Meet the BETAs, the next generation of B2B decision-makers

The B2B Institute, a think tank, and GWI, the research firm, surveyed marketers in ten countries to understand how younger executives will shape the future of the business-to-business (B2B) sector.

Millennials are growing in influence when it comes to making business-to-business (B2B) purchase decisions, and should be targeted with marketing that acknowledges their particular values and habits, according to a study focused on this audience.

The B2B Institute, a think tank funded by business-focused social network LinkedIn, drew on survey data from research company GWI to understand the preferences and behaviors of millennial employees – defined as people in the 21–40-year old demographi

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