Millennial B2B Buyers: The IT Services Market of Tomorrow

December 18, 2018

Millennial B2B buyers are transforming the way IT services are bought and sold. For a generation who has grown up with the internet, this new group of decision makers expect first-rate digital experiences at every stage of the purchase funnel. Today, there is ample opportunity for forward-thinking IT partners to leverage digital experiences as a key differentiator in the market.


  • How and why millennials use digital resources to inform and take purchasing decisions
  • What kinds of digital experiences resonate with millennial buyers
  • How to position your business to take advantage of this new kind of buyer

IT purchasing decisions involve millennial buyers

Millennial creating webpage
For tech-savvy millennials who have only recently entered the workforce, the cloud subscription model is a familiar business model. Yet, for the IT industry as a whole, the cloud marks a huge paradigm shift. This new normal means that IT partners who are accustomed to serving customers using older models must adapt to a new way of doing business. And that’s not just supplying services but also marketing and selling them too.

Today, 73% of millennials are involved in B2B business purchasing decisions. The fact that millennials grew up with the internet means that, generally speaking, they see the world quite differently compared to previous generations. Their tech-influenced worldview means that they make B2B purchasing decisions differently:

  • 71% of B2B researchers starts their research process with generic online research. A focus on search engine optimization is increasingly important for IT partners who want to win business in today’s market.
  • 62% the decision makers in a B2B buying process are finalizing their vendor list based on digital research. This means that the quality of digital content is more important than ever for Partners to help educate customers and sell services.
  • According to Forrester, 60% of buyers would rather not communicate with sales reps as their primary information source.

Today, the buyer has a wealth of information at their fingertips. It is no longer salespeople who control the buying process but the customer.

Millennials expect a different kind of buying experience

Whether it is booking a hotel or choosing a place to eat, millennials are accustomed to a certain way of finding services: they expect things to be simple. Millennial B2B buyers are no different. They want online journeys to be straightforward from the start.

IT partners need to adapt, sooner rather than later. Stories of global businesses being brought to bankruptcy by digital upstarts are well-known. Whether it was Blockbuster failing to see the future of film, or Kodak and their inability to predict the popularity of digital cameras, it is now clear that inaction is not an option in the face of digital change. IT partners who will be successful in this new market will take advantage of these new opportunities by delighting customers with a first-rate digital experience from first contact to continued partnership.

Watch the full podcast


Does your company have the right cloud skills?

Learn more about the state of today's IT ecosystem with our study on the Dutch IT services market.

Download now

5 Key Things We Took Home from Microsoft Inspire 2019

Learn more

Newsletter: June 2019 – Making Sense of Big Data

Learn more

Microsoft and Tech Data: Outsourcing Skills Tracking to Distributors

Learn more

Newsletter: April 2019 – Why Differentiation Matters

Learn more