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B2B Marketers Take Notice: The Millennials Are Here

"28 Percent of millennials are influencing B2B buying decisions."
- Aaron Dun, SVP, SnapApp Inc

I recently came across a great article by Aaron Dun, senior vice president at SnappApp Inc. and an occasional contributor to MediaPost.com, about the impact of millennials and we should all take heed. In his commentary, "B2B Marketers Take Notice: The Millennials Are Here," Dun points out that "13 percent of millennials are making B2B buying decisions and 28 percent are influencing that decision making."

The take away here is clear: Millennials who now represent the largest generation in the U.S. labor force (according to the Pew Research Center) will have a substantial impact on the B2B buying process.

What's is even more interesting in Dun's article is that millennial buyers engage much later with sales than the older generation and he puts that number at 86 percent. He further points point out millennials want to engage with you only when they're ready. This is in line with the SiriusDecisions number that "67 percent of the buyer's journey is now done digitally," which means the need to reach buyers early in their journey is even more imperative because buyers are the most influenced when they're in the information-gathering stage.

Dun further recommends ditching the standard B2B practice of using lead-gating white papers to build top-of-funnel interest with millennials. Simply put, white papers ranked as the least useful type of content in the early phase of the buyer's journey. Dun's point of view is that "authenticity" and content that speaks to the buyer's process in their terms is what matters.

I could not agree more with Dun. As marketer looking to build engagement, you need to look at your buying committee and interact with how they want to be engaged. It's time to reevaluate the traditional top-of-funnel approach and look at not only technology, but the overall engagement strategy that speaks to your audience.

If you have a different opinion or suggestion, let me know at echoi@1105media.com.

Posted by Eric Choi on 09/28/2017 at 12:17 PM