1、A UNIQUE PERSPECTIVE ON THE B2B BUYER AND THE DIFFERENCE BETWEEN WINNING AND LOSING2024 EDITION2 ForewordWe 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.

2、We wanted to understand what was making the difference between winning and losing.And we wanted to go into detail we didnt see in other studies.Weve been collecting that data now for four years.Covering over 25,000 brand experiences,we believe The Superpowers Index is the largest ever systematic stu

3、dy of B2B buying behaviour globally.Superpowers has become much more than a piece of research to us.The Superpowers data powers two proprietary insights tools that our creatives,strategists,media planners and experience designers use every day.We also use the data to help our clients benchmark their

4、 performance in the B2B buyer journey and plan ways to improve their impact.This years update gives a new perspective on many of the big trends in B2B:the importance of trust and brand building;the ever-narrowing gap between winning and losing;the growing influence of thought leadership and the chal

5、lenges of scaling ABM.This report has some of the big headlines from The Superpowers Index.Well be sharing much more over the coming monthsfor now,we hope you enjoy seeing the world from the buyers point of view!2 3 THE B2B BUYING JOURNEY.Whos involved and what makes a difference to them at each sta

6、ge.THE DRIVERS BEHIND B2B BUYING DECISIONS.Whats important to buyers and what makes the difference between winning and losing.COMMERCIAL IMPACT.How improving the buying experience drives commercial outcomes.3,5286,539We set out to understandTo do that,we interviewedAboutB2B BUYERS GLOBALLY(14k since