快捷、简洁、可信：人工智能时代B2B品牌制胜之道超级能力指数5.0：全球最全面的B2B买家行为研究（2025版）

The Superpowers Index 5.0The world's most comprehensive study Foreword This year we are seeing anintriguing contrast. On theone hand, buyers havebecome more risk-averse andpragmatic in response to As we enter the period of theAI-powered buyer, brand,speed and ease emerge asthe three priorities for B2B of mouth and influencerpopularity grow andmarketers adapt to meet In this report, you’ll find thethree big headlines from thisyear’s study. The SuperpowersIndex is so much more thanjust a piece of research: we The Superpowers Index is thelargest ever systematic studyof B2B buying behaviorglobally. We’ve been runningit annually since 2021 and, The biggest differencebetween winning and losingremains trust. However, the Rob GoldGlobal President, dentsu B2B Contents 21 0404 IntroIntro Trend TwoThe changing face of brand About The Superpowers IndexThe story so far0408 30 Trend ThreeEase is the new edge 36 14 Close36In summary Getting back to businessTrend One AboutThe Superpowers Index The Superpowers Index2025 Edition: The global benchmark THE DRIVERS OF B2B What’s important to buyersand what makes the difference THE B2B BUYING JOURNEY Who is involved and whatmakes a difference to them at COMMERCIAL IMPACT How improving the buyingexperience drives commercialoutcomes. How the Superpowers Index works About The Superpowers The Superpowers Index score is a singlemetric that captures overall brand The Index is measured from 0-100 andweighted according to how buyers rank The Index takes account of culturalfactors to ensure the score is comparable BETTER EXPERIENCES, BIGGER DEALS! A ten-point improvement in The Superpowers Index Score correlates with a14% uplift*in The story so far… A recap of where we left you last year In 2024, we saw personaldecision drivers outweighprofessional drivers for For four years, B2B buyers had put a growingemphasis on personal decision drivers, like trustand values alignment. In 2024, the balance tipped PROFESSIONALDECISION DRIVERS E.g. competitivelypriced, products and PERSONAL DECISIONDRIVERS E.g. feel safe signing acontract, aligns withpersonal values/ethics, The top three decisiondrivers in 2024 showedthat brand had never In 2024, trust remained the top decision driver. The fastestgrowers were being ‘known as a good employer’ – a proxyfor a brand’s trustworthiness – and thought leadership, The top decision drivers based on the relative impact onwinning and losing, The Superpowers Index, 2024 Marketers weresignalling their response The intent from marketers was clear. Whenit came to their plans for 2025, they woulddeprioritise lead generation and put more In the era of the AI-poweredbuyer, what is giving B2Bbrands the edge? The key trends in B2B buying Getting backto business In 2025, B2B buyers arestriking a balance between This year the long-term growth in the importance PROFESSIONALDECISION DRIVERS E.g. competitivelypriced, products and In 2025, buyers looked for a balance betweenpersonal drivers like trust and values-alignment PERSONAL DECISIONDRIVERS E.g. feel safe signing acontract, aligns withpersonal values/ethics, The Superpowers Index top ten showsdecision drivers ranked by the impact they We see a new balance emerging, as brandsneed to both build trust and evidence In 2025, we see signs of greaterrisk-aversion in B2B buyers Despite casting a wider net, buyers are morereluctant to change the status quo, showing a INCUMBENTS WINON EXPERTISE The top three drivers that make adifference when incumbent suppliers •Active thought leaders in theircategory/sector•Provides the support, information, and Differentiation Returns:The gap between winners For the first time in four years, we’ve seenthe gap between winning brands and losers Winning brands are finding an edge andconvincing buyers there is more The rest of this report unpacks wherewinning brands are finding that edge, and The Superpowers Index databank allows usto look at how brands are doing this. We’ve picked our top six tips for B2Bmarketers looking to accelerate their dealcycles and given an idea of the average gain Good thought leadership The overall standard of thought leadership,as rated by buyers, was higher than it has ever This explains why ‘Being seen as an activethought leader’ dropped from #2 in our top 10 It is not that buyers are turning off thoughtleadership; it is simply that the bar has been In fact, brands that perform well at thoughtleadership are 2x more likely to score highly forthe top decision driver, ‘I feel safe signing a The changingface of brand So how do brands make buyers feel safe? The Superpowers Index allows us to dig Brand strength:The foundation of When we look in more detail at what brandsthat buyers score highly for ‘I feel safesigning a contract with them’ we see three They show the power of brand. To build trust,brands need to reach and building a reassuringreputation with all potential buyers. We seethe impor