234 - Why Millennials are Redefining Tech Buying Behavior — Ultimate Partner®

Jay McBain Joins Ultimate Partner®

In today’s episode, we revisit a conversation with a special guest, Jay McBain, Chief Analyst at Canalys. Jay McBain is an accomplished speaker, author, and innovator in the IT industry. Named Channel Influencer of the Year by Channel Partners Magazine, Top 40 Under Forty by the Business Review, Channel A-List by CRN, Top 8 Thought Leader by Channel Marketing Journal, Top 20 Visionary by ChannelPro, Top 25 Newsmaker by CDN Magazine, Top 50 Channel Influencer by Penton, Top 100 Most Respected Thought Leader by VSR Magazine, Global Power 150 by SMB Magazine, and Top 250 Managed Services Executives by MSPmentor.

Jay joins our host, Vince Menzione, for an enlightening discussion. Together, they navigate the ever-evolving landscape of the technology industry, covering diverse topics such as changing market dynamics, the transformative influence of generative AI, and the digital-first mindset adopted by millennial buyers. Join us as we uncover invaluable insights into business strategies, partnership dynamics, and marketplace trends. Whether you’re a CEO, industry professional, or tech enthusiast, this discussion promises to be intellectually stimulating and enlightening. Don’t miss this opportunity to better understand the modern tech ecosystem.

What You’ll Learn From This Episode

0:00 – Millennials as the New Buyer

2:35 – Understanding the New Buyer’s Behavior

5:08 – The Role of Ecosystems and Marketplaces

7:25 – The Death of the Cookie and the Rise of Second-Party Data

12:42 – The Future of Partnering and Marketplaces

16:47 – The Importance of Customer Obsession and Partnership Skills

https://youtu.be/xe9MTL6krak?si=hs3NmzLPis8MiYhD

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Ultimate Partner LIVE – Executive Summit ’24 – Now OPEN! Take Advantage of Early Bird Pricing – Ultimate Partner LIVE ’24

I’m thrilled to announce the Ultimate Partner LIVE Executive Summit 2024, which will be held in Dallas, TX, on October 22nd and 23rd!

This year’s summit promises to be bigger and better. It will be an immersive experience bringing together over 300+ partners across ISVs, LSPs, and SIs. Join us for two days of insightful discussions, hands-on workshops, and unparalleled networking opportunities with industry leaders and Microsoft executives.

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Transcript (Generated by Otter A.I. – Please Excuse Any Typos)

Jay McBain 0:00

And that leads to marketplaces. Yes, they’re okay buying seven layers to solve a problem. No one wants to buy this all you can eat. You know, best in class, end to end. Platform. I’m okay building layers to my outcome.

Per Werngren 0:00

I think you shouldn’t be just in one community. It will enrich in you and will enrich the other communities. If you are engaged in multiple communities, yes, and multiple communities means that you will get more business opportunities.

Mike Gervais 0:18

Microsoft’s purpose is in service of your purpose. And again, 2024 is the year that pa