B2B buyer demographics are changing. A 2019 TrustRadius study found that 59% of all B2B buyers are millennials, with nearly 30% of them serving as lead buyers for their organization.
To effectively engage this new wave of decision-makers, businesses need to understand how their behavior and preferences are influencing the B2B buying process.
In an article published in CustomerThink, Whereoware CEO Michael Mathias explains why trustworthiness and delivering customer-centric experiences are essential for gaining the loyalty of millennial customers.
To read the full article, visit CustomerThink here.