Singapore – New research from independent B2B marketing agency Green Hat, in collaboration with 6sense (USA), has revealed that business-to-business (B2B) buyers across the Asia-Pacific region are accelerating their purchasing timelines and engaging with vendors earlier than before.
The report attributes the shift to a combination of artificial intelligence (AI), economic pressures, and the influence of younger, digitally native buyers who are reshaping traditional purchasing behaviour.
According to the study, B2B buyers in APAC are now contacting sellers at around 60% of the buying journey—roughly 12 weeks earlier than in 2024—reversing a trend of delayed engagement that has lasted nearly two decades. The report also found that AI is prompting earlier vendor discussions, with 58% of buyers globally engaging sellers sooner to clarify questions on AI capabilities, data security, privacy, and cost.
The study also found that ongoing economic uncertainty is compressing buying cycles, reducing them from 13 months to 11. The average size of buying groups has also decreased to around 11 members, with fewer relying on consultants—falling from 77% to 56% year-on-year.
Despite faster and leaner buying processes, the report highlights that the vendor leading at the end of the selection phase wins 76% of the time, underscoring the importance of brand visibility early in the journey.
The findings suggest several strategic priorities for B2B marketers, including rebalancing budgets from demand generation toward brand building, improving search visibility through GEO, AEO, and SEO, and increasing adoption of account-based marketing (ABM). Only 55% of APAC organisations currently use ABM, compared to 77% in the US.
The report also stresses the need for CMOs and C-suites to adapt to a transformed buying landscape led by digital natives, requiring new engagement models that align marketing and sales around both selection and validation phases.
“The stakes are high. B2B marketing is transforming. APAC B2B buyers are digitally native, better informed, and under more pressure than ever before,” said Stuart Jaffray, managing director at Green Hat. “For CMOs, this means a fundamental shift and an opportunity – 76% of the time the winning vendor is selected prior to the buyer speaking to Sales. It is Marketing’s role to ensure that their brand is the at the top of buyer’s shortlist.”
