Younger Generations Are Shaking Up B2B Buying — Are You Prepared? (with abstract)
| Younger Generations Are Shaking Up B2B Buying — Are You Prepared? (with abstract) | |
|---|---|
| Published By | [[ Forrester]] |
| Publish Date | 2024 |
| Authors | Amy Hayes |
| Topics | Digital customer experience in B2B |
| Statistics | |
| Article Size | words |
| Diagrams | No |
| Downloadable Version | No |
| Reviewers | |
| Page Owner | Nikolay Sidelnikov |
| Summary Author | Nikolay Sidelnikov |
Abstract
The article Younger Generations Are Shaking Up B2B Buying — Are You Prepared? by Forrester explains how the generational shift in B2B buying impacts on B2B customers experience requirements. It is important to understand these younger buyers characteristics to succeed in B2B.
According to Forrester’s survey the share of Millennials and Gen Zers (born after 1980) had become the majority of B2B buyers and reached 71% in 2023. The article points to several characteristics of younger buyers that "are imperative for marketing, sales, and product teams to understand".
- These B2B buyers expect a seamless experience pre- and post-sale. Younger buyers demand seamless, personalized interactions, favoring self-service transactions, urging organizations to adapt swiftly.
- They think beyond economic value. Younger buyers prioritize sustainability over revenue, emphasizing diverse dimensions of value in the buying journey.
- Millennials and Gen Zers make participatory buying decisions. They seek participatory decision-making, consulting diverse networks, potentially stalling the buying cycle; providers can mitigate risks by supporting champions.
- It is also important to co-create with you. Younger buyers seek active involvement, favoring providers who invest in co-creation, guiding them to build tailored solutions through collaboration.
All those factors should be taken into account when design B2B customer experience including its digital dimencion.
Full text: Younger Generations Are Shaking Up B2B Buying — Are You Prepared?