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DATA MARKETING RESEARCH
Seven ways to align your strategies with themillennial mindset
As millennials mature into senior executives, B2B marketing must keep pace. Tomorrow’s
decision-makers are eager to be engaged online and with unprecedented speed and
authenticity. Sunshine Farzan provides her dos and don’ts to connect with them.
Meet your new client: millennials in the boardroomMillennials are famously characterised as individualistic but collectively influential. Together they
are reshaping the marketing landscape around their digital lifestyles—driving new approaches
that emphasise technology, transparency and trust. No B2B marketer can ignore the growing
clout of those born between 1980 and 1996.
With each year, millennials are gaining ever more leverage in the workplace. A 2018 global
survey conducted by Heinz Marketing and SnapApp showed that in the B2B segment, 13% of
millennials make purchasing decisions while 27% influence them. Furthermore, Merit reports that
73% of millennial workers are involved in the technology-purchasing process for their
companies.
These trends are too important for B2B marketers to ignore, especially in APAC where 58% of
the world’s 20-38 year olds live, according to the Global Business Policy Council. In only a few more
years, millennial managers will become senior decision-makers. But reaching and retaining this
demographic won’t easy: for example, only 2% of Hong Kong consumers are “devoted” to their
favourite brands, according to research from Collinson.
If B2B marketers want to connect with this new generation of decision-makers, they’ll need to
align their strategies with the millennial mindset and media consumption patterns. Here are
seven ways to do so.
1. Invest in SEO
It should come as no surprise that the internet plays a critical role in purchasing decisions. In
fact, Google reports that 89% of those performing research for B2B products use the internet.
And millennials—who have been going online since they were young children—are masters of
carefully scouring every corner of the internet to gather any relevant piece of information they
need before making a decision. In fact, one study of Asian consumers found that their shopping
choices were largely influenced by retailers’ brand content and social media advertising.
So, make sure that when millennials search your brand, they find favourable results, quickly.
Develop curated, branded and unique content that is hyper-relevant to your potential millennial
customer’s search intent. This isn’t a cost, it’s an investment that will ensure your brand’s digital
footprint is accessible, engaging and trustworthy.
2. Master the art of social media engagement
Building a compelling website is as crucial as integrating social media since millennials expect to
be able to conveniently communicate with you and gauge your brand’s personality.
When it comes to developing content, B2B brands can better appeal to millennials by aiming for
the right balance of fun and informational content. For example, B2B brand Hootsuite uses
Instagram and Snapchat to humanise itself and showcase its vibrant company culture while also
providing critical information for customers that can help them advance in their jobs. It receives
hundreds of engagements (likes, shares, comments, etc.) with each of its posts; strong results
for a B2B company.
But more important than generating likes is converting this engagement to leads and sales: one
survey of B2B marketers found that over half generate leads with social media marketing. Even
leads that don’t immediately equal conversion represent potential customers who might not
have otherwise known about your brand and who may make a purchase at a later date. With
favourable outcomes occurring in either case, there’s no reason not to engage over social
media.
3. Prioritise mobile integration
Google’s Consumer Barometer reports that 96% of people in Hong Kong are connected to the
Internet via a mobile device. Meanwhile, a Zinwave Workplace Connectivity Survey found that
millennials prefer to use their cell phone to increase both personal and professional
productivity.
As digital natives, millennials demand ever more mobile services in their everyday lives,
especially when it comes to work. Whether managing teams over Slack on the morning
commute or co-editing files on the way home, millennials are always on-the-go and juggling
multiple devices, so plan your campaigns and communications accordingly.
Failure to do so can actually result in business loss. In fact, almost 60% of B2B buyers are likely
to switch brands if their current vendor does not provide a user-friendly mobile experience,
according to data from Salesforce.com.
4. Leverage data & metrics
With just a few swipes and clicks, millennials have a vast amount of information literally at their
fingertips, not only about your product and brand but also about your competitors. This data-
driven generation expects companies to come to the table with data and metrics that document
credibility rather than legacy.
Spiceworks data found that when evaluating tech vendors, only 23% of millennials said it’s
important or critical for companies to be established for at least 10 years, compared to 31% of
Gen X and 32% of baby boomers. When it comes to millennial buyers, entrepreneurial startups
and small companies have a high chance of success if they can effectively communicate the
merits of their product, even if only through positive online ratings and reviews. Showcasing
credible facts and data will get your brand through the door and in the millennial buyer’s
consideration set.
5. Take time to tell stories
Authenticity means everything to millennials, so don’t expect them to respond to B2B marketing
jargon. Instead, take time to understand their values and aspirations—and create engaging
stories about your brand that reflect these.
Millennials want to hear your origin story, the reason why your firm’s brand exists and the
positive difference it makes in their community and broader society, in addition to the value it
brings to their personal or professional lives. In fact, Salesforce.com found that almost 50% of
millennials would be more willing to make a purchase from a company that supports a worthy
cause while 37% are willing to buy a more expensive service if it supports a cause they believe in.
6. Personalise your customer service experience
Make sure to also support your brand narrative with superior customer service because younger
customers have higher expectations for the companies they engage with, according to Adobe’s
2019 “CXM Index” report.
In particular, demand is rising for more personalisation in customer experience. A recent
Salesforce.com report found that by 2020, 75% of business buyers expect that companies will be
able to anticipate their needs and make relevant suggestions before they initiate contact.
Meanwhile, 73% expect that the products they purchase will self-diagnose issues and
automatically order replacement parts or service.
But don’t expect millennials to patiently wait for personalised service: 22% expect a response
within 10 minutes of making a customer service request on social media, according to Desk.com.
Brands that don’t immediately meet their expectations lose out: 22% of millennials would also
stop using a brand after only one poor customer service interaction.
7. Adapt early, iterate often
As millennials come into the prime of their careers, there’s no time to lose in developing B2B
marketing strategies and campaigns around them. Already, they’ve demonstrated a clear
preference for brands that speak their language and reflect their values. So, don’t wait until
they’re settled into the boardroom to start engaging them.
Building trusted relationships with them now will engender a strong affinity for your brand far
into the future. And above all, accept that while there’s no guaranteed way to win over
millennials, no brand can afford to ignore their growing purchasing power and influence in the
B2B sales cycle.
Sunshine Farzan is the Group Head of Marketing & Communications at Tricor Group
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24/07/2019 Wed 13:24 in Global by Contributor
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