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Forever Young: 5 Ways to Optimize Your B2B Marketing Reach for Millennials and Gen Z

Business and marketing leaders have been talking about Millennials and how to reach them for years—and with the oldest members of that generation turning 40 this year, they’re not the new kid on the block anymore. A 2019 TrustRadius study found that 59% of all B2B buyers are millennials, close to 30% of them are lead buyers for their organization, and as of last year, millennials are the largest B2B tech buyer group by age group. But Gen Z is joining the ranks too—a recent Inc. article shares that the generation makes up about 25% of workers today and 40% of global consumers. It’s no longer possible to ignore the sway these two groups have in the workplace.

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