In industrial marketing, we’re standing squarely at a generational crossroads.

On one side, digital natives – Millennials and Gen Z – are rising through the ranks, often shaping research, vetting vendors, and influencing purchasing decisions. On the other side? Boomers still command the largest share of buying power and often make the final call. When it comes to purchasing decisions, manufacturers typically have 2-3 people who can cross multiple generations.

Too many marketing campaigns ignore this dual reality. Budgets are allocated either to digital or traditional tactics. If your marketing strategy isn’t intentionally balancing both, you’re missing a segment of the market and leaving revenue on the table. That’s where generational marketing is vital – strategically connecting audiences across age groups.

The Boomer Factor: Aging Out, But Still Holding the Purse Strings

While Boomers are retiring at a steady pace, they still hold high-level positions and possess substantial purchasing power. In industrial sectors, they often hold VP titles, C-suite roles, and institutional knowledge that newer professionals still depend on.

Boomers aren’t anti-digital, they’re just digital skeptics. They’ve seen enough marketing fluff to know what’s real and what’s hype. They value relationships, experience, and a trusted name.

That means tactics like:

• Trade shows, plant visits, and printed spec sheets
• Referrals
• Personal sales calls
• Trade advertising
• Video

Many of these tactics fall under brand awareness, which is half the marketing success equation. A prospect will be a warm lead if they’ve heard of your company. Some traditional tactics have lost favor to measurable digital strategies. It’s critical that some or all these tactics be integrated into a broader generational marketing strategy.

Digital Natives: Mobile-First and Information-Hungry

On the other end, Millennials and Gen Z professionals are shaping how companies evaluate vendors. They often have short attention spans, don’t want to “talk to sales”, they self-educate us, compare options, and see social proof using online tools. They grew up with the Internet and that’s their comfort zone.

This group responds to:

• Searchable educational content
• Social media
• Fast websites, with a good user experience and strong SEO
• Case studies, testimonials, positive reviews
• Video

To them, brand trust is established digitally, not over a handshake. That’s why generational marketing must adapt messaging and channels to different preferences without losing brand consistency.

You Need Both Halves of the Equation

Brand awareness is an important half of the equation. It creates familiarity, trust, and clarity across generations. Lead generation is about meeting the markets where they are and creating messages that resonate with each generational group.

The most successful generational marketing strategies for manufacturers:

• Pair digital content with offline brand awareness for credibility
• Sync account-based marketing with real-world outreach
• Build a brand that feels established and consistent, whether it’s on a trade show floor or a mobile screen
• Integrate marketing and sales activities

How Gotham Bridges the Generational Divide

The most successful marketing campaigns begin with a strategic plan that we believe in integrates the best of both worlds:

• Old-school tactics that feel personal, authentic, and proven
• New-school digital channels that are measurable, scale reach and relevance

We build generational marketing systems that help your brand speak fluently to both audiences without diluting its message.

Ready to Reach the Whole Market?

Let Gotham help you build a marketing engine that honors the legacy of your industry, while equipping you for the next generation of buyers. Generational marketing isn’t just a buzzword, it’s your growth path.

 Contact us to learn more.

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