Selling to the next generation of BtoB buyers is the focus of Liz Brohan’s Digital Marketing Days presentation
Tuesday, March 23rd 2010
Gen Y managers, the tech-savvy children of baby boomers, are fast becoming BtoB purchase decision-makers. Marketing to them in the same old way is not an option. Colman Brohan Davis (CBD) Co-CEO Liz Brohan shares insights and information on Gen Y’s BtoB buying process at Digital Marketing Days in New York City, June 14-16.
Brohan’s presentation, “Gen Y Rising: Preparing for the New BtoB Buyer,” is based on results from groundbreaking research sponsored by CBD with over 300 Gen Y managers, all under age 30. The research mapped their buying process and ranked the online, offline and word-of-mouth channels they use to make business purchase decisions. Pam Ansley Evans, Senior Web Marketing Manager, Worldwide Software Group at IBM will co-present, sharing case study examples of campaigns to this audience.
“We’re still in new territory when it comes to marketing to this generation of management,” notes Brohan. “Their technology preferences, how they navigate online, their use of social media and other community platforms—all these things contribute to making them challenging targets. But the more we know, the more successful we’ll be in designing integrated campaigns that engage them in business products and services.”
Conference attendees can expect to learn about the characteristics, habits and motivations of the Gen Y business buyer; the consideration set of new media influencing them and their buying process map. Additionally, via the IBM case study examples, what’s working and what’s not, what’s new and what’s next in campaigns to this target.
Digital Marketing Days Conference and Expo takes place at the Hilton New York. Programming delves into the best strategies to acquire and retain customers in the digital age. Tracks include 40 sessions that present tactics and approaches that apply across all marketing channels and ultimately help increase a marketing campaign’s ROI. Check out the program and register early! Digital Marketing Days is co-locating with TWTCON/Twitter for Business, and IDI, the International Direct and Interactive Marketers’ Forum.
