Skip to main content

Save or Share this Report

For B2B Marketing Professionals

Millennial B2B Buyers Come Of Age

Update Your Sales Approach To Succeed With The Heads-Down Generation

March 28, 2017


Why Read This Report

Demographics prove the heads-down generation is well on its way to becoming a dominant force within and outside their firms. While recent research indicates that 73% of Millennials are involved in B2B purchasing decisions, their rise to power is largely going unnoticed. Companies that purposefully adapt their marketing and sales strategies to better mesh with the Millennial mindset will outperform the competition. This report considers Millennial purchasing preferences and recommends ways in which B2B organizations can fine-tune their approach to succeed with this increasingly present and influential buyer.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


Table of Contents

  • Millennial B2B Buyers Add Complexity To The Mix
  • The Millennial Mindset Is Different
  • Recommendations

  • Advice To B2B Sellers
  • Supplemental Material
  • Related Research Documents