Rise of the millennial B2B decision maker — Michael McLaren // Merkle B2B
- Part 1 Rise of the millennial B2B decision maker — Michael McLaren // Merkle B2B
- Part 2The evolution of B2B customer experience — Michael McLaren // Merkle B2B
Show Notes
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03:30Who the millennial buyer isThese individuals are tech savvy, smart, and demanding. Their B2B expectations are informed by their consumer experiences which are primarily digitally-native.
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05:12Considerations for millennial decisionThey require search engine optimization for content to be easily found, navigable, and intuitive. Theyre considering customer feedback and competitive price checks before making decisions.
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08:46The millennial B2B buying processThese buyers want to engage in self-discovery throughout the buying process. Marketers need to ensure these opportunities are present in their engagement strategies for B2B businesses.
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11:20Generational differences and decisionIts not about classifying decision-makers by generation. Instead, its about acknowledging and serving diverse buyer profiles.
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12:59The reprioritization of gender and race regardinging B2B decisionB2B marketers have shifted their focus to more value-aligned approaches. Beyond product functionality, theyre crafting messages that connect on a moral and social level with buyers.
Quotes
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"The millennial buyer is used to the mobile-first, digital-first, immersive experience. Increasingly, they're bringing that expectation with them in terms of how they want to do business." -Michael McLaren, Merkle B2B, Global CEO
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"The millennial buyer is moving deeper into the purchase process, using their own kind of tools, before identifying themselves to the company that they want to do business with." -Michael McLaren, Merkle B2B, Global CEO
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"Today's B2B brand needs to have the means of helping millennial buyers navigate to get what they need easily." -Michael McLaren, Merkle B2B, Global CEO
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"Companies already understanding how to weave data into their digital experiences have really taken a leapfrog advantage from the changes that have been accelerated by the pandemic." -Michael McLaren, Merkle B2B, Global CEO
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"There's a dollar threshold as you move up the stack. So if you're buying a million dollars worth of kit, there's going to be sort of more vigilant diligence." -Michael McLaren, Merkle B2B, Global CEO
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"The question that marketers need to ask themselves is, do we create single-click opportunities to go through to a transaction experience?" -Michael McLaren, Merkle B2B, Global CEO
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"There's so many different business models emerging today that you can't just bucket them into generations. I will find the brands that suit me and are going to serve me with what I want." -Michael McLaren, Merkle B2B, Global CEO
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"Superpowers 2.0 talks about the criteria that today's buyers are looking for in B2B brands, and authentic values, the conscious component of business is becoming increasingly important." -Michael McLaren, Merkle B2B, Global CEO
- Part 1 Rise of the millennial B2B decision maker — Michael McLaren // Merkle B2B
- Part 2The evolution of B2B customer experience — Michael McLaren // Merkle B2B
Up Next:
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Part 1Rise of the millennial B2B decision maker — Michael McLaren // Merkle B2B
Michael McLaren, Merkle B2B’s Global CEO, discusses B2B marketing in 2022. We’re moving into an age of millennial influenced marketing departments. We’re also seeing an increase in their buying power, which brings with it new expectations. Today, Michael talks about the rise of the millennial B2B decision-maker
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Part 2The evolution of B2B customer experience — Michael McLaren // Merkle B2B
Merkle B2B’s Global CEO, Michael McLaren, wraps up discussions on B2B marketing in 2022. Similar to the evolving nature of B2C customer experience, B2B customer experiences are also evolving rapidly. B2B marketers must keep up or risk being left behind in this digitally-driven, competitive space. Today, Michael explores the evolution of B2B customer experiences
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