Keep Your Eyes on Generational Shifts in Key Decision Makers
I was recently asked to offer some insights for “2016 Trends in B-to-B Marketing,” an article in Marketing Daily. As you might expect from the title, they wanted to know what trends marketers should be planning for in the coming year, and they asked several veteran B2B marketers for their insights.
I went ahead and took it as a compliment to be included in the group—being asked to participate in a trends article means I must be a trendy guy, right? But I also took some time to carefully consider my answer. After all, I’m constantly using Navigate-the-Channel to blog about the latest trends in B2B marketing—everything from sales enablement to content marketing to social listening. There’s no shortage of trends I could have chosen.
But the more I thought about it, one thing really stood out for me. The trend I’m constantly monitoring these days is the generational shift in the key decision/owner role within businesses—especially dealers and lumberyards. As many Baby Boomers worked longer than they had planned due to the recession, they are only just now leaving the workforce—but they are doing so in greater volume than ever before. The new leadership of 30-to-40 year olds is starting to impact their organizations’ view on technology and adoption of new business services. This single change will have major ripple effects that impact the building products industry for years to come.
It’s not just that marketing strategies that may have been previously disregarded will suddenly be back on the table; it’s that the people at the top of the food chain will be looking at new pages on the menu. Hell, they might throw out the menu entirely and ask for online delivery. B2B buying will change (e-commerce is going to be big, guys, I promise); human resources and hiring practices will change (meaning there will be new ways of thinking at all levels); and B2B marketing could very well become a lot less buttoned up and safe (think of how many trade show booths now offer beer compared to a decade ago).
But hey, that’s just my perspective. There are plenty of different ones for you to read from the other contributors, so give the full article a read.