# Meet the B2B Trailblazers & Decision-Makers

- **Level:** beginner
- **Language:** en-AU
- **Price:** Free
- **Access tier:** Free
- **Instructors:** [Joana Inch](https://www.hatiq.org/speakers/joana-inch)
- **Published:** 15 April 2026

## About this course

This course explores the human dynamics behind modern B2B buying, unpacking the roles of influencers and decision-makers within complex buying committees. It examines how Gen Z shapes discovery, trust, and internal advocacy, while Millennials drive decisions through expectations of clarity, speed, and measurable ROI.

## Syllabus

1. Meet the B2B Trailblazers & Decision-Makers
2. Gen Z — The New Influencers
3. Gen Z: Ethics, Authenticity & Trust
4. Millennials: Your New Decision-Makers
5. ABM Application: Influence Both Generations

## Instructors

- [Joana Inch](https://www.hatiq.org/speakers/joana-inch) — Lead instructor (Head of ABM & Automation, Hat Media)

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Canonical page: https://www.hatiq.org/courses/course-3-meet-the-b2b-trailblazers-decision-makers
Updated: 9 October 2026
Published by Hat IQ (https://www.hatiq.org).