About Us

Laser Focus World is an industry bedrock—first published in 1965 and still going strong. We publish original articles about cutting-edge advances in lasers, optics, photonics, sensors, and quantum technologies, as well as test and measurement, and the shift currently underway to usher in the photonic integrated circuits, optical interconnects, and copackaged electronics and photonics to deliver the speed and efficiency essential for data centers of the future.

Our 80,000 qualified print subscribers—and 130,000 12-month engaged online audience—trust us to dive in and provide original journalism you won’t find elsewhere covering key emerging areas such as laser-driven inertial confinement fusion, lasers in space, integrated photonics, chipscale lasers, LiDAR, metasurfaces, high-energy laser weaponry, photonic crystals, and quantum computing/sensors/communications. We cover the innovations driving these markets.

Laser Focus World is part of Endeavor Business Media, a division of EndeavorB2B.

Laser Focus World Membership

Never miss any articles, videos, podcasts, or webinars by signing up for membership access to Laser Focus World online. You can manage your preferences all in one place—and provide our editorial team with your valued feedback.

Magazine Subscription

Can you subscribe to receive our print issue for free? Yes, you sure can!

Newsletter Subscription

A Laser Focus World newsletter subscription is free to qualified professionals:

The Daily Beam

Showcases the newest content from Laser Focus World, including photonics- and optics-based applications, components, research, and trends. (Daily)

Product Watch

The latest in products within the photonics industry. (9x per year)

Bio & Life Sciences Product Watch

The latest in products within the biophotonics industry. (4x per year)

Laser Processing Product Watch

The latest in products within the laser processing industry. (3x per year)

Get Published!

If you’d like to write an article for us, reach out with a short pitch to Sally Cole Johnson: [email protected]. We love to hear from you.

Photonics Hot List

Laser Focus World produces a video newscast that gives a peek into what’s happening in the world of photonics.

Following the Photons: A Photonics Podcast

Following the Photons: A Photonics Podcast dives deep into the fascinating world of photonics. Our weekly episodes feature interviews and discussions with industry and research experts, providing valuable perspectives on the issues, technologies, and trends shaping the photonics community.

Social Media

Bluesky • Facebook • Instagram • LinkedIn • YouTube

Meet the Laser Focus World Team

Editorial

Sales

Editorial Advisory Board

  • Professor Andrea M. Armani, University of Southern California
  • Ruti Ben-Shlomi, Ph.D., LightSolver
  • James Butler, Ph.D., Hamamatsu
  • Natalie Fardian-Melamed, Ph.D., Columbia University
  • Justin Sigley, Ph.D., AmeriCOM
  • Professor Birgit Stiller, Max Planck Institute for the Science of Light, and Leibniz University of Hannover
  • Professor Stephen Sweeney, University of Glasgow
  • Mohan Wang, Ph.D., University of Oxford
  • Professor Xuchen Wang, Harbin Engineering University
  • Professor Stefan Witte, Delft University of Technology
My Watchlist
Indicators
Industrial Laser Index
Markets
Stocks
ETFs
Tools
Markets:
Overview
News
Currencies
International
Treasuries

Forrester: Generational Shifts Are Disrupting Traditional Business Buying Behaviors And Necessitate Reevaluating Go-To-Market Strategies

By: via Business Wire

Millennial and Generation Z buyers are more demanding, with 90% citing dissatisfaction with their vendors

According to Forrester’s (Nasdaq: FORR) Younger Buyers Have Changed The Business Buying Landscape report​, Millennials and Gen Z constitute 64% of business buyers, with Millennials making up more than half of all business buyers. These younger buyers are more demanding, engaging in more buying activities, and more willing to express their dissatisfaction with the buying process. These changing buying behaviors, combined with continued economic uncertainty and tighter budgets, necessitate that sales and marketing leaders adapt their go-to-market strategies.

The results reveal broad patterns among business buyers on a global scale across industries such as finance, high tech, manufacturing, and retail. In addition to studying generational differences in buying, the research examines how different B2B buyer personas such as tech, sales and marketing, HR, and procurement leaders interact throughout the buying cycle, their most relevant interaction types, and their preferred route to purchase. Key insights from the research include:

  • Younger buyers carry new demands and expectations for B2B buying. Given their digital savviness, younger buyers are more likely to use self-serve transaction channels than their older counterparts. They are pushing vendors to a variety of self-serve transaction channels, including external marketplaces, app stores, vendor websites, and even through existing products.
  • Millennials and Gen Z buyers are active information seekers. While there are many similarities in the way business buyers gather information across all ages, younger buyers go to more sources and find third-party resources more impactful than vendor resources.
  • This group is quicker to express dissatisfaction with the buying experience. Younger buyers are more demanding, with 90% citing dissatisfaction with their vendor in at least one area compared to 71% of older buyers.

“Generational shifts in the workplace are turning the business buying process on its head,” said Amy Hayes, vice president and research director at Forrester. “Lack of understanding about Millennial and Gen Z buying behaviors can adversely affect providers’ ability to reach, engage, and ultimately win these buyers over. Forrester’s annual Buyers’ Journey Survey is one of the largest and most comprehensive in the world and reveals compelling insights about buying behaviors to help firms evolve their go-to-market strategy to be in lock step with their buyers’ preferences.”

Resources:

About Forrester

Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We help leaders across technology, customer experience, digital, marketing, sales, and product functions use customer obsession to accelerate growth. Through Forrester’s proprietary research, consulting, and events, leaders from around the globe are empowered to be bold at work — to navigate change and put their customers at the center of their leadership, strategy, and operations. Our unique insights are grounded in annual surveys of more than 700,000 consumers, business leaders, and technology leaders worldwide; rigorous and objective research methodologies, including Forrester Wave™ evaluations; 100 million real-time feedback votes; and the shared wisdom of our clients. To learn more, visit Forrester.com.

Contacts

More News

View More
Eli Lilly Stock Soars on Trump Tariff Hopes and Pfizer Deal
Via MarketBeat
Topics Government World Trade
Tickers LLY PFE
3 Exceptional Stocks to Build Long-Term Wealth
Via MarketBeat
Topics Economy
Tickers ABBV COST RKLB
Insider Sales Jump at Broadcom and CoreWeave: Red Flag Ahead?
Via MarketBeat
Topics Artificial Intelligence
Tickers AVGO CRWV NVDA
Marvell Insiders Buy Shares—Should Investors Follow Suit?
Via MarketBeat
Topics Artificial Intelligence
Tickers MRVL NVDA ORCL
Trump’s Drug Price Cuts: Boom or Bust for These 3 Pharma Giants
Via MarketBeat
Topics Government Supply Chain World Trade
Tickers JNJ LLY PFE
Stock Quote API & Stock News API supplied by www.cloudquote.io
Quotes delayed at least 20 minutes.
By accessing this page, you agree to the following
Privacy Policy and Terms Of Service.