Generational Marketing and What It Means for B2B Marketers

This is the first of a three part series.

This is the first time in history that five generations of people are in the workforce, which means it’s also a historic and unprecedented time for generational B2B marketing.

In generational marketing, each generation is considered as a distinct archetype or model for driving product development, marketing and customer service. We look at each generation’s formative experiences, characteristics, mindset and preferences. This yields insights that help us develop the right products and marketing messages, and it helps us identify the right channels and methods to engage each audience and grow our business.

Let’s take a look at these five generations and understand what their unique characteristics mean for marketing.

For our purposes, I like to use the generational breakouts developed by researchers at Barclays and the University of Liverpool. They teamed up to research each generation and its preferences for technologies, communication and making financial decisions. Here’s a look at the summaries from their report.


Are you seeing the impact of different generations on your marketing?