What's common between billionaire founders and CEOs like Mark Zuckerberg (Facebook), Ritesh Agarwal (OYO Rooms), David Karp (Tumblr), and Ben Pasternak (Flogg)?
They are Millennials or Gen Z.
And guess what's changing in the company's work culture and structures?
More Millennials and Gen Z, and a flat hierarchy.
The talented ones are skipping the lines and joining the boardrooms.
This is why companies that aren’t designing their marketing and sales strategies based on how these generations make decisions are losing out.
In edition #22 of Vik's M.I.X (Marketing Insights Exchange), I'm going to talk about how Millennials and Gen Z make decisions.
Then we'll dive into how to leverage the most effective client-getting tool that's been working since the beginning of time, now powered by new tech.
And lastly, I'll share another one of my favourite strategies that I believe will never die.
So here’ what we are gonna cover.
Behind Millennials and Gen Zs Mind
Relationship and Tech
Reviving dead email game
Let’s go.
Behind Millennials and Gen Zs Mind
Remember when your biggest worry was whether your PowerPoint had enough clip art?
Those days are long gone. Millennials and Gen Z are storming the B2B castle, and they're not here for your tired old sales tactics.
By 2025, these young guns will make up a whopping 64% of B2B buyers. That's right – the future is now, and it's wearing skinny jeans and AirPods.
Why Should You Care?
Simple: adapt or go out game. Okay, maybe that's a bit dramatic, but you get the point. These new buyers aren't just looking for the cheapest deal or the shiniest features.
They want substance, values, and a company that gets them. If you're still selling like it's 1999, you're in for a rude awakening.
Source: OYO
Millennial vs. Gen Z: Same, Same... But Different
You might think these two generations are cut from the same avocado toast-loving cloth, but when it comes to B2B buying, they've got their own flavors. Let's break it down:
1. The Research Game
Millennials: They're the mixed tape of research. A little vendor info here, some reviews there, and maybe – gasp – even talking to a sales rep early on.
Gen Z: These digital natives are the DIY kings and queens of research. They'll scour the internet, devour peer reviews, and stalk your social media before even thinking about talking to a human.
Your move: Make your info as easy to find as cat videos on the internet. Whether it's product specs or customer love letters, put it all out there. And for the love of TikTok, don't neglect your social media presence.
2. Decision-Making Styles
Millennials: They're cool with calling the shots. They might chat with a few key players, but they're not afraid to pull the trigger.
Gen Z: These folks are all about that group chat life. They want to hear from everyone and their dog before making a move.
Your play: Be flexible, friend. Make sure your product or service is the swiss army knife of solutions – appealing to various stakeholders. And keep things moving smoothly, or you'll lose them faster than you can say "okay, boomer."
3. What Makes Them Tick
Millennials: Show them the money! They want to know how your offering is going to fatten their bottom line.
Gen Z: These idealists are playing the long game. They care about sustainability, social impact, and whether your company values match theirs. It's not just business; it's personal.
Your strategy: For Millennials, talk ROI till the cows come home. With Gen Z, wear your company's heart on your sleeve. Tell them how you're making the world a better place (and mean it).
Your B2B Glow-Up Checklist
Ready to win over these young movers and shakers? Here's your game plan:
Go Digital or Go Home: Both generations live online. Slide into their DMs, flood their inboxes (respectfully), and make sure your website is slicker than a greased penguin.
Keep It Real: Especially with Gen Z, authenticity is king. They can smell BS from a mile away, so don't even try it.
Spice Up Your Content: Boring is so last century. Use visuals, tell stories, and don't be afraid to crack a joke or two. Show some personality!
Be Everywhere: Whether they want to Zoom, text, or send a carrier pigeon, be ready to connect on their terms.
Cut the Fluff: No one's got time for a sales pitch longer than a CVS receipt. Keep it snappy, give them the goods, and let them get on with saving the world.
The B2B game is changing faster though not as fast as fashion trends on Instagram.
Millennials and Gen Z are the new decision-makers, and they're rewriting the rulebook.
They're tech-savvy, value-driven, and looking for more than just a good deal.
But here's the silver lining: if you can tune into their frequency and offer what they're really after, you'll be the cool kid in the B2B playground.
So, are you ready to level up and speak their language?
Relationships And Tech
Let's get real for a second.
In the world of B2B, trust isn't just important—it's the whole enchilada.
You could have all the fancy tech in the world, but if people don't trust you, you're about as useful as a chocolate teapot.
So, how do you build that trust? It's simple: be honest, reliable, and consistent. Whether you're shaking hands in a boardroom or sliding into their DMs, keep it real.
Here's where tech can give you a boost:
Share those case studies and testimonials. Show 'em you know your stuff!
But remember, people aren't robots. They care about how you make them feel. So, don't just throw numbers at them—connect on a human level.
