Created by Dentsu Reports

The Superpowers Index 2024

For the fourth year running, Dentsu has published the largest global study of B2B buying behaviour. This comprehensive research includes over 14,000 individual buyer interviews and covers more than 25,000 in-depth buying experiences. Key findings from the research highlight the critical drivers behind B2B buying decisions, areas for improvement in the B2B buyer journey, and the business impact of experience.

This year’s research reveals:

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 by 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 businesses 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

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The Superpowers Index 2024

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