branding & industry perspectives


The Modern B2B Buyer’s Journey: Unfolding the Map

8 Jan , 2017 | Mason

The Modern B2B Buyer Journey: Unfolding the Map

The explosion of digital-first marketing hit the consumer sector first, forever changing the way people shop. The resulting shock wave has significantly impacted the B2B sector as well, reshaping the landscape of lead generation, customer relationship marketing. The B2B buyer’s journey is more self-driven than it ever has been, thanks in large part to the opportunities presented by mobile.

B2B marketers must make sure they are working from the same purchase journey map that their customers and prospects are using. Many of the key landmarks are the same ones marketers have been using for years, but the route between them, and the vehicles that move customers from point A to point B, have changed in big ways. More…

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The Top 3 Priorities of Millennial B2B Buyers

3 Oct , 2016 | Mason

millennial b2b buyers

With their growing spending power and their technology-enabled lifestyles, Millennials are comfortably near top of the priority list for retail, entertainment, healthcare, food, and all manner of consumer goods & services marketers. For the very same reasons they’ve captured the attention of B2C marketers, Millennials should be a priority for B2B marketers too.

business-839788_1280Millennials aren’t just consumers, they are buyers. As of 2014, nearly half of all B2B buyers were born between 1980 and 1993, according to a study by Google and Millward Brown. That segment is steadily growing. Most Millennials who are now in the workforce have hardly known a world without instant Internet access, touch-screen devices like smartphones and tablets, email, and social media. ‘Digital’ is virtually their first language.

Whether buying for themselves or on behalf of their employers, Millennials favor B2B vendors that prioritize what they prioritize:


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