THINKING
INSIGHT
INSIGHT

Four Generations Reveal
How They Make B2B Purchases

Arketi Group asked four generations of B2B buyers – Gen Z, Millennials, Gen Xers and Baby Boomers – about their role in the B2B buying process. Their responses revealed emerging trends as one cohort steadily exits the workforce and confirmed some expectations as others continue to grow into leadership roles.

Technology buyers refer to different sources of information at each stage of their decision-making process, so we also asked buyers making enterprise technology purchases what sources they turn to when, at the top of the sales funnel, they seek to understand and explore a possible business problem; in the middle of the funnel, as they research alternative technology solutions; and at the bottom of the funnel, as they narrow down a shortlist of solutions to choose from.

We hope you enjoy exploring our interactive tool and that it reveals unique trends to inform your own B2B marketing and sales strategy. To learn more, download our complete report featuring an in-depth analysis of the data.

Explore how B2B tech buyers’ information preferences change as they move through the different stages of the funnel...

Sales Funnel All
Sales Funnel Top
Sales Funnel Middle
Sales Funnel Bottom

... And see here how information-gathering preferences vary between one generation and another...

All Generations
Generation Z
Millennials
Generation X
Baby Boomers

...and compare them to 2016.

DOWNLOAD OUR ANALYSIS OF THE DATA
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