Articol de: Elena Badea, Managing Director, Valoria Business Solutions
B2B marketing tactics relevant to Millennials
Concerning the content consumption of this generation, 35% say they do not like the downloadable content, 32% do not appreciate product descriptions, 18% do not appreciate expert opinions and case studies, 15% do not look at recorded webinars, 12% do not watch live webinars, 10% do not get product brochures. Instead they like blog articles, infographics, short video content, and electronic books that can be downloaded freely.
At the juncture between marketing and sales, they do not like cold calling or cold emails, lack of personalization or a call from a vendor after they downloaded a PDF on that vendor’s website. Millennials value a company’s values and involvement in the community, the quality of the marketing materials, product specifications clearly mentioned on the website, interactive content, and chatbots.
Instead of conclusion …
Each generation has its own individuality. It is the case of the generation of Millennials. Just the difference to other generations is greater. As employees, they want a work experience that highlights their talent for interacting with technology in companies that are genuinely involved in the community. As B2B buyers, they avoid suppliers up the advanced stages of the sales process because they want to research the market options themselves and make their own decisions on potential suppliers.
The B2B consumer habits of this generation could be summed up to „little and good” as an expression of a responsible lifestyle towards resources and environmental protection. Millennials are no better or worse than other generations. They’re just different.
… and „to be continued”
Research is part of our DNA at Valoria. We study, interpret, publish, and put in practice what we say. That’s why we have integrated the above-mentioned concepts in the course on „Marketing Strategy for IT Companies” – a course prepared together with Ionuţ Munteanu from Webdigital and Robert Zănescu from Zephyr Group. The participants at this course will develop the marketing skills needed by a professional working in an IT company, adding to their repertoire knowledge of how the Millennials interpret information and make decisions in a field as dynamic as IT is. Learn more about this course here.
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