Study Finds Surprising Trends in B2B Marketing

March 17, 2015 - Less than a minute read

Millennials perform nearly half of all B2B research, according to a new study by Google and Millward Brown. The survey pulled data from 3,000 B2B researchers and 13 months of clickstream data from MBD’s desktop panel. Michael Brito of WCG discusses the study on LinkedIn.

The ecosystem of influence around B2B research has changed quite dramatically. While 64 percent of the C-suite do have final sign off before making a purchase decision, so do almost 24 percent of the non-C-suite. And it’s this group that has more influence; 81 percent have a say in purchase decisions.

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