B2B millennial buyers want more interaction with vendors representatives at every point in the sales funnel, this according to a March 2015 study of Millennial B2B buying habits by IBM (IBM, 2015). They want their experiences to be seamless and they want their vendors to collaborate and provide expertise.  “Customers have come to expect these experiences and this relevance,” Russell Glass, head of products for LinkedIn Marketing Solutions said at the BMA15 Conference (Ali, 2015).  

These insights point to the importance of understanding the customer buying process. To provide millennials with the experience they want it is also important to understand the selling process. 

What happens in the Sales Journey with a millennial buyer?

What leads to a successful sale with the millennial buyer? What information was provided in each stage of the process and what made the difference. What information made their eyes glaze over? What exactly did sales do in a winning presentation? Where was their assistance and collaboration crucial to the sale?  Knowing the answers to questions like these will help you develop the information that is right for each point in the buying process. 

A few known facts about selling to millennials:

1. Millennials prefer to get information from a vendor rep.

2. They will attend in-person presentations but they prefer email.

3. They want to share about positive experiences.

Cumulate has a new paper on millennial buyer inbound sales enablement tools and techniques that are working.

You may download the paper here:


Ali, Ambien. 2015. “Live at #BMA15: How B2B marketers must adapt.”, May 27. Accessed May 29, 2015.

Baird, Carolyn. 2014. To buy or not to buy? How Millennials are reshaping B2B marketing. Month Day. Accessed May 29, 2015.



2 replies
  1. Ryan Wright
    Ryan Wright says:

    Nice article. More than even their gen-exer predecessors, millenials want more customer support than was given in the past, and more of a ‘helping’ nature from agencies, service providers, and suppliers. They are expecting more because things are more complex than they were before, and there is more to be held accountable to in the technology mix, at all levels of an organization.


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