BMA15: Google Exec Says B-to-B Marketers Need to ‘Change Our Game’

The days of the “old guy in purchasing” persona for B2B audiences are long gone. The rise of Millenials (now representing a staggering 46% of B2B buyers) means advertisers need to embrace not only messaging that resonates with this crucial group, but channels to support those messages. As B2B marketers we’ve known the need to embrace mobile and social was going to be important, but we can’t hide from it now.