2
That Millennials are bringing their
consumer buying behaviors to
their B2B work is not a surprise.
What is surprising is that B2B
marketers across all generations
haven't woken up yet to the
fact that the old B2B marketing
playbook is dead — or at the very
least, it’s in hospice.”
–Ann Handley, MarketingProfs
1. Introduction .....2
Methodology .2
Key Findings ..3
2. Survey Results ..4
Generation Profiles ....4
Digging Into the Results .........5
3. Conclusion ........12
Best Practices for Marketing and Sales: New Ways to Engage .12
Final Thoughts ...........13
4. About the Authors .........14
TABLE OF CONTENTS
1|snapapp/generationresearch@snap_appToday’s buying committees are diverse; Millennials are already taking their seats among Generation X and
Baby Boomers at the buying table, making navigating the already complicated buying environment even harder thanks
to their diferent preferences. Though this shif might seem minor, it greatly impacts how marketing teams operate, sales
teams engage, and how purchase decisions are ultimately made.
For B2B marketing and sales teams to continue finding success, they must be able to identify, acknowledge, and respond
to the generational diferences of today’s new buying committees. This report looks at the diferences between the rising
Millennial buyer, their Generation X and Baby Boomer counterparts, and how B2B marketing and sales strategies can
address the gaps between them.
METHODOLOGY
To understand and identify the generational diferences and impact of those diferences on the B2B sales process and
buyer’s journey, SnapApp and Heinz Marketing conducted a survey over two weeks in late June 2017. The responses came
from 503 professionals with buying influence and/or authority across B2C and B2B businesses, in diferent functional areas,
and from organizations that range from SMB to large enterprise.
Respondents were prequalified for the survey with the question “Are you involved in either influencing, recommending, or
approving a purchase for your organization or client” Those who answered “No” were excluded from the survey.
INTRODUCTION
Respondent Breakdown
(out of 503 responses)
B2B vs. B2C Organization
B2B
B2C
Both
29%
7%
64%
Role on Buying Committee
Decision Maker
Influencer
Project Manager
Researcher
Other
22%
7%
14%
31%
26%
Generation
Millennial (18-34)
Gen X (35-55)
Baby Boomer (Over 55)
20%
34%
46%
snapapp/generationresearch@snap_app|KEY FINDINGS
1The Millennials are here!
The Millennial buyers are no longer just coming – they are here, they are active members of today’s buying committees. 13%
of Millennials are already making purchasing decisions, while another 28% are influencing them. B2B marketing and sales
professionals who assume Millennials only impact the B2C world are mistaken.
2A new sales journey.
The Millennial buyer is introducing a new marketing and sales journey, one that’s more independent than Generation X or
Baby Boomers. The Millennial buyer conducts extensive research before making a decision and early sales engagement is a
big turn of. Unsurprisingly, across generations, no one really likes white papers as a research tool.
3The rise of the sales avoiders.
A more independent marketing and sales journey also means that Millennials reach out to sales much later in the process
than their Generation X and Baby Boomer counterparts. Nearly 60% of Millennials reported that they only engage sales in the
middle of a purchase decision, actively avoiding sales until only afer they’ve had a chance to do some research on their own.
4What’s in it for me
A Millennial’s search usually starts for one of two reasons: their boss asked them to do it or they have a specific problem that
they are experiencing. Out of the three cohorts surveyed, Millennials were least likely to proactively seek solutions for their
team. This is in direct contrast to Baby Boomers, who look for solutions to team problems first.
5Authenticity matters.
Authenticity and trust are the keys to winning the influence of the Millennial buyer. Where Generation X and Baby Boomers
rely on the guidance of a salesperson, Millennials look to their peers, experts in the field, or other sources for insight.
Millennials also care more about company values vs. product features when finding a solution.
With a more self-serve approach to finding solutions, the Millennial buyer is impacting the entire buying journey and the
old marketing and sales tactics won’t work. Our approach needs to change dramatically to address the building tension
between these diverse stakeholders.
INTRODUCTION
snapapp/generationresearch@snap_app|。