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In partnership with linkedin

Roundtable:
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 roundtable, why now?

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

  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 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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Kitty Zhao

Head of Marketing
Henkel 

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Harry Georges

Head of National Sales
AMP

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Matt Greaves

General Manager 
Henkel

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Event details

Sydney:
Wed, 27th May
LinkedIn, Martin Place
Melbourne:
Thues, 26th May
LinkedIn, Southbank
Time:
8:30 – 10:00 am
breakfast roundtable
Format:
In-person
facilitated executive discussion

Reserve your place – limited seats.

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

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