B2B买家的独特视角以及输赢之间的差异（2024版）

Foreword We 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 theirrecent purchase experiences. We wanted to understand what was making the difference between winningand losing. And we wanted to go into detail we didn’t see in other studies. We’ve been collecting that data now for four years. Covering over 25,000 brand experiences, we believeThe Superpowers Index is the largest ever systematic study of B2B buying behaviour globally. Superpowers has become much more than a piece of research to us. The Superpowers data powers twoproprietary insights tools that our creatives, strategists, media planners and experience designers useevery day. We also use the data to help our clients benchmark their performance in the B2B buyer journeyand plan ways to improve their impact. This year’s update gives a new perspective on many of the big trends in B2B: the importance of trust andbrand building; the ever-narrowing gap between winning and losing; the growing influence of thoughtleadership and the challenges of scaling ABM. This report has some of the big headlines from The Superpowers Index. We’ll be sharing much more overthe coming months…for now, we hope you enjoy seeing the world from the buyer’s point of view! The largest ever global study of B2Bbuying behaviour To do that, we interviewed… We set out to understand… 3,528B2B BUYERS GLOBALLY(~14k since 2021) THE DRIVERS BEHIND B2BBUYING DECISIONS. What’s important to buyers andwhat makes the differencebetween winning and losing. THE B2B BUYING JOURNEY. About… Who’s involved and what makesa difference to them ateach stage. 6,539 COMMERCIAL IMPACT. B2B BRANDEXPERIENCESACROSS 4 INDUSTRIES How improving the buyingexperience drives commercialoutcomes. (25k B2B brand experiencesin the full database) How The Superpowers Index works Superpowers helps us look at B2B buyingfrom multiple perspectives MARKET TRENDS How are B2B brands doingat meeting buyer needs?INTRODUCING THE SUPERPOWERS INDEX SCORE BETTER EXPERIENCES,BIGGER DEALS! A ten-point improvementin the Superpowers IndexScore correlates with a14%uplift in the dollar value of anopportunity, on average. For this year’s study we’ve created an Index score: A single metric that capturesoverall brand experience. The Index is measured from 0-100, weighted according to a brand’s delivery on themost important decision drivers. The Index also takes account of cultural factors to ensure the score is comparablebetween countries, industries and company profiles. WE’VE MEASUREDPERFORMANCEFOR OVER 120NAMED B2BBRANDS IN 2024 Better B2B experiences deliver top line impact Our research shows a strong correlation between a better buying experience – measured by strongperformance on the top decision drivers for B2B buyers – and commercial impact. The margins between success and failure are fine …and getting finer every year Superpowers shows us just how competitive it is out there for B2B brands. The gapbetween winning and losing brands has been shrinking every year. As small marginsincreasingly tip the balance between success and failure, reviewing the strength ofyour buyer experience in detail is imperative. The competitive gap between the winning brandand the second-placed (losing) brand (performance across all 30 decision-drivers tracked in Superpowers Index,based on mean average score gap) More brands and more decision makers are involved,while incumbency is a waning advantage As buying groups grow so does the complexity of the experience. As we shall see,buyers are also finding it hard to spot the differences between brands, making thecompetitive environment more volatile. A watershed moment for B2B: personal outweighsprofessional for the firsttime For years the B2B industry has pushed against the perception that B2B buyers are rational decision-makers,driven primarily by business outcomes. But this year, for the first time since we started Superpowers, we see ‘personal’ decision drivers outweigh themore functional professional drivers in their overall importance in the B2B buyer journey. This should add fuel to the call for more creativity, storytelling and emotional resonance inB2B. PERSONAL DECISION DRIVERS e.g. Feel safe signing a contract, alignswith personal values / ethics, teachesme new skills / knowledge PROFESSIONAL DECISION DRIVERS e.g. Competitively priced, products andservices just work, variety andchoice WHAT MAKES THEBIGGEST DIFFERENCEBETWEEN WINNINGAND LOSING IN 2024? KEY TRENDS IN B2B BUYING Three trends that define winningbuyer experiences in 2024 We’ve identified three major trends that are making the difference between winning and losing for B2B brands #3 Buyer inertia is a growing problem butthere is evidence that hybrid digital-physical experiences that have impactfrom minute one can acceleratedeals. For the first time ever, personaldecision driver