Friday, November 10, 2017

Know the Best Sources of Product Info?

IBM asked 700 B2B buyers wielding $10,000 or more to name their preferred sources of product information, and sorted the answers by buyers' ages. The results are astonishing—or maybe not:
  • Boomers named tradeshows 
  • Gen Xers named online, third-party reviews 
  • Millennials named vendors' sales reps
What's up with that?
Boomers will never give up on shows. They haven't forgotten "the good old days," when companies timed their product launches around the industry-leading shows. Big events were vibrant and newsworthy and "must attend." Shows were the worldwide web.

Gen Xers are inexorable skeptics. Forget about face-to-face, content, direct, social media, or other forms of marketing with this cohort. All marketing is BS. Gen Xers only trust disinterested parties' informed evaluations.

Millennials prize speed and ease. "I want to know and I want to know now." What's the easiest route? A sales spiel. As IBM puts it, Millennials want a "hassle-free, personalized channel." Enter the sales rep.

Sure, generalizations about the generations have grown tiresome; but they explain IBM's findings.

Source of chart: Better Business Bureau
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