How Do Millennial B2B Buyers Research and Select Vendors?

When it comes to making B2B purchase decisions, Millennials and Gen Xers are more likely than Baby Boomers to believe in the importance of consulting their colleagues and earning team consensus, according to a recently-released study [pdf] from IBM. While the two younger generations are also more likely to see the benefits of data and analytics in decision-making, they differ in their approach to vendor research and also seek out different attributes from vendors. (more…)