As the fastest growing segment of the workforce, Millennials are increasingly making their move to the C-suite. We present research and talk with experts to find out how you can future-proof your relationship with—and even become—a Millennial executive. Visit THINK Leaders to hear the full discussion from experts Carolyn Baird of the IBM Institute for Business Value and Michael Parrish DuDell, one of the nation’s leading Millennial voices in the business sector and bestselling author of "Shark Tank Jump Start Your Business." http://bit.ly/1WLh8WG

1. #01: Your Boardroom
Commentary and analysis from:
Carolyn Heller Baird, IBM Institute for Business Value
Michael Parrish DuDell, Keynote Speaker & Bestselling Author
Presented by:
Reena Jana, Global Program Lead, Editor, THINK Leaders

2. Carolyn Heller Baird
IBM Institute for Business Value
To buy or not to buy?
How Millennials are reshaping B2B marketing
www.ibm.biz/millennialsb2b "

3. ©2015 IBM Corporation3 ©2015 IBM Corporation3
As more Millennials move into decision making roles at work,
their influence over B2B purchasing will grow
50%
USA workforce
!
75%
Global workforce
!
2020 2030
Just as consumer marketing is changing to appeal to
Millennials, B2B vendors and marketers also need to
revamp their strategies to connect with this new generation
of decision makers.
Note: 1 Meister, Jeanne. “Three Reasons You Need To Adopt A Millennial Mindset Regardless of Your Age.” Forbes. October 5, 2012.

4. ©2015 IBM Corporation4
My input is often
considered on purchases US
$10,000 or more
Roughly 1/3 of our Millennial study respondents (704)
influence purchasing decisions for their business
Millennials
aged 21 – 34*
born 1980 - 1993
Gen X
aged 35 – 49*
born 1965 - 1979
Baby Boomers
aged 50 – 60*
born 1954 - 1964
6%
26%
68%
4%
32%
64%
6%
26%
67%
Have little or no
influence on
purchases US$10,000
or more
I am the final decision
maker on purchases US
$10,000 or more
*Age of respondents at time of survey – Summer 2014
Source: IBV Millennial survey. (Total survey n=1784, B2B subset n=704 (Millennials n=447, Gen X n=154, Baby Boomers n=103)

5. ©2015 IBM Corporation5
The B2B research phase – personal contact is the
differentiator for Millennials; digital is table stakes
Preferred resources respondents turn to when researching B2B products or services
Millennials Gen X Baby Boomers
Source: IBV Millennial survey. What sources are you most likely to turn to when researching a vendor’s products and services?
Select your top 3. (Millennials n=447, Gen X n=154, Baby Boomers n=103)
Family or friends outside my organization
1
1
2
2
1
4
4
4
7
8
9
Colleagues in my organization
Articles, papers or blogs from trade or
industry experts or analysts
Vendor’s customers
Vendor’s social media, mobile or website content
Third-party websites or mobile
apps for reviews and comparisons
Tradeshows and conferences
Vendor’s representatives
Recommendations from my social network
7
3
3
8
3
6
8
5
3
3
5
8
7
8
1
24
4
4
7
8
9 8
6
3
8
3
3
7
8
7
5
3
3
8
5

6. ©2015 IBM Corporation6
If price is off the table, Millennials look for convenience, Gen X
wants quality, Baby Boomers want speed
Source: IBV Millennial Survey. When selecting a vendor for your organization, what attributes – in addition to price – are most important to you? Rank your top 3.
(Millennials n=447, Gen X n=154, Baby Boomers n=103)
Key attributes respondents look for when selecting a vendor

7. ©2015 IBM Corporation7
The B2B sales cycle - Millennials meet with vendors today,
but they would much rather engage virtually
Millennials’ current and preferred methods of engaging with B2B vendors during the sales cycle
Source: IBV Millennial Survey. How does your organization engage with vendors during the sales cycle currently, and how would you prefer to engage with vendors? Select your top 3. (Millennials n=447, Gen
X n=154, Baby Boomers n=103)
E-mail
Phone calls
Face-to-face meetings
Current methods | Preferred methods
Text messages/SMS/WhatsApp/WeChat
Live chats/Video chats
Social media (Facebook, Twitter, LinkedIn, etc.)
24%
24%
21%
19%
62%22%
69%
18%
20%
21%
69%37%

8. ©2015 IBM Corporation8
When it’s time to pull the trigger and buy, Millennials turn to
data and advice from family and friends
Top three influences on respondents when deciding whether their enterprise should purchase an
individual product costing US$10,000 or more
Note: * Influences selected as a top three priority by only one generation
Source: IBV Millennial Survey. When determining if your organization should purchase and individual product or service costing US$10,000 or more, which sources influence you the most? Select your top 3.
(Millennials n=447, Gen X n=154, Baby Boomers n=103)

9. ©2015 IBM Corporation9
Millennials will post positive comments about vendors, but are
very reluctant to share anything negative
Percentage of respondents who said they were likely or very likely to post a comment
Source: IBV Millennial Survey. How likely are you to use the internet/social media to comment on a work-related product or service that your organization purchased? Percentage of respondents who are likely
or very likely (selected 4 or 5 on a 5-point scale) Millennials n=447, Gen X n=154, Baby Boomers n=101.

10. ©2015 IBM Corporation10
Recommendations
Create client experiences that matter
Influence the influencers
Deliver data—anytime, anywhere
Make it easy
Share the love
©2015 IBM Corporation10

11. ©2015 IBM Corporation11
Key Implications
A new era for B2B purchasers,
vendors and marketers
Ø Empower decision makers and teams with social collaboration tools and
easy access to meaningful data insights
Businesses
Millennials
B2B Vendors and
Marketers
Ø Have high expectations for the workplace and B2B engagement based on
their experience as consumers: convenient, data rich, relevant, personalized,
authentic, seamless
Ø Provide easy processes, tools and policies designed for clients’
convenience and speed - delight decision makers of all generations,
not just Millennials

12. Michael Parrish DuDell
Keynote Speaker,
Bestselling Author
The Millennial Leader
www.mpdhq.com "

13. Millennials:
An Evolving POV
• Still relatively undefined
• Largest generation in history
• Becoming the largest segment of the
workforce

14. How to
manage
Millennials
How
Millennials
manage
A new conversation has emerged:

15. Millennials
WANT
to be leaders.

16. Generational or Situational?
• Are Millennials all that different from
other generations?
• Is it too soon to define Millennials?
• Are they really redefining leadership?

17. 1. Ability to communicate
2. Decisiveness
3. Strong vision
“Legacy” leadership skills
still matter.

18. 1. Emphasis on empowerment
2. Flexible work environment
3. Sense of purpose
4. Project-based career path
5. Focus on collaboration
But Millennials have their own
values, too.

19. @IBMThinkLeaders
#FutureProof
#IBMillennial