Ever wondered why some of your marketing messages hit home while others just fall flat?
Well, it might be a case of one-size-does-not-fit-all when it comes to generational marketing.
Understanding what makes each generation tick can transform your marketing game. This is the first part of our series on how to connect with different generations, starting with Millennials.
Consider Jessica, a 32-year-old Service Delivery Manager at a global appliance manufacturer and the poster child for millennial buyers. Part of her gig is to stay on top of the latest software and systems to keep things running smoothly.
Here’s a fun fact: a Forrester study in 2023 found that over half of all business buyers are Millennials, just like Jessica. So, if you’re in B2B, chances are you’re trying to get her attention.
Jessica’s buying journey? It’s got “millennial” written all over it. She kicks things off by diving into YouTube and TikTok, hunting for people who’ve been in her shoes. She loves real-life experiences and testimonials way more than packaged press releases.
Transparency is her middle name. Jessica wants all the info – no hidden agendas. Forget about fancy marketing jargon and sneaky pricing. She wants clear, straightforward details. If she doesn’t get that from you, she’ll move on to someone who’s more upfront.
And it’s not just transparency Jessica cares about. She is actively worried about the planet. Show her your eco-friendly side, and you’ve got her attention. Sustainability isn’t just a buzzword for her; it’s a deciding factor. In fact, their concern reaches beyond the environment; HR Dive reports that 81% of millennials want companies to be good corporate citizens.
LinkedIn is another key stop on Jessica’s journey. She’s there for insights from her peers and expects companies to be active and authentic. If you’re not engaging on LinkedIn, you might as well be invisible.
Before she makes her final decision, Jessica checks out review platforms like G2, TrustRadius, and Gartner. She’s looking for real stories about the problems you’ve solved and what it’s like to work with you.
So, what’s the takeaway? If you want to win over Jessica and her millennial peers, be authentic, cause-driven, and transparent. Make sure you’re visible on multiple channels and have glowing reviews. Align with what millennials care about, and you’ll be in great shape.
Stay tuned for the next part of our series where we’ll dive into the world of Generation X buyers and how to capture their attention.
Blue Marble is a Video Agency headquartered in Atlanta, with a 30-year track record of creating strategic, brand-moving videos that hit it out of the park for clients like SAP, the State of Georgia, Fiserv, Manhattan Associates, Sage, Pitney-Bowes, LEVELOR, Verizon, Georgia-Pacific and many more. From brand manifestos to new product rollouts to customer support videos and more, we use the unique power of the medium to create an emotional connection with your viewer. Clients come to us for our award-winning creative — and then come back for our easy-to-work-with attitude and bullet-proof video production process.
