As one generation passes the torch to another, B2B marketers have seen that as baby boomers retire and millennials move into and up the ranks of B2B enterprises, they are fundamentally changing the way we do business.
As the millennials are the first generation of digital natives, they are vastly different than their predecessors in that they are the first generation to conduct online research in lieu of talking to someone in the sales department, and expect content to be relevant, easy to find, and mobile-friendly when making a purchasing decision.
With this sea change in B2B decision making, the Read full story ›
Source: The Drum
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