Not all buyers are the same, especially when it comes to their buying habits. If you start with a customer-centric approach, you need to segment your message, creative, brand, and buyer's journey by age because different generations behave differently.
This B2B International study has some interesting findings; here is what jumped out to me:
• Email is a preferred channel by all generations, and specifically by 60% of Boomers and only 54% of Millennials
• Research Time:
o Boomers only spend 8 weeks
o Millennials spend 13 weeks
o Gen Xers spend 12 weeks
• Millennials will change brands most often
I have a great Buyers Journey program I can run for you that provides you with the focus on your buyer and their business pains, so you can reach them with the right message at the right time. Give me a call.
Check out the short article: https://www.mediapost.com/publications/article/361844/b2b-buyers-prefer-email-over-other-channels-espec.html
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