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


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


Associations Now Staff

By Associations Now Staff

The Associations Now team of editors covers all aspects of association management in print, blogs, and daily news. MORE

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