Tech
Today LinkedIn is like a 24/7 industry mixer, minus the bad canapés.
Share your brilliant insights, connect with the movers and shakers, and show off your expertise faster than you can say "synergy" (but please don't actually say synergy).
And don't forget Twitter! With the right strategy and the content you can bump into your next big client or partner.
For the cool kids who like exclusive clubs, check out platforms like Hivebrite.
Automation
Tools like HubSpot are great for keeping your ducks in a row.
They can track your interactions and send out emails faster than you can hit "reply all" by mistake.
But here's the catch: don't let automation turn you into a robot. Throw in some personal messages now and then. Your contacts will appreciate knowing there's a real human behind those perfectly timed emails.
Virtual Events
Virtual events have changed the game. You can now rub digital elbows with peers and industry bigwigs from the comfort of your home office (pants optional, but recommended).
The best part? Features like Q&A sessions and breakout rooms let you build real connections. It's networking, but make it cozy.
The Art of Giving (Without Going Broke)
Here's a little secret: people love getting stuff. It's not about bribes or fancy gifts. Share your knowledge, offer helpful resources, or just lend an ear. This creates a cycle of goodwill that keeps relationships growing. It's like planting seeds—nurture them, and watch your network flourish.
Whoopsies to Avoid
Automation Overload: Yes, automation is cool. No, it shouldn't replace your personality. Don't be that person who sends "Hope you're well!" emails during a zombie apocalypse.
The Disappearing Act: Had a great chat at a conference? Don't vanish like a magician after the trick. Follow up, keep the conversation going.
Selective Hearing: If someone gives you feedback, listen up! Show them you value their input by actually using it.
Reviving dead emails game
Let’s be honest—email marketing is far from dead.
But if you’re still sending out the same old boring emails, chances are, your audience is tuning you out.
Why? Because most email campaigns feel robotic and generic, which isn’t cutting it anymore.
People want more, and if you’re not giving it to them, you’re wasting your time.
So, what’s going wrong? And more importantly, how do you turn it around? Let’s break it down.
What’s Going Wrong?
No Personal Touch Ever opened an email and felt like it was written for, well, anyone but you? That’s the problem. Sending out a mass email that’s not tailored to the person on the other end feels lazy. And guess what? It shows. No wonder people are ignoring or unsubscribing.
One Big List for Everyone Not all your contacts are the same, so why are you treating them like they are? When you don’t break your audience into smaller, targeted groups, you end up sending irrelevant info to the wrong people. That’s a quick way to lose their interest.
Old, Outdated Contact Lists When’s the last time you cleaned up your email list? If it’s been a while, that’s a problem. Outdated lists lead to bounce rates and kill your chances of reaching the right people. Keep your list fresh and active, or you’re just shouting into the void.
Clickbait Subject Lines We’ve all seen those subject lines that promise the world, only to disappoint once you open the email. It’s tempting to use catchy phrases, but if the content doesn’t back it up, you’re losing trust fast.
No Follow-Up Sending one email and calling it a day? That’s a rookie mistake. Without follow-up emails, your leads will quickly forget about you. Keeping the conversation going is key to staying on their radar.
What’s Working in 2024?
Get Personal People want to feel like you’re talking directly to them. Use data to make your emails more personal. The more you know about your audience, the better you can craft messages that hit home.
Make It Dynamic Dynamic content lets you change parts of your email based on the person opening it. That means everyone gets something relevant to them, not just a cookie-cutter message. It’s a game-changer.
Strike While the Iron’s Hot Behavioral-triggered emails are like magic. Whether someone visited your website or downloaded a free guide, sending an email at just the right moment makes all the difference. It keeps you top of mind and gets people to take action.
Offer Real Value Stop with the hard sell. If you want people to stick around, give them something they can actually use—like insights, tips, or advice. The more helpful you are, the more likely they’ll see you as a trusted partner instead of just another brand pushing a sale.
The days of sending generic, one-size-fits-all emails are over. In 2024, it’s all about making your audience feel heard, understood, and valued. Personalize your messages, keep your lists clean, and don’t forget to follow up.
Do this, and you’ll see your email marketing efforts pay off big time.
Well, that’s it for the edition #20.
Did you find it insightful? If yes, show some love! Like, share, and let me know in the comments what you liked most in this edition.
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If we haven’t met, my name is Vikramsinh Ghatge.
I help B2B companies use the most effective marketing strategies to grow and expand without spending an arm and a leg.
I’ve spent over a decade setting up marketing systems—from content creation to building lead pipelines and driving demand generation. Now, I’m excited to integrate AI to enhance our collaboration, aiming to share richer insights and foster creative synergy.
Need help with your marketing or branding? Reach out to me for advice, partnerships, interviews or podcasts.
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P.S: This newsletter is also published on personal blog www.vikramsinhghatge.com
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