B2B Buyers Top Sources For Research By Generation, March 2015 [TABLE]

When it comes to making B2B purchase decisions, Millennials and Gen Xers are more likely than Baby Boomers to believe in the importance of consulting their colleagues and earning team consensus, according to arecently-released study [PDF] from IBM. While the two younger generations are also more likely to see the benefits of data and analytics in decision-making, they differ in their approach to vendor research and also seek out different attributes from vendors.

Interestingly, Millennials surveyed for the report put vendor representatives at the top of the list of sources they are most likely to turn to when researching a vendor’s products and services. By comparison, vendor representatives fell further down the list of the 9 identified research sources among Gen X (#7) and Baby Boomer (#5) respondents. Read the rest at MarketingCharts.