In this session, you will learn:

• What decision drivers make the biggest difference between winning and losing for B2B brands in 2024, including some significant changes from previous years
• Where B2B brands and buyers disagree about what brands are doing well in the buyer experience
• Where you can make changes to have the biggest impact on shortening the buying process
• What changes you can make to channel and message to reflect changing buyer priorities

With Tejal Patel, former Senior Director, Global Digital Marketing at Cisco and  Rob Gold, President, dentsu B2B

Covering over 14,000 interviews of B2B buyers and 25,000 buying experiences over the last four years, the Superpowers Index is the largest ever study of B2B buying behaviour.

In this session, Rob and Tejal will discuss the 2024 results, including what’s important to buyers now, what’s changing over time and how B2B brands can respond.

The Superpowers Index represents a landmark in B2B buyer research: a rigorous study, steadily built up over four years, consistently asking B2B buyers about their buying experiences and connecting that insight to business impact. Ignite 24 is the first time we’ll be talking about the results in public – don’t miss out!