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Recently, I met with a new CMO of a large B2B analytics company. We were discussing the ways data can be “spliced”– and how the opportunities can be overwhelming for marketers. It made me think about today’s modern tech marketer and what they are faced with, daily. They are asked to synthesize and analyze mountains of customer data like never before, and demonstrate continuous impact on buyers at every stage of the pipeline – and then embrace the experience post-purchase.

The workforce will soon consist of four different generations of tech users and buyers: Baby Boomers, Gen X (Slackers), Gen Y (Millennials) and Gen Z (born in the 00’s). Considering this, a marketer, whether you're focused on B2B or B2C (or B2B2C), will have to address each generation's preferences when developing campaigns, while identifying specific goals for success.

Consider each segment and their content consumption habits:

The modern world has never seen a workforce more generationally diverse. Seeing three generations of employees working side-by-side at a company is not at all unusual. However, this presents challenges in any workforce, but especially in a professional services (agency-client) setting. Often, a client can be much older or much younger than members of agency team. And while it can be challenging, I am always entertained when I see this and the communications differences that occur as a result.