The Superpowers Index
The largest ever global study of B2B buying behaviour.
We admit it – we are obsessed about B2B buyers and what drives them.
Four years ago, we started a journey to understand the B2B buyer better, asking B2B buyers about their recent purchase experiences. We wanted to understand what was making the difference between winning and losing. And we wanted to go into detail we didn't see in other studies.
We set out to understand:
The drivers behind B2B buying decisions.
What's important to buyers and what makes the difference between winning and losing.
The B2B buying journey
Who's involved and what makes a difference to them at each stage.
Commercial Impact
How improving the buying experience drives commercial outcomes.
To do that we interviewed:
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B2B buyers globally
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B2B brand experiences across four industries
services of dentsu b2b globally.
The Superpowers Index helps us look at B2B buying from multiple perspectives.
Superpowers Index 2024