Dentsu Expands B2B Offering, Unveils Fourth Annual Superpowers Index

By The Malketeer

The Largest Study of B2B Buying Behaviour Globally

In a significant move that underscores its commitment to the B2B sector, dentsu has announced the global expansion of its B2B Specialised Practice alongside the release of its fourth annual Superpowers Index.

This dual announcement marks a pivotal moment in dentsu’s strategy to dominate the B2B marketing landscape.

Unlocking B2B Buyer Insights

The Superpowers Index, now in its fourth year, continues to be the largest study of B2B buying behaviour globally.

With over 14,000 individual buyer interviews and coverage of more than 25,000 in-depth buying experiences, the index provides unparalleled insights into the real drivers behind B2B purchasing decisions.

Key Findings Reshape B2B Landscape

1. Brand building has leaped from the fifth priority in 2023 to the top spot in 2024.
2. The number of brands considered in B2B buying journeys has surged by 62% since 2021.
3. Decision-making time has increased by 54 days since 2021, with delayed B2B opportunities estimated to impact the world economy by approximately US$1.9 trillion.
4. Only about 40% of businesses reported high satisfaction with their chosen brand’s ability to tailor offerings to their needs.
5. A 10-point increase in the proprietary Superpowers Index Score correlates with a 14% average uplift in the dollar value of each opportunity.

Dentsu B2B: A New Era of Integrated Solutions

The expansion of dentsu’s B2B offering builds upon the success of Merkle B2B, now evolving into a more comprehensive and globally consistent practice.

Dentsu B2B aims to bridge the gap between marketing, IT, and sales, offering integrated solutions that drive unprecedented growth for modern businesses.

Innovative Capabilities Unveiled

Dentsu B2B has introduced specialised capabilities designed to transform B2B marketing and sales strategies:

• Marketing For Growth: A framework that combines technology enablement with marketing services to accelerate business expansion.
• Intelligent ABX: An AI-powered solution that revolutionises account-based management initiatives.
• Brand to Demand Advertising: An integrated approach that aligns brand building with demand generation for enhanced B2B performance.
• Sales Enablement: A future-focused solution driving commerce and enhancing customer experience.

Leadership Perspectives

Kiaran Geen, President APAC of dentsu B2B, emphasised the significance of this expansion: “Today’s expansion into dentsu B2B marks a real opportunity for the team to drive further innovation for our clients, creating real business outcomes that help their growth and generate real impact.”

Patrick Hounsell, President of dentsu B2B, highlighted the strategic importance of the Superpowers Index: “The research allows us to target and refine our dentsu B2B capabilities to the needs of global clients across markets.”

Looking Ahead

As dentsu B2B continues to evolve, it promises to deliver cutting-edge solutions that connect marketing, IT, and sales efforts more effectively.

With its expanded global reach and deep insights from the Superpowers Index, dentsu is well-positioned to lead the charge in B2B marketing innovation and drive substantial growth for its clients worldwide.