Uploaded March 2025 | Updated September 2026, 3 weeks ago

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Who are your buyers?

And are you catering to their preferences?

Increasingly, your buyers are millennial—and they have completely different buying expectations than previous generations, says Kenda Macdonald.

Get Kenda’s insights into your younger buyer’s purchasing habits in this clip from B2B Forum 2024.

And for more insights into the changing marketplace, check out the dozens of session highlights on the B2B Forum blog. B2B Forum returns to Boston this November. If you’d like to join the career-boosting fun, B2B Forum 2025 tickets are available online now.
👉 mprofs.com/youtube2025

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