Today’s B2B buying groups are bigger, more networked, and increasingly led by digital natives. In Forrester’s Buyers’ Journey Survey, 2025,  64%  of business buyers (manager level and above) were Millennials or Gen Z. These buyers bring B2C expectations into B2B, do far more self-guided research, and have less patience for generic outreach — creating a measurable gap between how most organizations market and sell and how modern buying groups buy.   The recently published report,  OK, Boomers And Digital Natives, Let’s Talk B2B Buyer Behavior Changes , highlights two breakpoints created by digital native behavior. First, many modern buyers form opinions  before  engaging sellers  — which forces sales to “catch up” to an educated buyer who may already have a shortlist.…