Trends Report

Millennial B2B Buyers Come Of Age

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

March 28th, 2017
MP
Mary Shea, PhD
SS
Shanta Samlal-Fadelle
With contributors:
Caroline Robertson , Alexander Bullock

Summary

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.