For a long time, B2B decisions were treated as essentially rational: price, functionality, ROI, and operational efficiency. But the reality shown by search B2B Superpowers Index 2024, da dentsuThis reveals a much more complex and, at the same time, more human scenario.
Considered the largest ongoing global study on B2B buying behavior, the Superpowers Index analyzed more than 25,000 shopping experienceslistening to decision-makers in markets such as the United States, Europe, Asia, and Oceania. The objective was clear: to understand what truly makes a brand. win or lose A B2B sale today.
In this content, you'll find a strategic summary of the researchhighlighting the main ones insights B2B And, most importantly, how do they help answer a central question for marketing, sales, and product leaders: How to generate B2B sales in an increasingly competitive landscape?
The current B2B context: smaller margins, more complex decisions.
One of the most striking findings of the Superpowers Index is that the B2B environment has never been more competitive. Since 2021, the average difference between the winning brand and the runner-up in a purchasing process has increased. fell 78%, making every detail of the experience crucial.
At the same time, purchasing committees are getting bigger. Today, a B2B decision involves, on average, 7.4 peopleEach with distinct motivations, fears, and expectations. The result? Longer processes, more brands being evaluated, and a greater risk of losing business even as the current supplier.
👉 Insight: Being "technically good" isn't enough. In today's B2B market, small flaws in perception, trust, or clarity can cost an entire sale.
Insight #1 – Experience directly impacts revenue and sales cycle.
Research shows a direct correlation between B2B buying experience and financial results. Brands that perform well in key decision drivers:
- He has sales cycles 27% shorter
- Angry higher average ticket prices
- They exhibit significantly higher NPS.
- They're almost 3x more likely to increase clients' future contract size
Furthermore, the study created the Superpowers Index Score, a metric from 0 to 100 that summarizes the quality of the experience delivered. An increase of only A score of 10 on this index is associated with an average growth of 14% in the value of opportunities..
👉 Insight B2B: Generating B2B sales is less about accelerating the sales team and more about... remove invisible friction throughout the journey.
Insight #2 – The human factor surpassed the rational (for the first time)
Perhaps the most symbolic piece of data from the 2024 report: Personal drivers have gained more weight than professional drivers. in B2B decisions, something unprecedented since the beginning of the study.
This includes factors such as:
- Feeling secure when signing a contract
- Trust in the brand's reputation
- Alignment with ethical and personal values.
- A feeling of making a decision that is defensible internally.
Meanwhile, traditional attributes such as competitive pricing or a wide variety of options have lost relative relevance.
👉 Insight: The B2B decision-maker doesn't just want to choose the best solution, he wants... not regretting the choice.
Insight #3 – Trust has become the main competitive asset.
For the second consecutive year, the main driver of B2B decisions was:
"I feel safe signing a contract with this company."
This feeling is strongly linked to:
- Proven track record
- Clarity of the proposal
- Ease of explaining the choice to other decision-makers.
- Company reputation as an employer and business partner.
The data reveals an interesting paradox: while 71% of marketing professionals believe their brands have a clear positioning.Most buyers say that the brands "all sound the same".
👉 Insight B2B: It's not a lack of message. It's an excess of generic discourse.
Insight #4 – Positioning yourself as an authority figure is influential, but it's still poorly executed.
The study shows that to be seen as an intellectual reference in the sector It jumped from 20th to 3rd position among the most important factors in B2B decision-making. Still, only 26% of buyers rate it positively. The effort from brands in this area has stagnated in recent years.
This reveals a great competitive opportunity for companies that:
- They produce content that is truly based on data.
- They share real-world market insights.
- Listen to decision-makers before creating narratives.
👉 Insight: Market authority isn't about speaking louder, it's... speak with more substance.
Insight #5 – Experience reduces inertia and accelerates decisions.
Another critical statistic from the Superpowers Index: since 2021, the average B2B decision time has increased. 54 days, generating an estimated impact of US$1.9 trillion per year in opportunities that are stalled globally.
The good news is that experience is the main factor brands can control to reverse this. Decisions are accelerated when:
- The first interaction generates an immediate impact.
- The company's credibility is clear from the start.
- There is a balance between digital channels and human contact.
- Negotiation and contract processes are simple.
👉 Insight B2B: Experience is not about aesthetics. It's about speed.
Insight #6 – Personalization is desired, but rarely delivered.
More than 71% two B2B buyers They say they would like suppliers to better understand their specific challenges.
The problem is exacerbated because brands tend to cater better to more senior decision-makers, ignoring influencers and spokespeople, precisely those who can block the purchase.
👉 Insight: Personalization in B2B isn't about scaling messages, it's... adapt listening.
What do these insights teach us about generating B2B sales?
By connecting all the findings from the Superpowers Index, it becomes clear that Generating B2B sales today is less about persuasion and more about understanding..
Companies that are growing:
- They invest in branding to generate security.
- Listen to real decision-makers to reduce guesswork.
- They use qualitative data to refine the message, product, and experience.
- They understand that each "no" carries valuable strategic information.
Ultimately, B2B sales aren't lost solely due to price or timing. Often, they're lost because the company... didn't quite understand what was at stake for the decision-maker..
To reflect and to act.
The Superpowers Index sends a clear message: B2B has definitively entered an era of... Strategic empathy, integrated experience, and active listening..
Brands that insist on repeating generic messages will continue to compete for increasingly smaller margins. Those that transform behavioral data, perceptions, and feedback into practical decisions, however, tend to differentiate themselves not by shouting louder, but by... to understand better.
And in today's B2B environment, a better understanding is the shortest path to selling more.
