A study highlighting the generational differences between technology buyers has revealed that some techniques will not work for everyone.
Why do generational differences matter?
The research was conducted to answer the question of what content works and for whom. Good marketers challenge the way they work and the methods they use, what could work, or did work might not be what always works. Marketing is about trying and adapting techniques and tailoring the marketing to effectively get to the end goal of having more clients and customers.
Baby boomers (1946-1964) tend to use case studies and articles by industry analysts, and as shown through their preference for face to face meetings and vendors websites: this generation simply want the facts.
Generation X-ers (1965-1977) value tradeshows and conferences as well as recommendations from peers.
The millenials (1978-1994) prefer marketing content, as they are more tech savvy which makes them more receptive to blogs and content.
As a B2B technology marketer here's what you should do
industry analysts are important to all types of people as is face to face meetings but demos are not for everyone and conferences aren't as popular some some might think. Recommendations from colleagues and the industry thought leaders seem to be preferred across all types of tech buyer. You can choose to select the methods which work best for all groups or you could target specific audiences.
- Sample: Arketi - 262 B2B technology providers
- Data Source: B2Bento
- Date: July 2016
See the interactive chart here.