B2B is in flux. Commercial success is harder to sustain, and the playbook is changing fast. Our proprietary Dentsu Superpowers research, the largest global study of B2B buying behavior, shows that today’s buyers are more pragmatic, risk-averse, and consensus-driven than ever before. With more brands in the mix and bigger buying committees, inertia is rising. B2B buyers are tending to stay with their incumbent, unless a challenger really wins their trust.
1. Experience is the ultimate differentiator
Decision cycles are longer than ever - up 54 days since 2021, with the average B2B purchase taking 379 days. Every day of delay is lost revenue, and satisfaction across the buyer journey remains stubbornly low. Complexity is rising with up to 26 influencers and 42 touchpoints shaping every decision.
Businesses that craft immersive, connected, and memorable experiences that engage the entire buying committee, and internal and external influencers will stand out and create strong customer relationships that lead to growth.
2. Trust is the new brand currency
Trust is the #1 factor separating winners from losers. Earning trust and credibility though is not easy. We are seeing a decline in the effectiveness of traditional channels with B2B buyers increasingly turning to influencers and communities first. In fact, content from industry voices is preferred by 70% and 67% of the C-suite say content is more relevant when it comes from a person, not a brand.
Creating authentic connections, communities, and expert-led experiences has never mattered more. At those critical moments people choose people. Influencer marketing is reshaping the buyer journey in B2B from broad awareness to those critical final decisions.
3. Creativity Is Your Competitive Edge
Most marketers think their brand stands out, yet 71% of B2B buyers say brands sound and act the same. AI has become the great enabler, but also the great equalizer and noise generator. 76% of B2B marketers are using AI to generate content but without critical creative thinking, brands risk blending in.
Creativity across paid, owned, and earned channels will define market leaders. AI gives B2B brands the tools to move faster, scale smarter, and personalize better. But without a strong brand and bold creative thinking, all that power risks becoming just more noise.
4. Be personal, not just personalized
B2B buyers want partners who “get” their day-to-day challenges, but only 39% feel understood. Account-based and hyper-personalized approaches drive higher win rates and stronger reputations, yet only 5% of B2B experiences deliver meaningful personalization. It is not just about recognizing a company or contact’s name. It is about demonstrating a true understanding of their individual and organizational challenges, and how your brand can help them succeed.
Audience empathy is the game changer in customer engagement. Those businesses that get it right, who prove they can help with both the personal and professional factors that drive beliefs and behaviors will see exponential gains.
5. Ease is essential - but humanity wins
77% of B2B buyers use AI throughout the buying process, from research to RFP review. They expect faster, smarter, frictionless experiences. But as automation rises, so does the desire for human connection and real-world stories. Balance is key.
Success will come from leveraging AI to remove friction, whilst infusing every interaction with authenticity, empathy and humanity.
The B2B Growth Playbook
- Optimize experience: Delight buyers and influencers at every touchpoint.
- Build trust: Prioritize relevance, depth, and community.
- Lead with creativity and thought: Deliver distinctive perspectives and experiences.
- Be personal: Address both professional and personal drivers.
- Balance people and tech: Remove friction. Use AI smartly but never lose the human touch.
In a world of shrinking margins and rising expectations, experience, trust, and authenticity are the new differentiators. B2B brands that embrace these rules won’t just win deals - they’ll build loyalty and drive sustainable growth.
Discover the findings from our 2025 Superpowers Index in our on-demand webinar here and get more insights into what is driving the future of B2B.
