The face of the modern chief marketing officer (CMO) is changing, and fast. As millennials, especially women in revenue roles, take their places in the corporate arena, they’re bringing with them fresh perspectives, a deep understanding of digital landscapes and an appetite for authenticity. This generation grew up immersed in the digital world and they tend to do their own research before ever agreeing to a sales meeting. They have a strong appreciation for unique personalized experiences. Fit, intent and engagement are more important than ever and they look for that in your content channels.
Know your Audience: Sixty-five percent of B2B buying committees are now millennials
Here are a few insights into this seismic shift:
Digital natives at the helm
Millennials grew up with the internet, smartphones and social media. They don’t just know the digital world; they’ve lived it. This gives them an innate ability to understand and leverage digital channels in ways their predecessors might not.
The savvy researcher
Before even thinking of engaging in a sales dialogue, the millennial buyer has likely already done their homework. They’re checking your online reviews, scrolling through your social media feeds and looking for thought leadership content that demonstrates your brand’s expertise.
A demand for personalization
The one-size-fits-all approach no longer cuts it. Millennial decision-makers expect marketing efforts to speak directly to their unique needs and challenges. This is not just about demographic targeting; it’s about truly understanding buyer personas and crafting tailored messages.
The three pillars: Fit, intent, engagement
The average millennial buyer assesses potential B2B partnerships and purchases through a few different lenses.
- Fit: Is what you’re offering truly aligned with what the buyer needs? Are you demonstrating an aptitude for their business and, just as importantly, do your teams, companies and cultures mesh well?
- Intent: Can you discern and cater to the buyer’s intention at different stages of their journey?
- Engagement: How effectively are you capturing and maintaining the buyer’s attention?
Optimizing channels for tomorrow’s leaders
The millennial CMO isn’t just browsing through industry magazines or attending trade shows. They’re active on LinkedIn, listening to industry-specific podcasts and engaging in online chats. They are digging into the one-to-one communications in Discord, substacks and other splintered group conversations. Brands must diversify and optimize their channels if they hope to connect and do business with these leaders.
Transparency and authenticity
One of the hallmarks of millennial consumers, whether B2B or B2C, is their desire for transparency. They prefer brands that have a clear purpose, show authenticity and are willing to admit and correct their mistakes.
Collaborative approach
Millennials value collaboration. As they climb the corporate ladder, expect to see more inclusive decision-making processes, where diverse teams come together to make choices.
The shift toward a millennial-led B2B landscape presents both challenges and opportunities. Brands that are willing to listen, adapt and evolve alongside these new leaders will find themselves poised for success in a landscape that values authenticity, personalization and meaningful engagement above all else.
