Millennials care about what a brand stands for, not just what they sell.
As Jamie Linville, Digital and Brand Sr. Manager at Lenovo, explains, millennial buyers are redefining B2B purchasing by looking beyond just price and product specifications. They’re more focused on what your brand stands for and how it aligns with their values.
It’s crucial to adjust your ABM messaging with this shift. Jamie shares a new approach, often referred to as “Cause Marketing,” to highlight your brand’s core values and how they resonate with your offerings.
In this short clip, you’ll hear from Jamie, a leader in marketing innovation, as she shares:
- How this shift in IT buying committees impacts your ABM messaging strategy.
- How to leverage your ABM strategy to resonate with millennial buyers.
- Why showcasing your brand’s values is essential for engaging all members of today’s IT buying committees.
