Dive Brief:

• Google's VP of U.S.. Sales and Service Jim Lecinski explained at BMA15 -- an annual conference held by the Business Marketing Association -- that marketers need to "change our game" to reach millennial B2B buyers. 
• Millennials in B2B buying decision positions have grown from 27% in 2012 to 46% in 2014.
• Lecinski offered up some tips for reaching millennials that spanned from moving pieces of websites to where millennials already are and creating a mobile-first experience to developing a digital-ready product portfolio. 

Dive Insight: 

Lecinski's talk to marketers carried an overall theme: reach millennials where they already are. That means the places they are already searching, the devices they are already using and the medium they are already on. Citing as an example a TV spot called "Woo Woo" for Adobe Marketing Cloud, he pointed out millennials are sometimes a step ahead of the B2B decision makers, calling marketers to consider what their efforts are doing.

Marketers may think social media is the best avenue to reach this connected generation, but in fact, according to a recent survey, only 19% of B2B buyers felt social media helped them in the discovery process. While this study didn't extract millennials specifically, Lecinski's point rings true: B2B buyers need to shift gears, and focus on the areas where their clients are.