Generational shifts have transformed B2B buying behavior, with Millennials and Generation Z now making up the majority of B2B buyers. These modern buyers typically do their own research, utilize self-service channels, and consult third-party industry websites and forums before engaging with a salesperson. In addition, the shortlist of potential suppliers for modern buyers has shrunk to two or three options, with a proven brand being top-of-mind. To position your company among these remaining options, you must enhance the buyer experience and establish your company as a thought leader to meet the demands of modern buyers.
This shift is not just inevitable; it is an opportunity for B2B companies to transform their approach. Successfully engaging with younger buyers is essential for thriving in today's marketplace, and achieving this demands seamless collaboration among marketing, sales, and product teams.
Read the full original article from Forrester by visiting their site here: https://www.forrester.com/blogs/younger-b2b-buyers.
