Data Snapshot

Millennials Dominate B2B’s Digital Buying Decisions

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

August 21st, 2023
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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