May
28
BMA15: Google Exec Says B-to-B Marketers Need to 'Change Our Game'
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In the opening keynote presentation Wednesday at BMA15, the annual conference of the Business Marketing Association in Chicago, Jim Lecinski, VP-U.S. sales and service at Google, said b-to-b marketers need to “change our game” to reach an exploding audience of millennial b-to-b buyers.
His presentation, “The Changing Face of B2B Marketing,” presented some of the top findings from recent Google research, conducted with Millward Brown, on the “B2B Path to Purchase,” and implications for marketers.
One of the key findings is that 46% of b-to-b buyers are now millennials, up from 27% in 2012, when the survey was last conducted.
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