NOILIQ3202SuperpowersINDEXAUNIQUEPERSPECTIVEONTHEB2BBUYERANDTHEDIFFERENCEBETWEENWINNINGANDLOSINGdentsuB2B
ForewordWe admit it-we are obsessed about B2B buyers and what drives themFourvears aga, we started ajourey to understand the B2B buver better, asking B2B buversabout theirecent purchase experiences We wante d to underst and what was making the difference between winningve'vebeencollectina that data now for four vearsCovering over25.000 brand experiences. webelieveThe Superpowers Indexis the largest ever systematic study of B2B buying behaviour globally.me much more than a piece of research tous. The Superpowers data powers twodia planners and experience designersusemark theirperformance inthe B2B buyer joumeynd building the ever-narrowing gap betweThisreport has some of the big headlines from The Superpowers Index We'll be sharingmuchmore overdentsu
The largesteverglobal studyof B2B,Superpowersbuying behaviourINDEXWesetout to understand...Todo that,weinterviewed.THEDRIVERSBEHINDB2B3.528BUYINGDECISIONS.B2BBUYERSGLOBALLYwhatmakesthe differencebetween winning and losina(~14ksince2021)THEB2BBUYINGJOURNEYWho's involved and what makes,About...a difference to them at6.539each stage.COMMERCIALIMPACT.B2BBRANDHow improving thebuyingEXPERIENCESexperience drives commerciallACROSS4INDUSTRIES(25kB2Bbrandexperiencesoutcomes.in the full datab ase)dentsu
How TheSuperpowers Index worksWeconnect thiswithcommerdialEachyear,wesurveyB2Boutcomessizeofthededl,Weidentify the factorsthat,dedisionmakersandaskmakethebiggestdifferencepropensity to re-purchase,themindepthaboutrecentetween winning and losingerationforothercategories,buying experiencesloyalty met rics etcMAPRECENTB2BPURCHASEJOURNEYIDENTIFYTHE'HIGHIMPACT’MONITORTHECOMMERCIALFACTORSBRANDEXPERIENCESDECISIONDRIVERSdentsu
Superpowers helps us look at B2B buyingfrom multiple perspectivesMARKETTRENDSINDUSTRYTRENDSAnd thitsyeor. for the forst time,w canWhatarethebigshiftsIncludingperformancemeasure theperformanceofindvidualyear-on-yearinbuyerprioities?uperpowersscorebrandswiththe Suacross the buyer journeyfdfierenttrot77.66877.277.2202576.976776.558.62021202220232024
HowareB2B brands doingBETTEREXPERIENCES,BIGGERDEALSIat meetingbuyerneeds?Aten-point improvementINTRODUCINGTHESUPERPOWERSINDEXSCOREScorecorrelcupliftinthedollarvalueofanFor this year's study we've created an Index score: A single metric that capturesopportunity,onaverage.overall brandexperience.The IndexismeasuredfromQ-10, weighted acording to abrand'sdelivery onthemost important decisiondrivers.The Index also tokesoccount ofcultural foctorsto ensurethe scoreis comparoblebetween countries, industries and company profles.ProportionmeetingthisGrodeSPIndexScorestandardin2024WE'VEMEASUREDPERFORMANCEExceptional>9015%FOROVER120VeryStrong85-90NAMEDB2BBRANDSIN2024Strong80-85Average70-80嘻Paor60-7017%VeryPoor<6022%dentsu
Better B2B experiences deliver top line impactQur research sho ws a stron g corelation between a beter buying expernience- mecsured by strongperformance on the top decision drivers for B2B buyers - and commercial impactTHEIRSALES...
