Generational shifts are disrupting traditional business buying behaviours and necessitate re-evaluating go-to-market strategies, according to Forrester’s latest “Younger buyers have changed the business buying landscape” report, which adds that Millennials and Gen Z now constitute 64% of business buyers – with Millennials making up more than half of all business buyers.
The results reveal broad patterns among business buyers on a global scale across industries such as finance, high tech, manufacturing, and retail. In addition to studying generational differences in buying, the research examines how different B2B buyer personas such as tech, sales and marketing, HR, and procurement leaders interact throughout the buying cycle, their most relevant interaction types, and their preferred route to purchase.
• This group is quicker to express dissatisfaction with the buying experience. Younger buyers are more demanding, with 90% citing dissatisfaction with their vendor in at least one area compared to 71% of older buyers.