Somewhere this morning you stepped on a company's name — cast in iron, stamped into the street, poured by a firm that's been making metal for a century and has never needed marketing. That era just ended, quietly: 71% of B2B buyers are now millennials and Gen Z, they're 70% through the decision before any rep hears about it, and the spec gets won in a search box. Here's the space, the new buyer, and the demand playbook — including the century of unpublished answers these companies are sitting on.