Millennial Tech Buyers Care More About Relationships: Spiceworks Survey

Millennial tech buyers are more brand-loyal than previous generations, according to this study from Spiceworks. Everyone rates trust as the most important purchase consideration (84% for Millennials and 83% for Baby Boomers), but Millennials care more about relationships (60% vs 51%) and previous experience with a brand (34% vs 17%). The study also compares approaches to business and personal purchases – innovation, style, and price are more important for personal items, while support, ease of use, compatibility, security and brand reputation matter more when buying for the business. Alignment on political and social issues ranks at the bottom for both purchase types, although it plays a larger role in personal decisions (19%) than business (9%).

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Cisco Buys B2B Data Compiler Accompany for $270 Million

May 3, 2018

Cisco is paying $270 million for Accompany, which uses AI to build profiles of business decision makers and map their connections. They’ll integrate the data with their collaboration products, most notably WebEx. The deal may be more about AI talent than data: Accompany founder Amy Chang, who sat on Cisco’s board until the purchase, will take charge of Cisco’s collaboration business. Total funding for Accompany was $40.6 million.

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Bombora Offers B2B Ad Targeting and Personalization Based on Content Consumption

June 2, 2023

Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed.   It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization.  This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.

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