Millennials Deeply Involved in B2B Buying

Thanks to better data analysis — including via machine learning and artificial intelligence, among other emerging technologies — personalization is becoming a bigger part of the overall consumer experience. That trend promises to get even bigger in 2020. As well, more personalization seems likely to come to the business-to-business (B2B) side of the equation. Part the push for B2B personalization comes from the fact that many B2B participants are simply getting younger, and are bringing their desires and expectations for personalization into the B2B realm.

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