Work in BETA: The rising B2B decision makers

Reveals findings from a study by GWI and the B2B Institute of the changing behaviors and attitudes of 17,000 knowledge workers in ten markets focusing specifically on those aged 21 to 40.
  • This group have been named the BETAs: standing for blurred, evolved, technology and activism.
  • The BETAs represent a new broader psychographic in B2B marketing that will drive shifts across businesses and among buyers at large.
  • Technology, unsurprisingly, has had more influence than anything else on the BETA mindset, fostering an open-mindedness when it comes to trying new tools and approaches.
  • The on-demand, mobile-centric, and easy-to-use nature of consumer applications has radically shaped BETAs’ expectations in business, with high demands on time-management and productivity capabilities....

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