Research Breakfast Briefing: B2B buying has changed. Has your marketing model?

Join us for breakfast to hear the findings from our new 2026 APAC B2B Buyer Journey Research, a study of 512 B2B organisations across Australia, Singapore, India, Hong Kong and Malaysia. It explores how buying decisions are made, who is involved, the role of AI and how buyers engage with vendors across three stages: Latency, Selection and Validation.

B2B buying decisions now draw in more people, more independent research and more internal debate. Buying groups form views of vendors long before they make contact, and the stakeholders who shape the outcome are not always visible. For marketing and sales leaders, that makes buying decisions harder to understand, influence and support.

These are the dynamics our latest research sets out to explain. It maps how buying groups move from early familiarity to a final decision, and what that means for how marketing and sales engage them. One finding stands out: 58% of buyers say gaining agreement to invest is harder than choosing the vendor.

This is an executive breakfast with limited seats in Melbourne and Sydney. Register early to secure your place.

The 512 B2B research respondents had participated in an organisational purchase worth more than US$25,000 annually within the previous two years. Respondents were located in Australia, Singapore, India, Hong Kong and Malaysia and represented a mix of organisational sizes, industries, purchase types and buying roles. Questions covered buyer experience, category knowledge, AI use, buying-group composition, vendor evaluation, seller engagement and evaluation activities. The report uses APAC data extracted from the global study conducted by our research partner 6sense Insights Inc (USA).