B2B Marketing: How to Engage With Millennial Buyers

July 14, 2015 Monika Jansen

Millennial buyers

If it seems like those darn Millennials are changing everything, you are actually not imagining it. They are. From the swift rise of the sharing economy to the rebirth of walkable, urban areas, Millennials are having a very big impact on the way we live.

And now, goshdarnit, they are changing B2B marketing. Why?

In 2014, Millennials made up almost half of B2B buying decision makers (46 percent, to be exact). Source: AdAge

Yup, Millennials are sitting in the driver’s seat when it comes to buying your company’s products and services.

What this means for you:

You need to adjust your marketing pitch and speak to the values Millennials hold near and dear. Those values include happiness, passion, diversity, sharing, and discovery. Be transparent, share your story, and let your enthusiasm and energy for what you do shine through.

Almost 40 percent of B2B purchasers use mobile devices to buy products and services and more than half of Millennials use them to research their purchase. Source: Acquity Group

What this means for you:

Your website has got to be mobile friendly (also because Google will penalize your search ranking if it’s not). Look up your website on your mobile phone and tablet:

  1. Is it easy to navigate?
  2. Can potential clients find information on your top products and services quickly?
  3. Can they contact you easily by simply tapping on an email or phone number?

70 percent of those researching B2B products and services use video in making their decision. Source: AdAge

What this means for you:

Stop procrastinating when it comes to video marketing. Share tips or answer top FAQs in videos you post on your blog. If you sell products, create demo videos. If you sell services, gather video testimonials from happy clients.

#YOLO is a lifestyle for Millennials. Source: Corporate Executive Board

What this means for you:

YOLO stands for You Only Live Once, and it really captures the mindset of Millennials. They are adventurous, love to do/see/try new things, and are always seeking the next big experience (that they can share on Instagram). Tap into that zeitgeist, and Millennials will respond.

How will you change your marketing tactics and language based on Millennial buyers?

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Author information

Monika Jansen

Monika Jansen

Monika Jansen is a freelance copywriter and editor who helps with companies of all shapes on sizes kick their content up to the next level. You can find her online at www.jansencomm.com.

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