Not all buyers are the same, especially when it comes to their buying habits. If you start with a customer-centric approach, you need to segment your message, creative, brand, and buyer's journey by age because different generations behave differently. This B2B International study has some interesting findings; here is what jumped out to me: • Email is a preferred channel by all generations, and specifically by 60% of Boomers and only 54% of Millennials • Research Time:

I’ve heard the comment a million times when people talk about a company’s brand. They always talk about the logo, color, font, website, images, and other aspects you can ‘see.’ That is not your brand. Your brand is the experience people have when they interact with your company. What are your values? What is your personality? How do you treat your customers and employees? What is important to you? What is your ‘purpose?’ Answering these questions will start you down the path