Understanding
B2B Buyer Journeys.

Green Hat recently partnered with 6sense to produce the APAC B2B Buyer Journey Research Report 2024. From a survey of 733 organisations in APAC, we unearthed ground-breaking new insights into the B2B buyer journey.

For example, did you know that 82% of buyers have mostly defined their requirements before they contact the seller? Or that the average buyer journey lasts 13 months from start to finish, with sellers only contacted after 9.5 months? Our research shows that with so much information now available at the touch of a button, the buyer is now well and truly in control.

In this webinar, we explain how in this new climate, brand reputation, messaging and thought leadership have become more important than ever.

Our speakers bring a wealth of experience in this topic:

• Kerry Cunningham – Head of Research and Thought Leadership at 6sense and ex VP/Principal Analyst at Forrester. Kerry was a key part of the research team for our report on buyer journeys. He has authored and co-authored a wide range of models and frameworks for SiriusDecisions and Forrester (including the B2B Revenue Waterfall) and is a regular keynote speaker on the B2B conference speaking circuit.

• Fraser McNaughton – Chief Marketing Officer at Grant Thornton Australia and APAC President of ICON. Fraser has over 20 years experience in the professional services, financial markets, insurance and digital media industries. He’s passionate about improving client interactions as a way to boost brand loyalty in a changing B2B landscape.

• Tanya Mas, Vice President Marketing, Korn Ferry. Tanya leads global marketing transformation that integrates digital marketing strategies with overarching business goals. She developed and executed an intent-based marketing strategy that significantly improved customer acquisition and retention, increasing Korn Ferry’s market share.

• MC: Shawn Low – Singapore Country Manager at Green Hat. Shawn’s varied career has seen him co-found a travel tech startup in London, lead social, digital and content strategies for blue-chip brands, and he’s currently driving strategic, account-centric B2B programs at Green Hat. As well as travelling the world, Shawn is also passionate about cutting edge tech such as AI and blockchain.

Key Takeaways

• Don’t force it – buyers will only reach out when they are ready, typically 70% of the way through a buying journey that could be 10+ months long, so stop trying to blitz them into engaging.
• Are MQLs the right metric? Marketing will need to work closely with sales to ensure that there is the right level of content, nurture and opportunities to build value and trust (not forcing a meeting or demo) across the first 70% of the buying journey – this will accelerate deal velocity when the buyers are moving into the final 30% when they are ready to buy.
• The importance of brand – 49% of the buying party are ‘hidden buyers’ for whom brand, trust and reputation matter more than features and functions. Do you know who these hidden buyers are?
• Again, the importance of brand – The research shows that buyers already know the brands when putting together their shortlist – so make sure your brand efforts keep you top of mind.