Millennials Matter in B2B – Here’s How to Market to Them Smarter

If you’re trying to get more out of your 2025 marketing strategy, you need a millennial cheat sheet. I’m a millennial myself — I remember when hearing “You’ve got mail!” felt like tech nirvana, and now I’m leading content and growth strategies for B2B tech brands. 

But I’ve noticed something lately. Even though millennials make up 73% of all B2B buyers and 44% of final purchasing decision-makers, the way we’re being marketed to isn’t quite right. We’re either disappearing from marketing altogether as brands try to appeal to Gen Z, or marketing campaigns are still treating us like interns with a borderline-irrational obsession with avocado toast.

The same generation that once took BuzzFeed quizzes about “Which type of bread are you?” is now leading revenue teams, signing contracts, and shaping strategic priorities. So if you’re marketing isn’t targeting us that way, it’s time to evolve. Just like we did when we stopped carefully curating iTunes libraries and started carefully crafting GTM strategies.

We’ve grown up. We’ve traded our AIM away messages for Slack statuses and our Napster downloads for Spotify playlists. Yes, we’re still sipping nitro cold brew, but now during quarterly planning sessions.

We want modern experiences, strategic insight, and partnerships that make us look good in front of the CEO. That means your marketing needs to be less about trendy memes and more about how you’ll help these decision makers hit their KPIs before their next one-on-one.

How to Win Over Millennial Decision-Makers

1. Smart Content > Fluff

Millennials aren’t here for surface-level takes. We want insights that make us sharper, faster, and better at our jobs.

Try this:

• ROI calculators and other interactive tools grounded in real benchmarks
  
• Executive-level case studies with time-to-value metrics
  
• Frameworks for adoption, change management, and scaling
  

Skip this:

• “What is AI?” explainer blogs. We pounced on ChatGPT the moment it was released to the public. (But we do want your in-depth GEO strategies. It all goes back to that sharper, faster, better vibe we’re going for.)

2. Transparency Builds Trust

Millennials came of age during the dot-com crash, the 2008 recession, and the “Is this button really to Beyoncé’s new album or a virus?” download era. We’re savvy, and we double-check everything. Give us the real story, challenges included.

According to Forrester’s 2024 Buyer Study, over 80% of buyers end up dissatisfied with vendors because of unmet expectations. Be the one who keeps it real, and millennials will reward you with trust (and renewal dollars).

3. Make It Amazon Prime Smooth

If we can order a weighted blanket, restock LaCroix, and schedule a vet visit from our phones in under five minutes, we expect the same from your buying experience.

We love:

• On-demand demos
  
• Upfront pricing
  
• Human-free (and pressure-free) sales enablement like Looms and interactive product tours
  

Forrester predicts that over half of large B2B deals will close via self-serve channels in the near future. If your experience still feels like it was created the last time *NSYNC had a #1 hit, let’s modernize it before prospects say “Bye, Bye, Bye.”

4. Help Us Be the MVPs

Millennials are consensus builders. Help us make the case internally with tools we can pass along to finance, ops, IT, and our skeptical RevOps friend who asks ChatGPT before moving forward with anything.

Equip millennial decision makers with:

• Shareable, digestible content that makes a solid case for you and your product
  
• Implementation roadmaps
  
• Budget justification templates
  
• “What to expect” guides for onboarding
  

Gartner calls this buyer enablement, and it helps accelerate deals.

Why Millennials Are a Great Audience

Millennials aren’t jaded. We’re just clear on what we want — and loyal when we get it.

We’ll Slack your name to peers. We’ll take your call when we land at our next job. We’ll give you a shout-out in a LinkedIn post. If you help us win, we’ll help you grow.

We’re the generation that grew up with dial-up but now manages five Slack channels at once. We value brands that help us stay ahead of the curve by treating us more like teammates than transactions.

TL;DR (Because Yes, We’re Multitasking)

Millennials are here.
We’re influential.
We’re eager to find vendors who get it.

The path to winning our business? Make our lives easier. Respect our time. Empower our process. And if you can do that with a little flair? Even better.

If your marketing needs more personality and performance, we’re your people. Check out Firebrand’s Content Marketing chops.