Understanding the B2B Consumer

Name: Understanding the B2B Consumer
Availability: InStock

FREE

BEGINNER

Taught by Joana Inch

Published 15 April 2026 · Updated 9 October 2026

13 min

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Key facts

Duration: 13 min
Delivery: Online
Level: Beginner
Price: Free
Certificate: No certificate
Language: English (Australia)

About this course

This course provides a structured understanding of how the B2B consumer has fundamentally evolved and what that means for modern go-to-market strategy. It examines the shift towards digital-first, self-directed buying, the emergence of behavioural personas, and the increasing complexity of multi-stakeholder decision-making, before translating these changes into practical implications for Account-Based Marketing.

Syllabus

1. The B2B Consumer Has Fundamentally Changed

2 lessons · 3 min

2. The Five Modern B2B Buyer Personas

1 lesson · 3 min

3. Self-Serve vs Sales-Led

1 lesson · 3 min

4. The Remote, Data-Driven Buyer

1 lesson · 3 min

5. What This Means for Account-based Marketing

2 lessons · 2 min

Instructor

Joana Inch

Head of ABM & Automation, Hat Media

Lead instructor

Ready to get started?

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0 learners enrolled