This document discusses differences between marketing to Millennials and Generation X in business-to-business contexts. Millennials are more focused on data and digital/visual content in their purchasing research, relying on peer and industry recommendations. Generation Xers are more influenced by personal experiences and impressions. Effective B2B marketing requires targeting both groups through relevant thought leadership, branded content, and digital/visual materials for Millennials as well as some traditional tactics like mail for Generation Xers. The path to purchase differs between the two generations.

1. What you need to know
about reaching Millennials
and Generation X

2. Understanding the differences between
Millennials and their predecessors,
Generation Xers, has been the key to
many a successful marketing campaign.
While the differences between these two
groups have been recognized in B2C
marketing, the effects they may have on
Business-to-Business (B2B) marketing are
less documented.
To fully understand how best to market
to these two audiences, it’s important
to examine the traits and defining
characteristics of each.
REACHINGMILLENNIALSANDGENERATIONX
Marketing to Millennials has been a popular
topic for the last few years, particularly in the
Business-to-Customer (B2C) space.
2

3. Generation X
Often referred to as the “lost” generation, Generation X refers to anyone born between
1965-1981 (coming of age defined as approximately between1988-1994), although many articles
will state slightly varying dates. This generation is often overlooked, with marketers preferring
to focus on Baby Boomers and Millennials. Generation X is known mainly for being ignored,
although there are 66 million of them compared to 75 million Baby Boomers.
The economic decline of the 1980s occurred just as Gen Xers were entering the workforce and
attempting to carve their career paths; competition for jobs was high. Disappointed and frustrated
with institutions from government to organized religion to marketing, these “latch key kids”
became an unappealing group for many marketers to target.
Millennials
Also referred to as “Generation Y” or “The Peter Pan Generation,” Millennials were born between
1982 and 2000. They grew up in the aftermath of the Great Recession and are known for their
technological savvy. They tend to be extremely adaptable and to value innovation. Being the
generation on the receiving end of excessive parental attention, instant gratification and a need for
recognition are a hallmark of this generation.
Marriage, children and home ownership within this generation are not happening until much later
in life. Research found that they earn some 20% less than Boomers did at the same stage of life,
despite being more educated.
While B2C marketers may be intensely aware of how these groups interact with marketing and
advertising, it’s important for B2B marketers to understand just how powerful their respective traits
can be in the B2B space.
1965
1981
1982
2000
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4. Takeaway for marketers:
• It’s easy to assume that the Gen Xers in the room hold all of the purchasing power, but smart B2B marketers will note that
they are more than likely in that room because a Millennial researched and positioned them as a viable vendor.
• Reach out to Millennials. Direct your marketing to them and don’t simply assume they are in non-buying positions.
Here are five important things to note:
A Pew Research study found that Millennials have surpassed
Gen Xers as the largest generation in the U.S. labor force,
therefore overlooking the buying power of Millennials is
a mistake. As digital natives (those raised in a digital and
media-saturated world), Millennials are often tasked with
researching and evaluating different vendor options for senior
management (Gen Xers) and making recommendations.
Google discovered that in 2014, 46% of potential buyers
researching B2B products were Millennials. This was up
from 27% in 2012 and this number only continues to
grow: Millennials are now the biggest generational group
researching B2B products for potential purchase.
B2B marketers often target their communications to the
managerial roles of Gen X, but with a purchasing power
of $2.45 trillion worldwide, Millennials are now making
purchasing decisions, forming brand loyalties and influencing
their peers. As Millennials are promoted and develop their
own career paths, they’re assuming more responsibilities as
B2B purchase decision-makers.
Millennials are making
buying decisions.
1
of potential buyers
researching B2B products
were Millennials in 2014
46%
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5. Takeaway for marketers:
• Websites need to be mobile and responsive. Make sure they clearly communicate product value propositions and include
strong and clear calls-to-action.
• 2017 has been hailed as the year of video. In fact, it has been predicted that video will account for 69% of all consumer
Internet traffic this year. So B2B marketing to Millennials needs to focus on helping them learn about products and
services in video format; this group wants to see your product in action.
