Millennials are 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 different preferences.
According to a SnapApp and Heinz Marketing survey in late June 2017, to understand and identify the generational differences, and impact of those differences, on the B2B sales process and buyer’s journey, the report looks at the differences 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.
The key findings included:
A noninvasive approach is key to gaining any traction within this cohort, which avoids sales at all costs:
Emphasize the relevance to the Millennial buyer and their issues specifically.
A company must win the trust of those that the Millennial buyer trusts.
Best pieces of content include: blog posts, infographics, videos, ungated eBooks. No whitepapers.
For Generation X,
Marketing and sales should reach out early in the buying process:
Highlight product details and benefits for the whole team vs. individuals.
Use data, analytics, and other measurable statistics in your conversations.
Best pieces of content include: webinars, charts/graphs, brochures.
For Baby Boomers
Early engagement goes a long way with this generation:
Lead with how your product benefits the members of their teams, rather than individuals.
Use data and analytics to clearly show the value of the product.
Best pieces of content include: webinars, charts/graphs, interactive eBooks.
Why It’s Hot: B2B marketers still take a fairly standard and universal approach to marketing and media, which aligns well w/the behaviors and interests of Gen X and Baby Boomer buyers; i.e., white papers, lead gen and immediate sales outreach, as well as focus on benefits for the team as a whole. This approach is a huge turnoff to Millennials, who not only are joining buying committees, but are often initiating and spearheading them!
WeWork has unofficially announced a new initiative currently in the research phase informally called “space as a service” that will expand their office management software and services offering to corporations too large to typically work out of a WeWork location. Chief product officer David Fano says of the offering, “(we) see it as a way to give customers the cost savings that WeWork enjoys, because of its vendor relationships.”
WHY ITS HOT
As WeWork continues to grow it’s real estate footprint at an exponential rate, it’s telling to see them expand their design philosophies into service offerings. For clients like Staples, a lean start up offering facilities consulting (i.e. How to seat more employees in less office space) as well as office management and vendor services looks to be a new competitor in the making.
The New York Festivals has taken trophy design to the next level.
The design reflects the iconic manhattan skyline. However, these
trophies are like no others as they have a built in projector that plays
the winning case study when you pick it up.
Design is excellent as it shows how the pieces all fit together to convey one message–city-based theme and awards, and then, implanting technology to enable much higher interaction and appreciation of the content. The only missing link–internet-enabled downloads that can change the content after the event for further information. Love how an old category–trophies–was reinvented.
Faulty dial-in codes and difficulty sharing documents are just some of the reasons why it is easy to hate conference calls, but Google wants to make the pain go away. Their new solution is Chromebox for Meetings, an all-in-one package which uses Google+ Hangouts for video chat, and makes it painless for any Gmail user to join your meeting with the single press of a button.
The setup consists of a Chromebox, a Logitech HD webcam, speakerphone, and a remote control with a full keyboard on the back. Everything together costs $999, which also requires an annual management and support fee of$250 per device.
Once everything is set up, it can be synced with Google Calendar so that people know when a meeting room is in use. During a meeting, the system will highlight users who are currently speaking, and notify people who try to get involved while still on mute.
No more 10 digital dial-in codes? Bridge not working? Webex not available on tablet? It may seem a little mundane, but it’s about time we stop embarrassing ourselves or losing productivity because we can’t connect. Google is known for great user experience and this is a great display of it in the business world. It remains to be seen if companies will invest, but a smooth-running, no-mistakes, high-tech pitch can only be a positive thing!
In what Burt’s Bees describes as a marketing first, they are using people’s calendars to promote a new line of anti-aging facial products that promise to reduce the appearance of dark spots and brighten complexions, Burt’s Bees is asking consumers to click on a link that will automatically add a series of eight weekly calendar items.
As with typical appointments, all fields are filled in and, if users have configured calendars to send them reminder alerts, they will get them from the branded appointments, too. (The brand will not be able to post future messages in calendars automatically, or to learn anything about the content in them.)– NYTimes: Burt’s Bees gets into your life
Why It’s Hot
It a digital world that’s totally cluttered with messaging, this marketer identified a new channel to exploit, and one that consumes a large amount of consumer’s time. What’s more, they don’t choose to openly sell until the 4th (and last) week, thereby using content and goodwill as a thank you for invading your space (and not getting kicked out). Furthermore, any marketer that has products that require long sell-ins, or reminders, or low-loyalty can benefit for this avenue. Kudos to them for finding a new, and pure avenue to reach consumers.
Google is launching a new program to find practical ways to use its Google Glass wearable gadgets in the workplace, the company announced on April 8th.
More specifically, the “Glass for Work” program wants to cooperate with outside companies on ways that Google Glass might enhance an employee’s workflow, such as adding it to IT support workers while on calls or giving it to surgeons while operating. The main point of the program is to help make Glass an indispensable gadget in the office in the same way desktops and smartphones are.
Google Glass has been a consumer-facing product up until now.This B2B targeting shows the vast usage Glass has the potential to have. There is a new market and strategy to consider for us marketers that can incorporate the use of Glass. An important note is the implications Glass has now opened it’s doors to such at doctors and sporting events where consumers are benefitting from the new technology in a variety of ways.
LinkedIn is introducing some new tools for businesses hoping to attract a following with their LinkedIn content.
First up, there’s a content marketing score, which measures the total effectiveness of a businesses’ LinkedIn content. It’s calculated by taking the total number of unique LinkedIn members who engaged with a company’s Sponsored Updates, Company Pages, LinkedIn Groups, employee updates, and Influencer posts, then divides that by the total audience of active LinkedIn users that you’d like to reach. In other words, it tells you what fraction of your target audience you’re actually reaching.
One aspect of content marketing is knowing what to talk about, so to help with that, LinkedIn says it will be providing a list of topics that are popular with your target audience. It’s not exactly a new idea to identify trending topics on a social network, but in LinkedIn’s case, it sounds like this is more of a tool for marketers than a consumer feature.
Why It’s Hot:
It is amazing that social media networks continue to innovate add new things to themselves. LinkedIn is a powerful network with a strong and influential reach to its audience. Though it is primarily used for recruiting and hiring purposes, this addition makes it to ultimate B2B marketing playground.