# Understanding the B2B Consumer

- **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 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. The Five Modern B2B Buyer Personas
3. Self-Serve vs Sales-Led
4. The Remote, Data-Driven Buyer
5. What This Means for Account-based Marketing

## 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/understanding-the-b2b-consumer
Updated: 9 October 2026
Published by Hat IQ (https://www.hatiq.org).