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. However, 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. However, 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.
Es por esto que cuando se trata de tomar decisiones comerciales importantes, the Millennials prefieren tener interacciones en persona. Según una encuesta realizada por Ketchum, he 61% of the Millennials prefieren realizar sus reuniones de negocios cara a cara. Así que una buena opción es encontrarlos con un café o programar un tiempo para conversar con ellos durante la cena o si el caso se trata de un viaje de compra B2B, the Millennials buscan más contacto en persona y menos contacto digital.
2. LA PERSONALIZACIÓN ES IMPORTANTE
Cuando hablamos de los Millennials es importante también destacar que más del 76% de ellos prefieren construir una relación personal con un proveedor o socio que leer el correo electrónico de una empresa. Cualquier pieza de material de marketing digital que sea genérica enviada a los Millennials es probable que pase por alto. 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.
3. THE RECOMMENDATIONS OF THE PEOPLE ARE TRUSTED MORE THAN THE INFORMATION OF THE DIGITAL CHANNELS
When searching for information about a product or service, buyers of B2B Millennial rely heavily on the recommendations and opinions of other people based on information published on online channels such as websites, emails, product review forums, or in the media such as commercial news sources, trade publications, among others. They have the utmost confidence in their business and industry colleagues, and even the word of family and friends is highly appreciated.
B2B buyers Millennial they also see industry professionals as trusted sources, So a good strategy for companies is that they would do well to have their representatives act as opinion leaders within their sectors or specialties., esto con el fin de que como representantes, esta será una forma de lograr ganar credibilidad entre ellos a través del liderazgo de pensamiento, además de esta estrategia te queremos dejar otras que de seguro ayudará a potencializar este mercado en tu negocio, for example:
- Usar una sección del website de tu empresa como plataforma para bloguear sobre la industria en la que trabajas.
- Conectarse con otros líderes de opinión de la industria para poder contribuir con contenido en tus plataformas.
- Publicación de otros materiales útiles, pues nuestra investigación muestra que las guías y los libros blancos son algunas de las formas de contenido más populares entre los profesionales de negocios conectados<