Gen Y Rising: Preparing for the New BtoB Buyer<br />Dick Strassburger <br />VP, Integrated Media Strategies<br />June 2010...
meet Gen Y<br />75  million<br /><ul><li>born 1980 - 2000
children of baby boomers
younger siblings of gen Xers
call me “millennial”</li></ul>Source: US Census Bureau<br />2<br />
meet Gen Y<br />higher expectations<br />feels special, optimistic<br />adult-busy childhoods<br />connected 24/7, interde...
what are they like in the workforce?<br />game changing<br /><ul><li>feels indispensible
loves a challenge
works best with friends
good with finances
sets work/life balance
goal oriented
recognition hungry</li></ul>4<br />
Millennialsare the first digital generation<br />Impact on today’s interactive media landscape<br />Google<br />social net...
media consumption<br />Immediacy. Personal.<br /><ul><li> cell phone
 text
 social networking
 internet
photo sharing
 instant messaging
 radio/TV/print (online)</li></ul>“Talk to me on my terms.”<br />
media consumption<br />Digital reach<br />“Get in my <br />world.”<br />
Media: its not the channel, it’s the delivery<br />Mobile is not TEXT.<br />Mobile is how you receive…<br />… email, text,...
digital preference<br />Mobile Vs PC<br />
Mobile: how business gets conducted<br />What’s in your hand?<br />M-commerce<br />Opinion-seeking<br />Product searches<b...
mobile web site
Yelp for B2B products and services
customer chat service</li></li></ul><li>Lead Generation to Gen Y: Mobile<br />It’s not advertising. <br />It’s engagement....
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Gen Y: The New B2B Buyer

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The B2B buyer is changing. Get the inside details on Gen Y as a decision-maker.

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  • 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.
  • Gen Y: The New B2B Buyer

