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Tea Break Talks with LinkedIn and Merkle B2B: The Generational Factors that Impact Decision Making in B2B

Original Presentation Date

Jan 20, 2021

Key Takeaways

  • Ty Heath, Director of Market Engagement at the B2B Institute, will discuss their work with the Global Web Index which examines the changing behaviours and attitudes of "the BETAs," the first cohort of digital natives to assume positions of seniority in business, at a time of dislocation.
  • Matt Powell, MD at B2B International EMEA, will discuss the four “Superpowers” companies need to be able to deliver for the ultimate customer buying experience and how this differs across generations.
  • Simon Calvert, Chief Strategy Officer at gyro UK,  will bring his point of view on how companies that use these two bodies of research shape the way they can engage with audiences and how these findings can be applied to your B2B strategy.

Detailed Overview

Recent research shows that the influence of Millennial decision makers on the B2B landscape will fundamentally change the way brands engage. 
Join our research experts from B2B International and the B2B Institute as they share their findings on how emotive moments impact the customer experience and how brand must evolve to deliver against Millennials’ expectations.


Ty Heath

Director, Market Engagement, B2B Institute

Matt Powell

Managing Director, B2B International

Simon Calvert

Chief Strategy Officer, gyro

Tim Lamble

Director of Data & Performance, gyro