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Last year we introduced you to the 4 Superpowers, which collectively help architect the ultimate B2B customer experience. Well, they’re back…

After a turbulent 12 months, we have revisited our global research study in collaboration with Merkle B2B, to understand how the B2B Superpower ingredients have evolved and therefore what matters to B2B buyers today.

We surveyed over 3,500 B2B buyers of B2B products and services. We asked them to retrace their steps on their journeys for over 6,000 recent B2B purchase experiences, asking them what ingredients make a meaningful difference and where on their journey.

The advantage of such a large research study is that it also enabled us to explore the meaningful differences across several different audiences including:

• Regional differences
• Industry differences
• Seniority differences
• Generational differences

In this report you will learn:

• How the last year has changed the shape of superpowered B2B customer experiences

• Which ingredients are driving successful customer experiences

• What successful companies are doing to close the gap on delivering the ultimate B2B CX

• How you can compete with the most successful B2B brands through a superior customer experience

• Why it is as important as ever to deliver personal value add as well as business value add across the buyer journey