Diverse Buying Committees Require Personalized Approaches

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:  

For Millennials:

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!

 

Are Connected Cars a Timely Novelty or Really the Future of Auto?

It seems that every week we are discussing new technology in the automotive industry – ranging from better GPS systems and windshield displays to driverless cars. But it’s yet to be seen if all this effort put into improving the convenience of virtually everything while driving is a timely novelty or actually the way transportation will be in the future.

Statista recently released statistics on connected cars, or cars embedded with Internet access. In 2013, there were already approximately 23 million connected vehicles around the world, with technology to help drivers with engine controls, automatic crash notifications and safety alerts, remote engine start and door locking, etc. It is estimated that by 2020, there will be 152 million connected vehicles.

Infographic: Connected Cars By The Numbers | Statista

Read more about connected vehicles on Statista.

Why It’s Hot | Of the uses for connected vehicles, Statista shows driver assistance and safety to be among the top currently and in the future. While this is better than having entertainment be the main focus (aka distraction), it does show that as a society we are moving further in the direction of physically doing less. Though Google’s driverless cars seemed like something out of Wall-E, they might not be as far into the future as we expect.