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The Rise of Millennial Decision Makers in B2B

The rise of the millennial decision maker in B2B

The B2B landscape is changing rapidly, and one of the biggest drivers of that change is the rise of millennial decision makers. According to a report by Forbes, 73% of millennials are now in decision-making roles in their organisations. This is a significant shift from just a few years ago, when baby boomers and Gen Xers were the primary decision makers in the B2B world.

So, what does this mean for B2B marketers who are selling SaaS and tech solutions? It means that understanding how to sell to millennials is more important than ever. Here are some key strategies to keep in mind:


Millennials expect personalised experiences and messaging that speaks to their specific needs and pain points. This means that B2B marketers need to be able to tailor their messaging and outreach to individual buyers. One way to do this is by using account-Based Marketing (ABM), which involves targeting specific accounts and individuals with personalised content and messaging.


Millennials are digital natives who rely heavily on their mobile devices for work and personal use. This means that B2B marketers need to make sure their websites, emails, and other marketing materials are mobile-friendly and easy to navigate on a small screen. Additionally, B2B marketers should consider developing mobile apps or other mobile-specific tools to engage with millennial decision makers.

Social Media and Employee Advocacy

Millennials are also heavy users of social media, and they expect brands to have a strong presence on the platforms where they are spending time. This means that B2B marketers need to be active on social media and use it as a way to engage with millennial decision makers, specifically via employee advocacy. However, it's important to remember that social media should be used strategically and not just for the sake of being present on the platform.


Millennials value authenticity and transparency in their business dealings. This means that B2B marketers need to make sure their messaging and branding are consistent and align with their values and mission. Additionally, B2B marketers should be transparent about their pricing and other business practices, as millennials are more likely to do their research and ask questions before making a purchasing decision.

Thought Leadership

Millennials are looking for thought leaders who can provide them with insights and guidance on industry trends and best practices. This means that B2B marketers need to position themselves as experts in their field and create content that is informative and thought-provoking. Webinars, white papers, and blog posts are all effective ways to establish thought leadership and engage with millennial decision makers.

The rise of millennial decision makers in B2B is a significant shift that requires B2B marketers to adapt and evolve their strategies. By focusing on personalisation, mobile-friendliness, social media, authenticity, and thought leadership, B2B marketers can effectively engage with millennial decision makers and win their business.