Data Snapshot

Millennials Dominate B2B’s Digital Buying Decisions

Can Marketing And Sales Go Digital Fast Enough To Keep Up?

August 21st, 2023
Rick Bradberry, Principal Analyst
Rick Bradberry Principal Analyst
Jenna Santos, Data Researcher
Jenna Santos Data Researcher
With contributors:
Mike Pregler , Mallory Icenhower , Kate Pierpont

Digital natives are influential yet underestimated B2B buyers. They engage electronically, use self-service tools, and purchase online. Forrester’s Buyers’ Journey Survey, 2022 reveals that Gen Z and Millennial B2B buyers make up more than two-thirds of senior-level digital purchasers. Millennial leaders who are B2B buyers represent an audience that is two and a half times larger than that of Gen X leaders. Frequently, Millennials define the digital strategy of buying groups. As a result, sales and marketing motions will focus more on website, e-commerce, marketplace, and in-product purchasing. This is a global snapshot of Forrester’s data on each generation’s senior-level digital buyers.

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