Millennials have set new precedents in consumer marketing, placing increased importance on transparency, relevancy and engagement. But do their shopping habits have an effect on how they prefer to engage with B2B marketers?
Based on the Millennial study series conducted by IBM, the answer is simple: absolutely. With Millennials influencing more B2B purchasing decisions for their companies than ever before, it’s even more critical that marketers understand how to effectively target them.
According to Carolyn Baird, a Global Research Leader at IBM Institute for Business Value, “Millennials, even more than Gen X or Baby Boomers, prize a hassle-free, omni-channel client experience personalized to their specific needs. They want data, speed and trusted advisors who are eager to collaborate.”
3 Key Takeaways for Marketing to Millennials
So how do you make sure they have the experience they’re looking for?
- More Content – Not only do you have to offer diverse forms of content, but you have to provide a lot of it. Start by addressing their business challenges and answering frequently asked questions. Then share information about your industry and company. If your audience knows they can trust you as an expert in the industry, they’ll trust you as a product or service provider, too.
- More Accessibility – Millennials have a reputation for wanting to interact directly with vendors’ reps – far more than Gen X or Baby Boomers. When they are in the research phase, they want to know what it would be like to work with a particular vendor and make sure it’s a good fit for them. Then, once they have the info they need, they prefer to make interactions with vendors quick, easy and virtual. Make yourself accessible and take cues from them on how they like to communicate (via phone, email or in person). They want to hear what unique solutions you can offer them for their particular business.
- More Personalization – Millennials aren’t interested in hearing a one-size-fits-all sales pitch. Take the time to do your research, find out what’s important to them and help them make an informed purchasing decision. It will be worth it in the end. If you’re not willing to make interactions personal and targeted, you’re wasting your time and theirs.
The bottom line? Millennials want trusted advisors. They want to work with experts who are willing to roll their sleeves up and work together to solve tough B2B problems. And if you can deliver relevant content, be accessible and create a personalized experience, you’ll impress decision makers of all generations, not just Millennials.
