Episode 204: Fast, simple, trusted: What’s driving modern B2B buying decisions
Update: 2025-11-11
Description
In this episode of The B2B Marketing Podcast, David Rowlands sits down with Tom Setter, Strategy Partner at Dentsu B2B, to unpack the latest Superpowers Index, Dentsu B2B’s global study of over 16,000 B2B buyers and 35,000 buying experiences.
The report reveals the 30 decision drivers shaping B2B purchasing right now, highlighting the trends, shifts, and constants in what matters most to buyers. Tom sheds light on the biggest drivers, what’s changed (and not changed) year-on-year, and what B2B marketers can do right now to make 2026 their most commercially impactful year to date.
You can download the full report here: https://www.dentsu.com/uk/en/solutions/b2b/superpowers?utm_source=dentsu+b2b&utm_medium=b2b+marketing&utm_content=superpowers+b2b+report
The report reveals the 30 decision drivers shaping B2B purchasing right now, highlighting the trends, shifts, and constants in what matters most to buyers. Tom sheds light on the biggest drivers, what’s changed (and not changed) year-on-year, and what B2B marketers can do right now to make 2026 their most commercially impactful year to date.
You can download the full report here: https://www.dentsu.com/uk/en/solutions/b2b/superpowers?utm_source=dentsu+b2b&utm_medium=b2b+marketing&utm_content=superpowers+b2b+report
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