Multigenerational Insights on Technology Purchases
By Mike Neumeier, APR
August 2024
Today’s information ecosystem is continually evolving. Identifying the right channel, at the right moment, for the right audience is a multifaceted challenge for modern communicators.
Audiences are also changing, especially for business-to-business (B2B) communications professionals. Just 10 years ago, millennials were all the rage, but these individuals are now heavily entrenched alongside their Gen X counterparts in the workforce. Meanwhile, baby boomers depart for retirement as Gen Zers rise through the ranks.
B2B communicators will need to adapt their approach to reach and engage unique generational cohorts. Recent survey research (PDF here) published by my firm, Arketi Group, “How We Buy: Four Generations Reveal How They Make B2B Purchasing Decisions,” shares how.
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Mike Neumeier, APR
Mike Neumeier, APR, is CEO of Arketi Group, a digital marketing and public relations firm that helps business-to-business technology organizations accelerate growth through intelligent strategy, public relations, messaging, branding and demand generation.
