Over the past two years, there's been a dramatic shift in the B2B researcher demographic. Back in 2012, there was a pretty even mix across age groups. In 2014, however, 18- to 34-year-olds
accounted for almost half of all B2B researchers, an increase of 70%.

Today, Millennials (35 and under) are the largest generation in the workforce. Here's a few important things to know about the typical Millennial:

• They're exclusively digital - no "files" or "folders"
• They don't "print" things (in fact they prefer video)
• They don't save things - either on their computer or in their mind. They've been trained to search.
• They expect to access information and gain skills "on demand" not by studying or taking courses

70% of B2B buyers and researchers are watching videos throughout their path to purchase. That's a 52% jump in only two years. And it's not just light viewing. According to U.S. YouTube data, over 895K hours of some of the top B2B videos from brands were watched in 2014 . Nearly half of these researchers are viewing 30 minutes or more of B2B-related videos during their research process, and almost one in five watch over an hour of content.

What does this mean for companies in a B2B market? It means they need to provide content in a digital-first format to attract and retain customers and employees.

Additionally, they will need to capture important corporate knowledge from "boomers" before they retire.