You know that something has to change with your marketing and selling practices — but what? Should you just stop sending emails? Is demand generation worth the spend?
The B2B landscape is undergoing a seismic shift, driven by generational changes within buying networks and internal teams. Millennial and Generation Z digital natives are reshaping how businesses approach marketing, sales, and revenue generation. These younger buyers and team members bring expectations rooted in their consumer behaviors, challenging traditional practices that once catered to Boomer and Generation X members. If your organization is grappling with stagnant or declining revenue, the root of the issue might be clearer than you’d expect: generational disconnects.
Navigating generational shifts in the B2B ecosystem requires thoughtful strategies, a willingness to adapt, and a shared commitment to evolve. By embracing the preferences of digital natives while leveraging the expertise and experience of Baby Boomers and Generation Xers, organizations can transform outdated processes into streamlined, buyer-centric experiences that drive revenue growth.
Don’t let generational gaps hold your organization back. My recently published Forrester report titled, OK, Boomers And Digital Natives: Let’s Talk B2B Buyer Behavior Changes, unveils critical insights into how these generational shifts are impacting B2B buying preferences, team dynamics, and revenue processes — and offers actionable solutions to address the growing divide.
Ready to rejuvenate your B2B practices? Forrester clients can read the report and start bridging the generational gap today!
