Dentsu, an integrated marketing solutions and agency services provider, published its fourth annual “Superpowers Index,” which seeks to uncover the real drivers behind B2B buying decisions.
According to the company, the study — which includes more than 14,000 individual buyer interviews and covers more than 25,000 in-depth buying experiences — uses a single metric that captures overall brand experience and provides a single index to help brands assess their performance against key criteria that drive success. Key findings from this year’s report include:
- Brand building is practitioners’ No. 1 priority;
- The number of brands buyers consider is up 62% from 2021;
- The average decision time has increased 54 days since 2021, and the estimated value to the world economy of these delays is approximately $1.9 trillion;
- Only around two out of five business were highly satisfied with the brand they chose in tailoring their offering to fit their needs; and
- There was a 14% average uplift in the dollar value of each opportunity.
“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,” said Patrick Hounsell, President of dentsu B2B, in a statement. “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.”
