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Gen Y: The New B2B Buyer
- 1. Gen Y Rising: Preparing for the New BtoB Buyer Dick Strassburger VP, Integrated Media Strategies June 2010
- 3. children of baby boomers
- 4. younger siblings of gen Xers
- 5. call me “millennial”Source: US Census Bureau 2
- 6. meet Gen Y higher expectations feels special, optimistic adult-busy childhoods connected 24/7, interdependent techno-savvy serves the community 3
- 9. works best with friends
- 12. goal oriented
- 14. Millennialsare the first digital generation Impact on today’s interactive media landscape Google social networking widgets gaming technology “I don’t use Twitter.”
- 16. text
- 18. internet
- 19. photo sharing
- 21. radio/TV/print (online)“Talk to me on my terms.”
- 22. media consumption Digital reach “Get in my world.”
- 23. Media: its not the channel, it’s the delivery Mobile is not TEXT. Mobile is how you receive… … email, text, internet, social media, apps. what’s next? “I get it when I want it.”
- 24. digital preference Mobile Vs PC
- 26. mobile web site
- 27. Yelp for B2B products and services
- 30. Product demos
- 31. Q & A
- 33. Anywhere access to white papers, marketing materials, videos“I am virtually reached.”
- 34. be prepared build your strategy today separate the brand from the managers behind it be authentic and consistent embrace a cause harness customer-facing technology give them a seat at your strategy table
- 35. gen Y B2B purchasing behaviors
- 37. media usage: a mixture Traditional Tools 4 of 14
- 39. gen Y B2B purchase processes Mixes Offline & Online Media toward Buy Decision Search & Gather Assemble & Narrow Validate & Select It’s Common Sense, Logical, Tried & True But: Improvised, Comprehensive - Complex, Interactive 17
- 40. a,b,c’s of B2B purchase process “…surf the web and try to learn more about the product or service, both through…official website and…online reviews and comments…if possible… research… in print media, such as journals and Consumer Reports.” A 18
- 41. a,b,c’s of B2B purchase process “…contact each company to narrow... consideration set,learn about their services, and possibly schedule anin-person meeting” B 19
- 42. a,b,c’s of B2B purchase process “contact businesses who use theproduct or service” and “see whatmy friends have to say about it” C 20
- 43. wide spectrum: high tech, high touch “I would look online for any info I need. I wouldn't look anywhere else, the Internet's the best place.” “1. Look…listen for new products (TV, magazines, radio, other stores) that would be relevant…2. Talk with customers and listen to their suggestions …requests3. Submit…report of…opportunities within the business4. Corporate makes final decision.” 21
- 44. social media play emerging roles “…Finally I would goto sites such asTwitter, Facebook,MySpace.” “I would use asearch engine,Google perhaps,MySpace, TV, browse web sites for different content, YouTube, Facebook, via phone or in person.” “…first,…Google, then look it up on Wikipedia. After that…Facebook and MySpace” “First…Twitter becausethat is a site whereyou talk about ideas.” and “…YouTube, Twitter, and Wikipedia …my first destinations.” 22
- 46. Middle: “… Next,…talk to coworkers and peers in the field to get their experiences and opinions. Lastly,…research product/service in print media”
- 47. End: “…first…the Internet…abundance of information. Then…other venues…magazines and such,…find out more about company/product/service… alsotalk to other people.”23
- 48. creative, complicated, indirect “I don't know if there would be a specific order, rather… reach out for all available informationand then researchand decide accordingly.” 24
- 49. search exercise ≠ regular media use
- 50. use of mobile devices in info search
- 51. perspective and implications searching and browsing sites are where it starts, so… this is a good time to get right with Google A,B,Cs of B2B Buy Process: Multiply Your Presence, Customize A. Search & Gather B. Assemble & Narrow C. Validate & Select Processes Gen Y Will Devise are Complex, Varied, Interactive Buyers will Individualize & Adapt to Tasks at Hand So, Be Multi-Media Active, Watch Social Media andMobile 27
- 52. what you need to do right now evaluate your communications plan how are you engaging the Millenials? take action segment your marketing approach primary research – it’s all new for everybody don’t wait for your competitors to write the case study 4. go mobile is your web site “mobile?”
- 53. Thank you! Dick Strassburger VP, Media & Interactive Strategy Blog: blog.cbdmarketing.com Twitter: twitter.com/strass LinkedIn: linkedin.com/in/dickstrassburger
Notes de l'éditeur
- Very quickly let’s start thinking about how we might go about building a plan to relate to these new B2B buyers. Because let’s admit it before today, we never really thought much about them. It may sound cheesy but you just have to be who your brand is. If you’re a serious brand, it’s okay to be serious. If you are a utility, embrace you utility. Everyone can’t be the humorous brand, but you will be rewarded for providing good information and straight talk.This is a generation that takes the burden of living a socially and environmentally responsible life to heart. You can enable and facilitate that by embracing these causes, and winning their appreciative hearts.And since they’ve always had a pulpit, and feel they should be directly talking to companies, invite them hear and listen to what they have to say. Starting now. Just don’t forget to use technology to do it.