Of course, your video marketing will still appeal to Generation Xers, but take note: Gen Xers still appreciate standard mail.
Fans of written cards within their personal and professional life, Gen Xers can still be reached effectively with direct mail. An
estimated 86% of this generation brings in the mail daily and 68% use coupons they receive in the mail. Gen Xers are used
to receiving paper bills and mailing birthday cards and are therefore a prime demographic for direct mail.
Here are five important things to note:
Digital is the most important sales and marketing channel
for B2B Millennial buyers, consuming information via
social networks, videos, blogs, etc. An astounding 50%
of Millennials use mobile devices to research products and
reviews, compared to just 21% of non-Millennials. Millennials
are seeking visual content that is readily accessible and
engaging to inform their purchase decisions. Gen Xers, on
the other hand, are not as conservative as boomers but
certainly not as liberal as Millennials, so traditional marketing
tactics continue to work well for them.
Millennials are the
true digital generation,
while Gen Xers still
appreciate mail.
2
Millennials are
seeking visual
content that is
readily accessible
and engaging
to inform their
purchase decisions.
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6. Takeaway for marketers:
• Develop a cadence of credible thought leadership and branded
content through content marketing. Branded content is important
and while it is more subtle than advertisements, its goal is to still
sell products and services. Thought leadership is indirect, creating
prestige for brands through association. It expresses a depth of
knowledge and expertise to potential customers. It essentially says
to the Millenial, “Not only do we have great products and services,
but also industry experts that agree and support our claims.”
• Thought leadership is extremely important to both groups. Create
thought leadership by writing content about timely events and
demonstrating your knowledge and expertise on that subject.
Position your brand as an industry expert by having members of
the C-suite speak at conferences, publish white papers or take
part in interviews on relevant industry subjects.
Here are five important things to note:
Millennials don’t trust marketers. A 2015 survey found
that just 1% of Millennials said that an ad would increase
their trust in a brand. They are attracted to authenticity
and seek out brands and content that they perceive as
authentic. Approximately 29% of this generation turns to
industry analysts when researching a product or service with
another 24% trusting case studies or customer testimonials.
Thought leadership is the anti-advertisement, and as Influence
co-founder and CEO, John Hall, explains, rather than tell
their audiences that they should be trusted, thought leaders
drive important conversations that engage audiences and
show them why.
Branded content, such as case studies and customer
testimonials, can still influence Gen Xers, but 31% of
this generational group cites industry analysts (thought
leadership) as influential when it comes to B2B
purchasing decisions.
The importance of
thought leadership.
3
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7. Takeaway for marketers:
• For Millennials, make sure there is sufficient and relevant content
available on your website so they can conduct their research. The
importance of relevant thought leadership comes into play here,
as well.
• The data Millennials acquire during this stage is important
because they have a great need to have their purchase decision
informed by data, not by first impressions or personal experience.
They tend to make decisions as a group, and digital is their
favored channel.
Here are five important things to note:
Before making a B2B decision, Millennials look to two
main sources: their organization’s data analysis and
recommendations from their peers. In the research
stage, they want to see facts, figures and industry expert
associations to validate their choices. Only when they’re
ready to buy do peer recommendations have the ability to
sway their decision.
In stark contrast to this, peer recommendations have
little influence over the purchasing decisions of Gen Xers.
Instead, they rely on their own personal experiences
and impressions. In fact, a Marketing Profs report found
that 42% of Gen Xers are influenced by their personal
experience and/or their first impression of a product or
service. Gen Xers turn to industry experts only when they
need additional insights.
Millennials are data
centric; Gen Xers focus
on personal experience
and first impressions.
4
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8. Here are five important things to note:
The path to purchase is different for everyone, and that holds
true when comparing Millennials and Gen Xers. Millennials
are looking for authentic conversations and are flexible in
regard to where those conversations occur, Whereas
Gen Xers are likely driving the conversations from start to
finish. Favored communication methods differ for both
groups depending on where they are at in the buying cycle.
Communicating to
Millenials and Gen Xers
on their path to purchase.
