Dentsu B2B, dentsu’s specialist business-to-business marketing services organization, has launched global study into B2B buying behavior. Now in its fifth edition, The Superpowers Index draws on over 16,000 interviews since 2021, spanning 21 markets and four major industries (financial services, technology, professional services, and manufacturing) ranking over 170 B2B brands.
As the era of the AI-powered buyer takes hold, this year’s The Superpowers Index reveals that B2B brands must be fast, simple, and trusted to win. This year’s findings highlight a shift: while buyers remain risk-averse and pragmatic due to economic uncertainty, AI is rapidly simplifying and accelerating the buying process.
Trust remains the single most important factor in winning business, but the way brands build trust is evolving: word of mouth, influencer engagement, and brand reputation are more critical than ever in the B2B world. Marketers are investing more in brand building, with reputation, reach, and advocacy driving buyer confidence.
Key findings and trends from the 2025 study include trust remaining as the number one factor for buyers, but reputation, thought leadership and employer brand now define it, AI adoption is surging with 77 per cent of B2B buying processes now utilising AI, with 40 per cent of buyers classed as heavy users.
Also, as buyers turn to automation and data to guide complex decisions, speed and trust have become inseparable, buyers are recalibrating the balance between personal and professional decision drivers, there has been a 10-point rise in brand experience scores driving a 14 per cent uplift in deal value, proving that better B2B experiences directly translate to commercial growth.
Finally, winning brands close deals up to 31 per cent faster and while Australia is a mature market, Asia Pacific is leading the next wave of global B2B growth signaling greater investment across the region.
“The Superpowers Index shows how far B2B has changed in just a year. With so much happening at a macro-economic level, buyers have shifted back to more rational, reliable business decisioning—like product functionality, contract safety, and ease of integration—but the more emotional aspect of trust remains the key driver,” said Jake Hird, dentsu B2B executive vice president of strategy and Growth, dentsu B2B.
“This really hammers home the importance of building brand and reputation with customers, which goes hand in hand with having confidence when making a purchase.”
This year’s index also identifies influencer marketing as the fastest-growing driver of B2B decision making. Nearly two-thirds of buyer’s reference influencers in their most recent purchase decision, but only 42 per cent of marketers believe they’re using the channel effectively.
“There’s still so much opportunity to build momentum, trust and measurable business growth outside of just building logo awareness, especially in terms of showcasing credibility, expertise and community. This is why we’re seeing tactics like influencer marketing continue to be a powerful growth lever, but one that many B2B brands have only just begun to explore,” added Hird.
“Australian B2B buyers are among the most digitally mature in the world. They expect experiences that are seamless, informed and human. The Superpowers Index helps marketers understand these evolving behaviours and shows how to build trust and accelerate growth through simplicity and connection,” concluded Shivani Patel, VP dentsu B2B ANZ.
“For Australian brands, the message is clear: simplify the experience, build trust through transparency and embrace AI to meet rising buyer expectations. The Index provides a practical roadmap to help brands not just keep pace with change, but lead it.”