    1. 1. Gen Y Rising: Preparing for the New BtoB Buyer<br />Dick Strassburger <br />VP, Integrated Media Strategies<br />June 2010<br />
    2. 2. meet Gen Y<br />75 million<br /><ul><li>born 1980 - 2000
    3. 3. children of baby boomers
    4. 4. younger siblings of gen Xers
    5. 5. call me “millennial”</li></ul>Source: US Census Bureau<br />2<br />
    6. 6. meet Gen Y<br />higher expectations<br />feels special, optimistic<br />adult-busy childhoods<br />connected 24/7, interdependent<br />techno-savvy <br />serves the community<br />3<br />
    7. 7. what are they like in the workforce?<br />game changing<br /><ul><li>feels indispensible
    8. 8. loves a challenge
    9. 9. works best with friends
    10. 10. good with finances
    11. 11. sets work/life balance
    12. 12. goal oriented
    13. 13. recognition hungry</li></ul>4<br />
    14. 14. Millennialsare the first digital generation<br />Impact on today’s interactive media landscape<br />Google<br />social networking<br />widgets<br />gaming<br />technology<br />“I don’t use Twitter.”<br />
    15. 15. media consumption<br />Immediacy. Personal.<br /><ul><li> cell phone
    16. 16. text
    17. 17. social networking
    18. 18. internet
    19. 19. photo sharing
    20. 20. instant messaging
    21. 21. radio/TV/print (online)</li></ul>“Talk to me on my terms.”<br />
    22. 22. media consumption<br />Digital reach<br />“Get in my <br />world.”<br />
    23. 23. Media: its not the channel, it’s the delivery<br />Mobile is not TEXT.<br />Mobile is how you receive…<br />… email, text, internet, social media, apps. what’s next? <br />“I get it when I want it.”<br />
    24. 24. digital preference<br />Mobile Vs PC<br />
    25. 25. Mobile: how business gets conducted<br />What’s in your hand?<br />M-commerce<br />Opinion-seeking<br />Product searches<br />Local Search<br />How does B2B apply?<br /><ul><li>location-based search
    26. 26. mobile web site
    27. 27. Yelp for B2B products and services
    28. 28. customer chat service</li></li></ul><li>Lead Generation to Gen Y: Mobile<br />It’s not advertising. <br />It’s engagement.<br /><ul><li>Trade show engagement
    29. 29. Schedule of events
    30. 30. Product demos
    31. 31. Q & A
    32. 32. Sweepstakes/giveaways
    33. 33. Anywhere access to white papers, marketing materials, videos</li></ul>“I am virtually reached.”<br />
    34. 34. be prepared<br />build your strategy today<br />separate the brand from the managers behind it<br />be authentic and consistent<br />embrace a cause<br />harness customer-facing technology<br /> give them a seat at your strategy table<br />
    35. 35. gen Y B2B purchasing behaviors<br />
    36. 36. integrated influences<br /><ul><li>Traditional Tools </li></ul>Word of Mouth<br />TV<br />Print<br />Radio<br />Mail<br />Trade Shows<br />Business Directory (paper)<br /><ul><li>Web2.0/Social Media</li></ul>Web Searches <br />Browse Websites<br />Blogs: Read -- Comment<br />Business Directory (online)<br />Email -- Facebook<br />LinkedIn -- MySpace<br />RSS Feeds -- Twitter<br />Wikipedia -- YouTube<br />14<br />
    37. 37. media usage: a mixture<br />Traditional Tools 4 of 14<br />
    38. 38.
    39. 39. gen Y B2B purchase processes<br />Mixes Offline & Online Media toward Buy Decision<br />Search & Gather<br />Assemble & Narrow<br />Validate & Select<br />It’s Common Sense, Logical, Tried & True<br /> But: Improvised, Comprehensive - Complex, Interactive<br />17<br />
    40. 40. a,b,c’s of B2B purchase process<br />“…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.”<br />A<br />18<br />
    41. 41. a,b,c’s of B2B purchase process<br /> “…contact each company to narrow... consideration set,learn about their services, and possibly schedule anin-person meeting”<br />B<br />19<br />
    42. 42. a,b,c’s of B2B purchase process<br />“contact businesses who use theproduct or service” and “see whatmy friends have to say about it”<br />C<br />20<br />
    43. 43. wide spectrum: high tech, high touch<br />“I would look online for any info I need. I wouldn't look anywhere else, the Internet's the best place.”<br />“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.”<br />21<br />
    44. 44. social media play emerging roles<br />“…Finally I would goto sites such asTwitter, Facebook,MySpace.”<br />“I would use asearch engine,Google perhaps,MySpace, TV, browse web sites for different content, YouTube, Facebook, via phone or in person.”<br />“…first,…Google, then look it up on Wikipedia. After that…Facebook and MySpace”<br />“First…Twitter becausethat is a site whereyou talk about ideas.” and “…YouTube, Twitter, and Wikipedia …my first destinations.”<br />22<br />
    45. 45. when does traditional happen?<br /><ul><li>Beginning: “…start research by speaking to others w/whom I work, then follow these leads on Web… If…unableto find information on Web…try to find hard-copy information.”
    46. 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. 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.”</li></ul>23<br />
    48. 48. creative, complicated, indirect<br />“I don't know if there would be a specific order, <br />rather… reach out for all available informationand then researchand decide accordingly.”<br />24<br />
    49. 49. search exercise ≠ regular media use<br />
    50. 50. use of mobile devices in info search<br />
    51. 51. perspective and implications<br />searching and browsing sites are where it starts, so…<br />this is a good time to get right with Google<br />A,B,Cs of B2B Buy Process: Multiply Your Presence, Customize<br />A. Search & Gather B. Assemble & Narrow C. Validate & Select<br />Processes Gen Y Will Devise are Complex, Varied, Interactive<br />Buyers will Individualize & Adapt to Tasks at Hand<br />So, Be Multi-Media Active, Watch Social Media andMobile<br />27<br />
    52. 52. what you need to do right now<br />evaluate your communications plan<br />how are you engaging the Millenials?<br />take action<br />segment your marketing approach<br />primary research – it’s all new for everybody<br />don’t wait for your competitors to write the case study<br />4. go mobile<br /> is your web site “mobile?”<br />
    53. 53. Thank you!<br />Dick Strassburger<br />VP, Media & Interactive Strategy<br />Blog: blog.cbdmarketing.com<br />Twitter: twitter.com/strass<br />LinkedIn: linkedin.com/in/dickstrassburger<br />
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