Breakfast Club: Who Really Shapes B2B Buying Dynamics?

In B2B buying, the visible structure – personas, titles and formal decision authority – only tells part of the story. The real momentum often builds beneath the surface.

On paper, organisations map neatly – economic buyer, technical buyer, user buyer. Each comes with defined responsibilities and influence.

But in practice, buying dynamics are shaped by tension between these archetypes.

The CFO may hold budget authority, yet be guided by a transformative CIO or influenced by a cautious COO. Likewise, end-users – often overlooked – can quietly derail adoption if their needs are not met.

Power, therefore, is not static – it’s situational. In reality, investment is shaped by a shifting group of stakeholders, each bringing different priorities, pressures and perceptions of risk.

This Breakfast Club by Moxie Insights hosted the most authoritative leaders in business and technology marketing to understand attribution, influence and the hidden forces at play in B2B buying.

Breakfast Club is designed to bring intelligent debate to life through open and deep discussion – engaging an influential audience with informed analysis, strategic opinion and executive guidance.

Key questions answered in this Chatham House Rules discussion:

• How to navigate buying decisions that are less visible, less linear and less attributable?
• Should marketing be differentiated by persona vs. power?
• If yes, where’s the line between buyer archetype and decision authority?
• What’s the true value of marketing in complex buying decisions?
• What capabilities must marketing develop to better support trust transfer?

View Breakfast Club by Moxie Insights in photos: