Executive Summary
Millennials have transformed the way B2B buyers research purchases, qualify vendors and make purchases—changing the rules of the game for marketers and product managers. Some 73% of Millennials are involved in product or service purchase decision-making at their companies with one-third reporting that they are the sole decision-maker for their department. And about half of all B2B product researchers are digital natives, a number that increases every year. This cohort identifies online search, vendors’ websites, peers and colleagues as the most…
