A new Forrester report suggests B2B marketers may be arriving too late to influence purchasing decisions — with most buyers entering the process already favouring a specific vendor.
According to the research, 92% of B2B buyers start their journey with at least one vendor in mind, and 41% already have a preferred vendor selected before any formal evaluation. The findings come from Forrester’s 2024 Buyers’ Journey Survey and suggest that traditional lead generation and mid-funnel tactics may be missing the window of influence.
“B2B buying today is a process of confirmation, not selection,” the report states. “Decisive buyers already know who they want to work with before they start gathering requirements or talking to vendors.”
This preference trend spans geographies, deal sizes and roles. C-suite executives are especially likely to enter the buying journey with clear favourites (47%), while North American and European buyers show more defined early preferences than those in Asia Pacific.
Reinforce your authority, says Forrester
Forrester’s analysis signals a shift toward what it calls “preference marketing” – a strategy focused on influencing buyers before demand signals surface. This includes investing in brand-building, aligning brand and demand functions, and targeting the wider circle of influencers involved in buying decisions.
The report also advises vendors to tailor their approach based on perceived market position. For established leaders, that means reinforcing authority. For challengers, it requires focused differentiation. And for outsiders, it involves reframing the buyer’s assumptions entirely.
“Short-term lead generation alone cannot move the needle with decisive buyers,” the report warns. “Vendors must focus on becoming the category leader in buyers’ minds before the RFP ever lands.”
For B2B marketers, the takeaway is clear: to win deals, you must shape perception long before the buying cycle begins.
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