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The number one trigger for existing B2B suppliers to be re-evaluated is an increase in end-customer expectations. These increased expectations mean that B2B suppliers must always be on their ‘A game’, ensuring they keep up to date with the latest CX trends, providing a tailored and meaningful purchase experience that is relevant to their audience, and evolve their customer experience where necessary. But what does that meaningful B2B customer experience look like?

We spoke to 3,505 buyers of B2B products and services and asked them to retrace their steps for 6,212 recent B2B purchase experiences. These buyers were asked to identify which ingredients mattered to them at various stages on the decision-making journey. Our research then enabled us to report on how the last 12 months have changed the shape of superpowered B2B customer experiences.

Our Vice President & Executive Director of North America, Matthew Powell, recently attended the 2022 ANA Masters of B2B Marketing Conference on behalf of Merkle B2B, and delivered a talk on which superpowered ingredients power these superior brand experiences, and in particular which 6 are taking hold in the B2B sector right now.

This conference, presented by LinkedIn, was the only event that brings together the top marketing minds in strategy and best-in-class execution to share insights and learn about the latest trends and hottest topics in marketing, so it was a privilege to attend and present our Superpowers research.