The document discusses the Millennial generation (born between 1982-2001) as the new majority in today's professional workforce. Millennials grew up with technology and see it as an integral part of their lives, not distinguishing between personal and work uses of technology. They expect ubiquitous connectivity and conduct research online through search, social media, and other technologies before contacting potential vendors. As B2B buyers and knowledge workers, Millennials are doing more of the research and recommendation work, using smartphones and tablets to identify solutions rather than calling vendors. Companies need to meet Millennials where they are through social media and online content rather than traditional marketing if they want to engage this new generation.

1. Millennials in the workforce – They’re Heeeeeerrrre!
The Millennial Generation –aka“Gen Y” – are people whowere bornbetween1982 – 2001. There are 79 million
Millennialsinthe UnitedStates. The oldestof thisgenerationare thirty-three yearsoldthisyearandtheyare now the
majorityof today’sprofessional workforce (35%). If youaren’treadyforthe changesMillennialswill bring toyour
business,you’dbettergetgoing.
Millennialsare the first“native”technologyusergeneration. Unlike BabyBoomers(born1946 – 1964) andGen Xers
(born1965 – 1981), Millennialshave neverknownaworldwithoutthe internet. The toysinthe cribsof GenY had
higherperformance microprocessorsoperatingthemthanwasusedbyNASA tooperate the Lunar Rover(the unmanned
vehicle usedtoexplore the surface of the moon). Millennialsdon’tjust“get”technology;technologyisintheirDNA.
As withall generations,technologyhasshapedthe wayinwhichMillennialsthink,communicate,studyandbehave. As
the first“technical natives,”Millennial inthe workforce use technologyasthe core meansof communication,andthey
don’tdistinguishbetween“personal”use of technologyand“work”use of technology. ForGenY’s, it’sall personal –it
justmay happentoinvolve discoveringsomethingtheyneedtoknow relatedtotheir“dayjob.” Whetheritis texting
theirpeers,searchingthe web,orcheckingwiththeirsocial network,Millennial“workers”expectimmediate and
ubiquitousconnection.
If you are a B2B marketer,youknowthatyour businessbuyersare now mostlyMillennials. Asthe youngestpopulation
intoday’sworkforce,mostof the researchassignmentsare beingdone byMillennials. The decisionmakersmaystillbe
Baby Boomersor GenXers,butthe investigationandbusinesscasesare beingdone byGenY. Andhow do these
knowledge workersfindoutaboutyourbusiness?That’sright – viatechnology:websearch,YouTube,social media,their
Millennialfriends. And,theyare doingthisresearchwaybefore youeverknow theyare doingit.
Unlessyouhave beenundera rock forthe past five years,youknow thatB2B buyersare waitinglongerandlonger
before theycontactpotential vendors. Have youstoppedtothinkaboutwhythisis? Because theycan. Prospective
buyersnolongerneedtocontact you tofindout whatyou offerandwhyyouthinkyour productsand servicesare
unique. Now,considerthiscleartrendagainstthe contextof the changingworkforce. Millennialsare doingthe
researchand puttingtogetherthe recommendations.Theyuse smartphonesandtabletstoidentifythe bestsolutions,
not telephone callswiththe prospectivevendors. Theyuse theirsocial networktogetrecommendationsandreferrals.
Whenthey are readyto contact you, they will findyou. Andwhentheydo,these GenYerswill know more abouttheir
optionsthanyouwill.
So,if youaren’tby now,getreadyfor the Millennials. Here are some tipstokeepinmind:
 Millennialsdon’tthinkof personalandworkas twodistinct activities. Theyblendthem. That’sa bigreasonwhy
YouTube has become the secondlargestsearchplatformforbusinesses.

2.  Millennialsexpecttolearnaboutyourproductsand serviceswithouthavingtocontact you. What previous
generationsthoughtof as“advanced”research,Millennialsconsiderbasic.Hint:If theyhave tocontact you to
learnaboutyour offerings,you’ve alreadylostthem.
 Want to geton the Millennial radarscreen? Gowhere theyare:social media.
 To reach them,entertainthemandmake iteasyforthese tech-savvybuyers. Long,verbose whitepapersand
case studiesgatedbehindwebregistrationforms? Are youkidding?! TryvideosonYouTube thatlinktoyour
website.
 Since Millennialsdon’tfeel the needtocontactyour salesreps,investintechnologythatwill enable youand
your repsto identifythem. Itisn’tthatMillennialsdon’twanttotalkto you – infact, Millennialsconstantly
communicate! But,youneedtobecome part of theirconversationandstoptryingto make thempart of yours.