5
Takeaway for marketers:
• As a Millennial lead moves through the sales funnel, face-to-face conversations are less likely to happen. Continue to engage them over
the phone or via email and consider where else you can make it easier for them to connect with your team.
• Since Gen Xers rely heavily on research and reviews when finalizing their decision, ensure you are monitoring what is being said about
your brand or services.
• Provide both generations the information they need to feel confident in your brand or services. The more you can back up your
statements with proof, the more likely both generations will have confidence in what you have to offer.
Top of the sales cycle
A study by IBM found that Millennials will seek vendor
contact at their own convenience and at the top of the
sales cycle. This contact is important for this generation
because they are not only gauging whether or not the
product or service is right for them, but also if the vendor
team is a right fit. In contrast, Gen Xers prefer to look to
third-party sources at this stage. They are looking for the
assurance that their expectations of the product or tool will
be met before seeking more information.
Engaged
Although they differ on how they enter the sales funnel,
once in, Millennials and Gen Xers both prefer to continue
conversations via email or phone, not face-to-face. The
difference between them, though, is that Millennials are
also open to having conversations via social media, instant
messaging and live chats.
The buying decision
When it comes to making the final purchase decision,
Millennials and Gen Xers really diverge. Where Gen Xers are
confident in making their decision based on their personal
expertise and research, Millennials turn to peers and loved
ones to help reaffirm their choice.
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At the final purchase
decision, Millenials and
Gen Xers diverge

9. Learning more about your audience and
their influences is more important than
ever as you fine-tune your marketing
strategy to meet the needs of your
customers and drive the success of
your brand. Thought leadership plays a
large role in today’s B2B marketing, and
relevant, available and quality content is
no longer a luxury but a necessity.
Companies that understand the unique
behaviors and motivating factors behind
their audiences will create the best
experience for these customers, driving
sales and bottom-line revenue while
building a loyal customer base.
Position your business for
B2B success by aligning your
marketing strategy with the
changing face of your customers
and prospects.
SUMMARY
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10. ACKNOWLEDGEMENTS
SOURCES
http://socialmarketing.org/archives/generations-xy-z-and-the-others/
http://www.forbes.com/sites/nextavenue/2016/09/13/the-undetected-in-
fluence-of-generation-x/#171d4c1936ab
http://www.forbes.com/sites/timworstall/2017/01/14/millennials-earn-20-
less-than-boomers-not-as-important-as-you-might-think/#34add65b6be9
http://www.datamentors.com/blog/retail-millennials-%E2%80%93-how-
do-they-purchase-and-what-do-they-really-want
http://adage.com/article/btob/google-millennial-influence-rise-b2b-buy-
ing/297552/
http://www.inc.com/ryan-jenkins/8-keys-to-selling-to-the-millennial-b2b-
buyer.html
http://www.idgenterprise.com/resource/blog/marketing-to-millenni-
als-their-b2b-buying-influence-gordon-plutsky/
https://www.nngroup.com/articles/millennials-digital-natives/
https://www.theguardian.com/small-business-network/2014/jan/14/vid-
eo-content-marketing-media-online
http://www.mayecreate.com/2016/03/generational-market-
ing-tips-for-reaching-generation-x/
http://www.wordstream.com/blog/ws/2016/09/28/generational-market-
ing-tactics
http://www.forbes.com/sites/johnhall/2016/08/21/why-becoming-a-
thought-leader-will-make-you-a-millennial-whisperer/2/#6aefff0f6ff3
https://www.marketingsherpa.com/article/chart/b2b-tech-buyer-influenc-
ers-by-generation
http://www.forbes.com/sites/daviatemin/2013/11/21/dont-confuse-
thought-leadership-with-branded-content-or-native-advertising-2-of-10-
more-donts-of-corporate-social-media/2/#10c0b0aa1b55
http://www.marketingprofs.com/charts/2015/27408/b2b-buyeing-millen-
nials-vs-gen-x-baby-boomers
http://www-935.ibm.com/services/us/gbs/thoughtleadership/millennialb2b/
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