Millennial Buyers’ Purchasing Behavior Reshaping B2B Marketing

There’s a changing of the generational guard in the workforce that will have a significant impact on B2B buyer preferences. Millennials are expected to make up 44% of the workforce by 2025, and already 73% of 20- to 35-year-olds help direct purchasing decisions at their companies.

As this demographic continues to grow in influence, the B2B market will need to adapt to different purchasing expectations and buying patterns that emphasize digital first: 85% of millennials use social media, vendor websites and search engines for primary research, and 43% want to purchase directly from manufacturers.

Read more on the factors changing the B2B market and digital commerce in this infographic from Adobe.

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