B2B买家的独特视角以及输赢之间的差异（英）

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. We wanted to understand what was making the difference between winning and 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 believe The 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 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 performance in the B2B buyer journey and 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 and brand building; the ever-narrowing gap between winning and losing; the growing influence of thought leadership and the challenges of scaling ABM.This report has some of the big headlines from The Superpowers Index. We’ll be sharing much more over the coming months…for now, we hope you enjoy seeing the world from the buyer’s point of view!2 3 THE B2B BUYING JOURNEY. Who’s involved and what makes a difference to them at each stage.THE DRIVERS BEHIND B2B BUYING DECISIONS. What’s 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 understand…To do that, we interviewed…About…B2B BUYERS GLOBALLY(~14k since 2021)B2B BRAND EXPERIENCES ACROSS 4 INDUSTRIES(25k B2B brand experiences in the full database)Professional ServicesManufacturingFinancial ServicesTechnologThe largest ever global study of B2B buying behaviourProfessional ServicesManufacturingFinancial ServicesTechnology8135414003382902462702801811694 How The Superpowers Index worksEach year, we survey B2B decision makers and ask them in depth about recent buying experiencesMAP RECENT B2B PURCHASE JOURNEYBEHAVIOURS BRAND EXPERIENCES DECISION DRIVERS IDENTIFY THE ‘HIGH IMPACT’ FACTORSMONITOR THE COMMERCIALOUTCOMES OF DOING THE HIGH IMPACT THINGS WELLWe identify the factors that make the biggest difference between winning and losingWe connect this with commercial outcomes: size of the deal, propensity to re-purchase, consideration for other categories, loyalty metrics etc.1235 Superpowers helps us look at B2B buying from multiple perspectivesMARKET TRENDSWhat are the big shifts year-on-year in buyer priorities?INDUSTRY TRENDSIncluding performance across the buyer journeyAnd this year, for the first time, we can measure the performance of individual brands with the scor