Singapore – The number of brands involved in business-to-business (B2B) buying has risen to 62% since 2021, according to Dentsu’s 2024 ‘Superpowers Index,’ a study on global B2B buying behaviour. The study uses a single metric that encompasses overall brand experience in providing insights that guide brands in evaluating their performance on key criteria.
According to the index, brand building among companies has climbed from fifth in 2023 to top priority this year. Moreover, the average decision time for B2B opportunities has increased 54 days since 2021, ensuring that the value caused by the delay is lessened. However, only two in five business were reported to be highly satisfied with their B2B journeys.
Overall, the 10-point increase in the proprietary Superpowers Index Score has resulted in a 14% average uplift in the dollar value of each B2B 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. The research allows us to target and refine our dentsu B2B capabilities to the needs of global clients across markets,” Patrick Hounsell, president of Dentsu B2B, said.
“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,” Hounsell added.
