B2B purchasing say they like to engage vendors' sales teams early in the buying process.
Millennials who are part of the B2B purchasing process say community involvement and company values are more important than content, training, and product features when deciding on which vendors to work with.
Millennials who are part of the B2B purchasing process rank personal relationships with vendor employees as the most effective resource for evaluating solutions.
About the research: The report was based on data from a survey conducted in June 2017 among 503 professionals with buying influence and/or authority across primarily B2B firms.
Continue reading "The Preferences of Millennial B2B Buyers" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Customer Behavior:
- What B2B Tech Marketers Want From Martech Solutions
- How to Push Customers Down the Brand Loyalty Funnel
- Why People Really Do What They Do: 'Primal Brain' Author Tim Ash on Marketing Smarts [Podcast]
- Do Customers Trust You? Six Tips for Earning Brand Trust in 2021
- This Is Your Brain on Marketing: Nancy Harhut on Marketing Smarts [Podcast]