Millennials are already taking their seats among Generation X and  Baby Boomers at the buying table, making navigating the already complicated buying environment even harder thanks to their different preferences. Though this shift might seem minor, it greatly impacts how marketing teams operate, sales teams engage, and how purchase decisions are ultimately made. This report looks at the differences between the rising Millennial buyer, their Generation X and Baby Boomer counterparts, and how B2B marketing and sales strategies can address the gaps between them.

When consumers walk the aisles of their local supermarket, how do they choose which items to put in their carts? Which brands earn their loyalty and which do they shun? What emerging trends are affecting their purchase decisions? The answers to these questions can be found in social media data. More and more, modern CPG brands are turning to social media analytics to help them understand consumer opinions on everything including the most hated and loved ingredients, brand comparisons, emerging trends, and much more.

 Read this complimentary copy of the Gartner Magic Quadrant for CRM Lead Management, and find out why Marketo was named a leader based on its ability to execute and completeness of vision. Marketo’s engagement platform is purpose-built to enable marketers to listen to, learn from and engage with their customers at scale, offering powerful lead management, inbound, ABM, multi-channel, reporting and analytics capabilities, along with seamless CRM integration and an ecosystem of hundreds of partners.

In today’s complex B2B buying journey, not only does it take multiple marketing engagements to move a lead from acquisition to close, but most B2B sales transactions involve multiple decision makers and influencers within an account. This is where multi-touch attribution can be really helpful to understand and measure each and every touch point in the sales cycle. Here is our easy checklist to ensure accurate and actionable data as you get ready to make marketing attribution part of your marketing strategy.

The Engagement Economy—the reality that we consume and market in today—is a new era where everyone and everything is connected. And in this reality, consumer expectations have shifted to require more from the brands they buy from—they seek a personal relationship that offers them value wherever they are and whenever they are ready to engage. As the Engagement Economy matures, marketers must rapidly transform their strategies, methods, and tactics in order to stay relevant. The State of Engagement offers insights on engagement from over 2,000 global consumers and marketers.