4 Ways Gen Y Is Changing the B-to-B Sales Process
Colman Brohan Davis' research also indicated that boomer and Gen X managers see their Gen Y colleagues as trendsetters from whom they learn new tricks. The psychographics of Gen Y are greatly different, Brohan points out, noting that this group is always on the hunt for ways to work more efficiently so they can work less. "They're an audience that appreciates a work-life balance more than any of us have before them; it's almost as if their family comes first, their causes come second and then their career comes third. So any way they can drive efficiencies, not be in so many meetings, get things done faster with the same amount of quality—they're going to lead the way [on this front].
3. "Twitter's only for boomers" is a misconception.
Another finding from the Colman Brohan Davis study of Gen Y is their emerging use of Twitter. A verbatim comment defined Twitter as "the place where you go for ideas." For Brohan, this was an interesting outcome, given that a key goal of B-to-B marketing is to arm prospects with the information and tools to make their jobs easier—or "make them heroes," as she says. If Gen Y is looking at Twitter for ideas, they might get suggestions from your company's posts, and thus build your authority with this group.
4. Don't ignore traditional media for Gen Y.
As noted earlier, Gen Y businesspeople leverage every piece of information available to help them better serve their companies. An integrated marketing approach definitely can involve offline media. "One of the things we found was that Gen Y appreciates direct mail; it seems like it becomes a psychological break in their day to pick up something that's landed on their desk," says Brohan.
And while the survey respondents did indicate some resistance to e-mail, Brohan believes that Gen Y is not unique on this front. Rather, she explains, buyers are pushing back on any channels where they feel inundated with irrelevant marketing contact.