Here’s a harsh truth: Most B2B marketing teams are chasing deals they’ve already lost because, for decades, B2B marketing has operated with a fragmented approach — brand and demand teams often functioning independently, with separate budgets, campaigns, and metrics. While this separation may have seemed practical (e.g., each team could focus on specific objectives), new research reveals that it’s now a major obstacle to growth. At Forrester’s upcoming B2B Summit North America in Phoenix, taking place April 26–29, we’ll unveil groundbreaking insights that highlight why current approaches drive diminishing returns and how uniting brand and demand marketing is essential for addressing today’s increasingly empowered B2B buyers.

Confronting Decisive B2B Buyers

In Forrester’s Buyers’ Journey Survey, 2025, we found that 68% of B2B buyers already have a front-runner vendor in mind at the very start of their purchasing process — and 80% of the time, that front-runner wins. This is a gut punch for marketing teams who’ve striven to influence in-market buyers, because it starkly reveals that most buying decisions are made long before engagement in a formal purchase process. It also signals a seismic shift in buyer autonomy, accelerated by digital self-education and AI technologies. Buying groups are far less likely to seek vendors to guide their choices; they’re validating decisions they’ve already made. The question is: How can marketers build preference early enough to shape outcomes?

68% of B2B buyers already have a front-runner vendor in mind at the very start of their purchasing process — and 80% of the time, that front-runner wins.

Enter Preference Marketing

The answer lies in uniting brand and demand efforts to create early buyer affinity. Rather than focusing solely on capturing demand during an active purchase process, marketing teams must work together through integrated campaigns that establish preference to get their company in pole position at the very beginning of the buyer journey and then drive adaptive demand programs to close and win. This preference marketing-driven approach ensures that providers remain top of mind when purchase intent materializes and are positioned as preferred partners rather than just another option during the negotiation stage.

Unfortunately, many B2B marketing teams still operate under outdated assumptions. Forrester’s 2025 B2B Brand And Communications Survey showed that only 19% of B2B marketing leaders believe buyers have clear vendor preferences at the beginning of the purchase process. This disconnect underscores why brand and demand teams must work together to share responsibility for preference-building across the buyer lifecycle.

Our research identifies actionable steps to make preference marketing a reality:

  • Align metrics and goals. Marketing teams need shared metrics that link preference-building efforts to demand and sales outcomes. For example, measuring “share of preference” can reveal the campaigns that influence buyer decisions, drive revenue, and align priorities.
  • Leverage preference signals. Buying group members often begin their research and discovery process early. By identifying and targeting preference intent signals (for example, by triangulating first- and third-party data), marketers can understand if they’re in pole position and have preference or are considered an underdog in the race.

At B2B Summit, we’ll explore how brands can embrace this critical evolution to drive sustainable growth in today’s competitive landscape. Don’t miss this opportunity to get exclusive insights and actionable strategies that you can use to gain an edge with buyers at the start of their purchasing journeys. Learn more about B2B Summit North America and register today.