“The new B2B decision-makers access and digest information differently. Your communication must adapt accordingly.”
– Mark Ingraham, Image Perspective
The following article written by: Target Marketing
In the “old days,” B2B marketers did not target our marketing by buyer age or generation. The primary methods of targeting B2B marketing initiatives were by several factors including:
Industry (using Standard Industrial Codes).
Size of company (number of employees, gross revenues).
Job title, function and education of prospects.
Well, that was then and this is now. Today, Millennials are the largest group of B2B customers in the market according to Google statistics on B2B product searches so now they are the apple of every marketer’s eye. With Millennials in mind, generational marketing focusing on social and other emerging mobile channels is indeed a big deal for B2B marketers who see email marketing going the way of snail mail…but are they on the right track?
Read more on one point of view here… Read more