Column: the millennials are coming

Tony Toebak
Tony Toebak
Communications Manager Perstorp Animal Nutrition
+31 416 317 721

Annika Gremner New way of doing business

B2B industries are facing huge shifts in demographics due to that the millennials now are entering the arena. In a study done by Google among B2B decision makers we can see that the age group 18-34 increased from 27% to 46% during 2012 to 2014. Among the influencers 72% where younger than 45 years old. As one of the largest generations in history, their unique experience will change the way we buy and sell and we need to adapt. Millennials come from an age of technological change, globalization and economic disruption that gives them a different set of behaviors and experiences. We already now see more and more customers searching information online, long before they contact any company, which leads to a shorter buying process. This requires a completely new way of attracting potential customers as well as retaining current customers. The importance of digital and social media is becoming high and new skills among sales and marketing teams are needed to support customers in the best way. The difference in how to do business in B2B and B2C is getting less as the buying patterns are becoming similar. Instant access to price comparisons, product information and peer reviews are expected. How are you preparing and how can we help?


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