According to a recent study conducted by Google and Millward Brown, millennial buying influence is on the rise for B2B companies and B2B marketing agencies (1). The study concluded that 46 percent of potential buyers for B2B products, including ecommerce products, are millennials. This is up from 27 percent in 2012. As of 2016, this age group became the biggest generational group researching B2B products for potential purchase. This could be due to a recent rise in millennial hires as the job market has shown improvement since 2008.
B2B businesses should provide marketing services that will appeal to millennials. Online advertising tactics should include effective Web design, video marketing and social media. According to a recent report by IBM, 69 percent of millennial B2B shoppers will respond positively on social media if they are satisfied with a product (2). Additionally, B2B companies should continue to push mobile marketing efforts, inbound marketing and video content to appeal to these consumers.