5 things about marketing for Millennials B2B
Today's workforce consists of three generations of employees, and this year, one is composed of the 50 percent of all: the Millennials. In 2020, the generation Millennial will constitute half of the world's workforce, and companies B2B (business to business) who want to connect with these digital native decision makers will have to plan their strategies with a focus on marketing digital.
Not all strategies marketing digital they serve when it comes to reaching Millennials effectively as it is a market with changing trends. Nevertheless, we have some stereotypes that Millennials have made them known and that many times it does not coincide with how they really make decisions for their purchases and also with the way they want to work in companies when they make those decisions during the purchase cycle in B2B.
With more than 70% of the Millennials involved in purchasing decisions B2B, behaviors and preferences are important factors in any type of plan marketing. Nevertheless, companies that want to integrate this segment in their market will have to act carefully when approaching them, and it is highly imperative to separate fact from fiction when it comes to understanding what factors influence the purchase options of Millennials.
This time we will show you five things, that some will be to discredit one of the misconceptions about Millennials that B2B companies need to know to effectively engage with this market.
1. THEY PREFER FACE-TO-FACE COMMITMENTS
As usual, we know that Millennials they are always on the net, but thanks to that they are dealing with the overload of technology and many of them yearn for a break from their digital life, and it is understandable then for a generation that wakes up with its smart phones, asks Alexa to check her calendar and the first thing to do when getting up is to check her mail and social networks, work can often turn into anxiety. All of these things are also reasons why Millennials have gone from wanting a lot of contact with technology to preferring real life and contact.
This is why when it comes to making important business decisions, the Millennials prefer to have interactions in person. According to a survey by Ketchum, the 61% of the Millennials prefer to conduct their business meetings face to face. So a good option is to meet them over a coffee or schedule a time to chat with them over dinner or if the case is a B2B shopping trip, the Millennials seek more in-person contact and less digital contact.
2. CUSTOMIZATION IS IMPORTANT
When we talk about Millennials It is also important to note that more than 76% of them prefer to build a personal relationship with a supplier or partner than to read a company's email. Any piece of material from marketing digital that is generic sent to Millennials is likely to overlook. It is extremely important to find out as much as you can about the background, the needs and desires of potential buyers in this market segment because in this way you can generate a greater impact on them and empower them as customers.
In Webtrabajos, thanks to our own research, we discovered that buyers B2B Millennial They do not like or are not attracted to being offered additional services or products that they do not need. The Millennials in business they feel qualified to determine their own needs for products and services and this is why they will likely shy away from any communication that drives massive offers.