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The most significant change discussed in this article is that millennials are playing an increasingly influential role in B2B decision-making. Google reports that in 2014, 18- to 34-year-olds made up nearly half of all B2B researchers. This means that formerly successful marketing campaigns targeting an older generation are no longer working as well as they once did.
This new B2B audience ingests their information primarily through digital channels. These decision makers are the prime example of those people who expect a flawless eCommerce experience across the board, regardless of whether they’re shopping or researching for work or for play. This means that B2B marketing must adapt to the B2B 2.0 eCommerce experience.
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