With more Millennials and Gen Z becoming stakeholders in the B2B buying process, marketing to a younger generation can help you connect and build relationships with these B2B marketers. While your target audience may be engineers, the demographic shift to a younger group of tech-savvy individuals requires a different approach. Millennials and Gen Z are digital natives, with a high propensity for quality customer experiences and a low threshold for a slow buying process.

As previously detailed, marketing to engineers requires a fundamental understanding of not only industry-specific language but understanding the job to be done as well. While it is easy to assume B2B marketing lacks creativity, there can still be an audience connection through content aimed to reflect how your company’s products or services can help your target audience of engineers. Factual, straightforward content along with technical specifications can provide the necessary content that attracts and converts into leads.

B2B Digital Transformation

Even before COVID changed the B2B buying landscape, the shift to a transformative digital B2B process had already begun. Ecommerce websites with chat functionality and marketing automation have blurred the lines between B2C and B2B. The ease of customer experience and relevant content is not just targeted to the B2C experience.

With this transformation, comes the importance of streamlined experiences, content, and relevant information for the younger B2B audience. Gone are the days of snail mail product catalogs. As digital natives, Millennials and Gen Z want easily accessible information that can answer their questions quickly and efficiently.

Demographic Shift to Millennials & Gen Z

With a demographic shift towards younger buyers, Millennials and Gen Z are becoming key players within the B2B space. 73% of B2B buyers will fall into the Millennial Gen Z demographic, with an increasing role in purchasing decisions.

The B2B buying process doesn’t necessarily change with the demographic shift, however, it also means connecting with this generation is not going to be the same as connecting to Gen X or Boomers. 

What Matters for B2B Marketing to Younger Stakeholders

Understanding how your audience receives information can help you focus your efforts on better engagement and lead generation potential. With Millennials and Gen Z, factors of engagement include omnichannel marketing, relevant content, authenticity, and a streamlined buying process.

Omnichannel Digital Marketing

Vendor websites and SEO play a dynamic role for B2B marketing to Millennials and Gen Z. These individuals prefer conducting their own research, wanting targeted marketing materials with easy access to information. This includes different content types like video and social media content. A cohesive, omnichannel digital marketing experience should be user-centric, aimed for interactive engagement and appeal.

Additionally, younger B2B buyers are not beholden to strictly desktop browsing or buying. Mobile agility including vendor websites that are optimized for mobile experiences matter to the Millennial and Gen Z demographic.

Authenticity

Not looking for a hard sell, Millennials and Gen Z want a B2B buying experience that speaks to your authenticity as a vendor. Simple navigation with engaging content across different marketing channels can show this demographic exactly who you are as a business. By showing authenticity through your content, you can begin building a vendor relationship and connection with these prospective buyers.

Simplified, Streamlined Buying Experiences

You aren’t reinventing the B2B buying experience with Millennials and Gen Z. By focusing on a streamlined buying experience, you can connect and convert with this demographic in addition to streamlining your sales process. Quick RFQs, reorder capabilities, and product recommendations enhance the buying experience as well as helps your bottom line.

Transform Your Business for Younger B2B Buyers

Ecreative has worked with hundreds of industrial businesses. We design and develop engaging websites that deliver results. We create client-specific omnichannel marketing strategies that convert buyers into customers. Get the website traffic you want and the customers you need. Contact us or call us at 763-230-0650.