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In partnership with linkedin

Breakfast Briefing:
The B2B buying group is changing.

Sales + Marketing must adapt
Dates:
Melbourne
Tue, 26 May
LinkedIn, Southbank
Sydney
Wed, 27 May
LinkedIn, Martin Place
Time:
8:30 - 10:00 am
 
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In partnership with linkedin

Why this breakfast briefing, why now?

Three seismic shifts are colliding, driven by changes in buyer behavior:

  1. Millennial/Gen Z buyers now dominate B2B decisions with digital-first expectations
  2. AI tools let them research complex solutions independently – they then engage sales earlier to understand AI capabilities within vendor offerings
  3. The rise of buyer indecision with increased buyer friction

Green Hat's APAC B2B Buyer Research 2025 confirms: buyers move faster through AI-aided research and then need sales teams who can speak their language about AI functionality.

LinkedIn’s paper, “How to win mindshare in the GenAI Race" provides insight on how to get your business on the shortlist – creating a clear window for those who adapt first.

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What our research shows.

There are four priorities CMOs need to get right to win in B2B

Today’s buyers are more self-directed, AI-assisted, and group-led. To influence selection, CMOs need to help buying groups move forward with confidence.

Win the shortlist

Show up early with a brand that is visible, credible, and easy to evaluate.
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Engage the full buying party

Use ABM to reach decision-makers, influencers, and stakeholders across the account.
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Publish content for selection

Help buyers compare options, reduce risk, and build confidence with the right content.
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Measure what moves buyers

Shift from MQLs and clicks to metrics that track journey progression.
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What we'll explore together

In this conversation:

  • The new buying dynamic:
    How Millennial/Gen Z + AI reshape research patterns and sales engagement timing 

  • Latest APAC buyer data:
    What buyers reveal about AI research acceleration + earlier vendor conversations

  • Latest Sales + Marketing realignment:
    How leading organisations orchestrate around AI-informed buyer journeys

  • The evolution of Scenario-Based Selling:
    How high-performing sellers today can predict buyer movements and provide guidance through complex buying stages to achieve buying consensus

Your takeaways

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Data-driven clarity

on AI + generational shifts in APAC B2B buying

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Practical framework

to map buying groups + their AI research patterns 

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Cross-functional alignment tools

for earlier, higher-quality sales conversations 

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Peer network

of executives solving identical challenges 

Your hosts

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Stuart Jaffray

Managing Director
Green Hat

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Madeleine Jeffreys

Head of Scaled Agency, ANZ
LinkedIn

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Special Guests

Sydney

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Lauren Purcell


Head of Platforms and Investments Marketing
AMP

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Harry Georges

Head of National Sales
AMP

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Melbourne

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Kitty Zhao

Head of Marketing
Henkel 

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Matt Greaves

General Manager 
Henkel

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Reserve your place – limited seats.

Melbourne:
Tue, 26 May
LinkedIn, Southbank
Sydney:
Wed, 27 May
LinkedIn, Martin Place
Time:
8:30 – 10:00 am
Breakfast briefing
Format:
In-person
Facilitated executive discussion
 

Registrations close Sunday, 24 May (or earlier if capacity reached). 

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