Five Fascinating Insights from the Superpowers Study for the DACH Region

The Superpowers Index is the world’s largest study of B2B buying behavior. Since 2021, we have conducted more than 16,000 interviews with B2B decision-makers worldwide to understand how buying processes, priorities, and decision-making criteria continue to evolve.

For the latest wave of research in 2025, we surveyed more than 6,000 B2B decision-makers globally, including over 2,000 respondents across Germany, Austria, and Switzerland (DACH). Participants represented the services, manufacturing, financial services, and technology sectors.

While many buying behaviors are consistent across global markets, the DACH region demonstrates several distinctive characteristics. Here are five key insights from the latest research.

 

 

1. Compliance Is the Most Important Purchase Decision Factor

When evaluating potential suppliers, B2B buyers in the DACH region rank compliance as their most important consideration. Trust and thought leadership follow closely behind, while integration capabilities and consistency also play significant roles in supplier selection.

 

 

This finding highlights the importance of reducing perceived risk throughout the buying process. For B2B brands operating in the DACH market, demonstrating regulatory compliance, governance standards, and operational reliability is no longer simply a legal requirement. It is a competitive advantage.

The priorities differ slightly depending on company size:

Large Enterprises Value:

• Support for individual career goals
• A clear vision and commitment to social responsibility
• Simple, attractive products and services
• Employer brand reputation

SMEs Prioritize:

• Meeting specific quality and functional requirements
• Reliable and on-time delivery

Interestingly, compliance ranks only fourth globally. Across the wider international sample, buyers are most strongly influenced by whether they feel confident and comfortable signing a contract with a supplier.

The implication is clear: while global buying behavior shares common themes, regional nuances matter. Understanding what drives purchase decisions within your target market can be the difference between winning and losing business.

 

2. Strong Brands Create Confidence

Trust has consistently been one of the strongest drivers of B2B purchase decisions. To better understand what creates trust, the study explored the characteristics of brands that make buyers feel confident about signing a contract.

The DACH results reveal three key attributes associated with brands that buyers trust most:

 

 

These findings reinforce an important truth about B2B branding: buyers are not simply evaluating products and services. They are evaluating risk, credibility, and confidence in future outcomes.

Strong brands make decisions easier because they reduce uncertainty.

 

 

3. Thought Leaders Have More Influence Than Many Marketers Realize

One of the most interesting findings from the research concerns the role of thought leaders, industry experts, influencers, and key opinion leaders in shaping perceptions and purchase decisions.

More than half (56%) of B2B buyers say these individuals influence their buying decisions. Yet only 35% of marketers believe they are effectively leveraging such voices within their brand communications.

This creates a significant opportunity.

Buyers increasingly look beyond direct supplier communications when researching potential vendors. Independent industry experts, respected practitioners, analysts, and subject-matter specialists can all play an important role in building credibility and trust.

Organizations that successfully engage influential voices may gain a meaningful advantage during the consideration process.

 

 

4. Human-Centered Experiences Accelerate Buying Decisions

The research also shows that purchase journeys can be shortened and buying decisions positively influenced through better customer experiences.

The most successful B2B brands place people at the center of their customer experience by:

• Demonstrating customer value early
• Encouraging recommendations and referrals through positive experiences
• Strengthening personal interactions
• Prioritizing human communication over anonymous engagement
• Building trust through transparency
• Nurturing relationships with key stakeholders throughout the buying journey

While technology continues to evolve, the findings suggest that relationships remain fundamental to successful B2B growth.

 

 

5. Buyers Expect AI to Improve the Customer Experience

Although human interaction remains critical, AI is increasingly becoming part of the B2B decision-making process.

The study found that 28% of B2B decision-makers use AI regularly, while a further 40% use it occasionally.

Buyers expect AI to deliver tangible business benefits, including:

• More product and service innovation
• Faster transactions
• More efficient supply chains
• Improved quality assurance
• 24/7 support
• Lower costs

What is particularly notable is that buyers view AI primarily as an enabler of better business outcomes rather than simply a tool for automation. The brands most likely to succeed will be those that use AI to enhance customer experiences while maintaining the human qualities that build trust and confidence.

 

 

What This Means for B2B Marketers

The DACH findings reveal a common thread across all five insights: successful B2B brands reduce risk, build trust, and make buying easier.

Whether through compliance, thought leadership, stronger branding, better customer experiences, or intelligent use of AI, buyers increasingly reward organizations that help them make confident decisions.

For marketers, this means focusing not only on products and services, but also on the experiences, perceptions, and relationships that influence buying behavior long before a supplier is selected.

 

Explore the Full Research

Want to learn more about how B2B decision-makers think, evaluate suppliers, and make purchasing decisions in the DACH region?

Download the latest Superpowers DACH report to explore the complete findings and discover what today’s buyers expect from B2B brands.

Explore the DACH findings >

Note: The Superpowers DACH report and summary infographic are in German only.

You can also access the global findings from the Superpowers study here: 2025 Superpowers Index

 

 

How B2B International Can Help

The factors that influence B2B purchase decisions are constantly evolving, and they often vary by market, industry, and audience. At B2B International, we help organizations uncover the insights behind buying behavior through brand, customer, and market research, enabling more informed decisions and more effective growth strategies.

Get in touch to learn how we can help you better understand your buyers and your market.