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Podcast: What It Means: A Forrester Podcast
Episode: How B2B Firms Can Win With Younger Buyers
Description: Millennials and Gen Zers now comprise nearly two-thirds of B2B buyers. These younger buyers approach the buying process differently from their older counterparts — and they have higher expectations of vendors. This week on What It Means, VP and Principal Analyst Barbara Winters explains how B2B companies can effectively navigate the shift.