Dentsu, a key partner to top organizations, published the largest global B2B buying behavior study for the fourth year. The Superpowers Index, based on 14,000+ buyer interviews and 25,000+ buying experiences, offers insights into B2B decision-making drivers and ways to enhance the buyer journey for business impact.
The research launches as dentsu’s B2B expands globally. Dentsu B2B fosters growth by merging marketing, IT, and sales for brands to excel. This evolution from Merkle B2B enhances capabilities within dentsu, ensuring global alignment and local impact.
In Asia Pacific, Kiaran Geen leads dentsu B2B, advancing innovative solutions and growth. His leadership strengthens dentsu’s B2B capabilities, achieving impactful results for clients.
The 2021 Superpowers Index simplifies brand assessment with a single metric, aiding businesses in refining strategies for superior outcomes through comprehensive insights.
- Brand building has jumped from the fifth priority in 2023 to the number one priority in 2024
- The number of brands considered as part of B2B buying journeys is up 62% since 2021
- Average decision time has increased 54 days since 2021. The estimated value to the world economy of these delayed B2B opportunities is approximately $1.9tn
- Only around two in five business were highly satisfied with the brand they chose in tailoring their offering to fit their needs, and these scores have shown no sign of improving since 2022
- A 10-point increase in the proprietary Superpowers Index Score results in a 14% average uplift in the dollar value of each opportunity
dentsu B2B introduced specialty capabilities, alongside the Superpowers Index, to revamp B2B marketing and sales strategies through the dentsu B2B growth engine.
Marketing For Growth — This growth framework leverages both technology enablement and marketing services to accelerate business expansion. By integrating advanced technology with strategic marketing efforts, businesses can achieve scalable growth and enhanced market presence.
Intelligent ABX — By harnessing the power of artificial intelligence, Intelligent ABX revolutionizes account-based management initiatives. This solution empowers clients to transform their approach, ensuring more effective targeting and engagement with key accounts, ultimately driving better business results.
Brand to Demand Advertising — Focusing on a full view of the customer, this solution seamlessly integrates brand and demand generation efforts to enhance B2B performance. By aligning these critical elements, businesses can create a cohesive strategy that maximizes brand impact and drives demand, resulting in sustained growth and success.
Sales Enablement — Designed to propel B2B leaders into the future, Sales Enablement focuses on driving commerce and enhancing customer experience. This solution helps businesses improve revenue by optimizing their sales processes and delivering exceptional customer journeys.
“Five years ago, Merkle B2B was launched to provide integrated solutions to B2B customers across media, customer experience and creative. Today’s expansion into dentsu B2B marks a real opportunity for the team to drive further innovation for our clients, creating real business outcomes for our clients that help their growth and generate real impact,” said Kiaran Geen, President APAC, dentsu B2B.
“Every company in the world is a B2B company in some capacity and we can harness that opportunity to be a true innovation partner for clients, leveraging our globally connected capabilities across business transformation, media, creative, CXM, commerce, data and technology to drive impact,” he added.
Patrick Hounsell, President dentsu B2B said, “The Superpowers Index provides a framework for driving client growth by benchmarking performance across the 30 decision drivers, pinpointing improvement opportunities and measurement and gives a comprehensive look at the evolving landscape of B2B marketing year over year. The research allows us to target and refine our dentsu B2B capabilities to the needs of global clients across markets. Our goal is to provide B2B brands with the tools and insights they need to connect their marketing, IT, and sales efforts more effectively and these solutions represent a significant leap forward in our commitment to driving B2B success.”
Read the full Superpowers Index here.
