46 % of B2B decision-makers are under 35 years old

46% of B2B decision-makers are under 35 years old. What does this mean for your sales planning?

Millennials are the new decision-makers on the customer side. In the USA, 46% of those who make or influence B2B decisions are already under the age of 35 - in Germany, the figure is only slightly lower
(Source: Study by Roland Berger and Google: THINK ACT, the digital future of B2B sales)

The information, communication and relationship behaviour of millennials differs significantly from that of previous generations. They prefer to find information on the internet ("googling") rather than speaking to a sales contact in person or researching in a catalogue. Their expectations of a shopping experience - professional or private - are characterised by online shopping for consumer goods (Amazon, Zalando, etc.). The customer journey and the shopping experience are therefore becoming important decision-making criteria - even in the area of complex and technical products!

What is your customers' shopping experience like? Can prospective customers obtain personalised and specific information and offers on your website? Can prospective customers experience your innovative products in 3D, put them together and recognise unique selling points? Is there still room for improvement?

Then read on here.