Major B2B Global Research Study Finds Safety, Trust, and Customer Experience are Crucial for Success in a Competitive and Dynamic B2B Marketplace

This global research report combines quantitative and qualitative data from B2B buyers across different industries – including technology, financial services, manufacturing, and professional services – and across key markets around the world. It is the third edition of the Superpowers research survey, which tracks year-on-year trends and aims to support B2B brands in developing strategies for the future.

"B2B brands and buyers are looking for more from their vendors and partners. Much like we've seen in the consumer space, a subpar experience isn't cutting it anymore, and B2B is finally entering the CX arena," said Patrick Hounsell, Merkle's activation and global B2B lead. "We've seen increased similarity in how we approach B2C and B2B loyalty, and the biggest focus has become customer experiences. Just as marketers are elevating CX for consumers, B2B sales and marketing teams must do the same for their buyers."

As the economy continues to face challenges, de-prioritizing B2B relationships could hurt brands in the long run. The B2B Superpowers Index acts as a resource for B2B teams by revealing the key factors that influence buying decisions and providing context, key learnings, and recommended applications of findings to ensure business leaders have a roadmap for success. Insights from this year's Superpowers Index include:

Hounsell added, "As B2B sees a period of growth, it can be intimidating for leaders to anticipate and understand the needs of buyers. This indispensable index provides direct access to insights into what today's B2B buyers want most. Prioritizing the customer experience will not only improve relationships in the near term, but also help build long-lasting partnerships for years to come."

Click here to see the full B2B Superpowers Index from Merkle and to register for the webinar.

Merkle, a dentsu company, is a leading data-driven customer experience management (CXM) company that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The company's heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalized marketing strategies. Its combined strengths in consulting, creative, media, analytics, data, identity, CX/commerce, technology, and loyalty & promotions drive improved marketing results and competitive advantage. Merkle has more than 16,000 employees in 30+ countries throughout the Americas, EMEA, and APAC. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkle.com.

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