Millennials now make up 49% of B2B decision-makers, an increase of 17% year-on-year, and the number of Gen Zs influencing buying decisions is also on the rise. The rate at which the B2B landscape is evolving threatens to leave many brands behind. Today’s decision-makers will very quickly become tomorrow’s C-Suite.
So how do B2B marketers begin to understand the needs and expectations of these generational cohorts, and what constitutes a world-class B2B experience for the C-Suite of tomorrow?
In this keynote recording from B2B Ignite, B2B International’s Kim Arend and Merkle B2B’s Kayvon Mesbah break down the need-to-know insights from our 2023 B2B Superpowers Index research to uncover:
- The specific decision drivers that are essential to winning over these influential cohorts
- Key opportunities to close the performance gap
- The impressive commercial outcomes of performing well against these decision drivers
- Examples of brands already successfully delivering against millennial expectations
Watch the recording to learn how you need to think differently to evolve your customer experience and win over the C-Suite of tomorrow.