B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing
B2B businesses can learn a lot from B2C businesses when it comes to successfully engaging with millennial decision makers.
Are B2B businesses ready for the rise of millennial decision makers?
Millennials are already maturing into middle management positions, and many have taken on decision making responsibilities as a result. Although their priorities when making a purchase, such as cost and effectiveness, are largely similar to decision makers of the baby boomer generation, there are differences in how they want to conduct purchases. Millennial decision makers want more engagement in their buying journey when compared to their predecessors. But it has to be on their terms - they do not want to be told they can only buy in a certain way and expect to be able to make up their own minds.
B2B businesses can learn a lot from B2C businesses when it comes to successfully engaging with millennial decision makers. Although they are buying on behalf of their company, the decision maker is still a human being and expects to be treated as such. They want their personal values to be reflected in their own work as well as the companies that they interact with professionally. This is where B2B sales can bring emotional factors into the sales process, in the same way that B2C sales have successfully done for a while now. If your messaging at every stage of the funnel shows millennial decision makers that not only do you have a great solution for them, but you're also in tune with and supportive of their values, they become far more likely to engage with you.