Brand building is now the number one priority for B2B buyers, a Dentsu survey has revealed.
The Superpowers Index draws on 14,000 individual interviews to create picture of the global B2B buying landscape, and the behaviours displayed.
Although brand building was named only fifth priority in the 2023 survey results, it came out as the top consideration in 2024.
According to the study, the percentage of brands considered as part of B2B buying journeys is up 62% since 2021, but approximately only two in five business were highly satisfied with the brand they chose in tailoring their offering to fit their needs, with these scores showing no sign of improving since 2022.
It also revealed the average decision time has increased 54 days since 2021. The estimated value to the world economy of these delayed B2B opportunities is around $1.9 trilion.
“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.
“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.”
In addition to the Superpowers Index, Dentsu B2B has launched specialty capabilities aimed at transforming B2B marketing and sales strategies. These include a growth framework aimed at leveraging both technology enablement and marketing services to accelerate business expansion, and a focus on revolutionising account-based management initiatives through artificial intelligence.
