If B2B companies want to stay ahead of their competition or even just in the competition, it is best to constantly assess how the younger B2B buys are differing today from past generations. Let’s look at how younger B2B buyers are making mobile matter.
Young B2B buyers are driven by content
One of the most important aspects of the new “young” generation is that they are driven by content. They have grown up in a world where the entire history of human knowledge is available right at their fingertips. The smartphones and tablets of this world make every piece of content imaginable readily available at any given second.
First step in buying process is researching the company website
With all of this information so easy to find, it makes researching the best option through websites and articles the first step in the buying process. Buyers are now learning to trust companies again because they can find out so easily which option is going to be best for them.
It is well known that the primary source of information about a company in the early buying stages is the website. The companies that can most effectively capture the attention of this new breed of buyers all have strong websites with compelling content. The newly older generation spend plenty of time at conferences and trade shows, but the younger generation is spending the majority of time on the web. They prefer to read articles, watch videos and consume digital magazines and rather than hearing about this content via a new source they are receiving right in their email box or through a friend / co-worker on social media.
Content not the only thing changing: Hello, eCommerce
Having a content marketing strategy that is truly engaging is how to win this next generation of buyers, but being able to placate their needs is also the way to win their investment. If you are selling a product and they cannot purchase it online, there are other B2B companies that do and will take this potential customer.
If you ensure that your content and eCommerce solution are optimized for mobile platforms, then you are making it easy for all generations to visit you on the web no mater how they want to access and find your information. This generation of consumers was born and raised with easy web access. Whether young professional are buying for themselves or for their own company, they are buying it online.