If you lead marketing at a B2B company, how do you describe your customers? Do you list off the businesses that purchase what you sell?

Or do you talk about Joshua, Jessica, and Javon — the people who buy from you?

In today’s rapidly changing marketplace, your B2B customers are not your parents’ customers. Increasingly, today’s buyers are millennials, born between 1981 and 1996, and they bring a very different set of expectations to the buying experience. To win their business, brands must connect with millennials on a deeper level, as people first.

At Brunner, we work with business brands like YellaWood on marketing to hearts, not businesses. Instead of B2B, it’s now B4H — Brands for Humans.  We start from a deep understanding of current business buyers.

The Rise of Millennials: A New Generation of B2B Buyers

Today’s business customers increasingly bring their emotions, desires, and unique perspectives into the workplace. They expect employers and brands to meet their needs like never before. Their workplace and living space are blurred, and so are the communication channels they use. They are happy to FaceTime a family member, switch to a Teams meeting, and then catch up on a social trend — all in less than an hour.

The behavior shift is generational. Today, millennials make up more than half of business buyers, according to Forrester. Zippia estimates that the average age of a procurement director is 46, which millennials are about to reach. In 2021, millennials made up 60% of all buyers in the B2B tech market with that number expected to grow in the coming years, according to Trust Radius. And millennials are a growing proportion of small business owners, up from 12.9% in 2023 to 16% in 2024, according to Guidant’s annual Small Business Trends report.  

How to Resonate with Millennial Business Buyers

As millennials take the procurement reins, their expectations and behaviors are reshaping the B2B landscape. Business marketers need to understand and act on these key trends.

1. Personalization is an Expectation

Millennials are online natives. They are twice as likely as older generations to discover products through online searches, Trust Radius found. Their predecessors relied on traditional channels, but millennials use search engines, social media, and digital platforms to find solutions. They expect their business searches to be as intuitive and personalized as their Amazon searches.

  • Takeaway: Business brands must optimize and personalize their online presence to provide a level of self-service for this tech-savvy audience.

2. Customer Reviews Matter More than Ever

Millennials trust their experiences with a product, free trials, product demos, and user reviews more than any other resources when researching products. According to the Trust Radius study, 80% of millennials won’t purchase without reading a review.

  • Takeaway: Brands should encourage customer reviews, make it easy for a customer to provide one, and leverage those reviews as powerful, authentic social proof.

3. Purpose-Driven Brands Win Hearts

Millennials gravitate toward brands that align with their values. One study found that 91% of millennial consumers are willing to switch brands to one associated with a cause. Purpose-driven marketing resonates with this audience. It’s not just about selling a product; it’s about knowing a purchase helps make a positive impact.

  • Takeaway: Brands that champion social causes, environmental sustainability, and ethical practices create a deeper emotional connection with millennials.

How Brands Can Pivot to Brands for Humans Marketing

To thrive in this new era of Brands for Humans marketing, business brands must take proactive steps:

  • Invest in Data Analytics: Understand your audience’s behavior, preferences, and pain points. Leverage data to create targeted campaigns.
  • Prioritize Personalized Self-Service: Excellent online self-service is non-negotiable. Prompt responses, clear communication, and personalized assistance go a long way.
  • Educate and Empower: Provide valuable content that educates and empowers your audience. Be a trusted, credible resource, not just a seller.
  • Humanize Your Brand: Shift from a transactional mindset to a relational one. Show empathy, engage in conversations, and build lasting relationships with customers.
  • Embrace Purpose: Define your brand’s purpose beyond profits. How do you contribute to a better world? Communicate this authentically and show how your company is making a difference.

Winning Hearts Is Winning Business

As marketers, we must recognize that behind every business decision lies a human being who is driven as much by their heart as their head. Brands that connect emotionally with people, address real needs, and champion authenticity will win customers.

Remember: It’s not about selling widgets; it’s about touching lives. Meaningful connections drive success.

Ready for Brands for Humans Marketing?

If you’re ready to energize your B2B marketing, let’s talk. Just like we’ve helped YellaWood, we can help your brand connect with business audiences. Contact us to talk through your challenges and ways your brand can win the hearts of business buyers.

Patrick Culhane, vice president of brand strategy, has 21 years of agency experience in brand strategy, planning, and development. He has a BA in Marketing and the Psychology of Communication from De Montfort University and has completed the Association of National Advertisers Integrated Marketing Certificate. Patrick advocates for diversity marketing as a brand growth source and co-presented at the Atlanta Business Chronicle and Brunner co-sponsored event, “Growth Through Diversity.” He’s a proud juror at the 2024 ANA REGGIE Awards. 

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