Data Nugget: How Millennials Want to Do Business
A new survey shows millennials' preferences for B2B interactions differ in some key ways from organizations' current practices.
In a survey of executives responsible for business-to-business purchasing decisions, millennials showed clear preferences for researching and engaging with vendors that differed from their organizations’ current practices. Association membership recruiters and industry suppliers, take note.
Millennials: How does your organization engage with vendors during the sales cycle currently, and how would you prefer to engage with vendors?
Face-to-face meetings
Current: 69 percent
Would Prefer: 24 percent
Current: 37 percent
Would Prefer: 69 percent
Phone
Current: 22 percent
Would Prefer: 62%
Social Media
Current: 21 percent
Would Prefer: 19 percent
Live/video chat
Current: 20 percent
Would Prefer: 21 percent
Text message and other IM
Current: 18 percent
Would Prefer: 24 percent
Source: “To Buy or Not to Buy? How Millennials Are Reshaping B2B Marketing,” IBM Institute for Business Value, 2015
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