The Growth Advantage Most B2B Brands Are Missing: Preference Marketing

In today’s B2B world, brands that win are the ones that shape buyer preference before the sales journey even begins. According to a new report by Forrester, 41% of B2B buyers have a single vendor in mind when they initiate their buying process, and a staggering 92% already have a shortlist.

This isn’t just a shift in tech b2b PR strategy or buyer behaviour, it’s a redefinition of how demand is generated. Buyers are increasingly autonomous, informed, and decisive, making the early stages of the journey more critical than ever. In this new environment, brand awareness and preference marketing aren’t optional, they are foundational to growth.

Preference Is the New Performance

Forrester’s new report, “Why Performance Marketing Falls Short,” outlines a major misstep in B2B marketing strategy: over-investment in performance tactics aimed at ‘in-market’ buyers, and under-investment in building early preference. By focusing too heavily on short-term conversions, brands risk missing the opportunity to influence the 92% of buyers already narrowing their options.

The truth is, demand isn’t created at the point of intent, it’s built through sustained visibility, relevance, and credibility. That’s the power of preference marketing, and it’s why integrated communications are now a strategic imperative for growth-focused brands.

Integrated Communications: Building Demand from the Top

To influence early and effectively, organizations need integrated communications strategies that span the entire funnel. This includes brand storytelling, earned media, content strategy, influencer partnerships, and social engagement—working together to create consistent, meaningful connections with audiences across channels and moments.

These touchpoints aren’t just nice to have but are the building blocks of preference. They are how a brand becomes not just known, but chosen.

AEO: The Future of Preference in an AI World

The rise of Answer Engine Optimisation (AEO) adds even more urgency to this shift. As AI-driven search tools like ChatGPT and Google SGE change how buyers discover and validate information, brands are no longer competing on SERP rankings—they’re competing to be the answer.

This means that content needs to be trustworthy, authoritative, and semantically rich. AEO rewards brands that have consistently built credibility and context over time, not those who arrive late with the loudest ad. A robust, integrated communications strategy is what puts your brand in a position to be cited, quoted, and surfaced when it matters most.

Bridging the Funnel: Strategy Across the Buyer Journey

This demands cross-functional thinking. It also requires partnerships, internal or external, that understand how marketing and sales interact, and how to move prospects from awareness to action with purpose and clarity.

Measuring What Matters

As priorities evolve, so too must the way we measure success. Metrics like impressions and click-through rates still serve a role, but they only tell part of the story.

Since its launch, SourceCode has followed the AMEC Integrated Evaluation Framework (IEF) (co-developed by our EVP Giles Peddy) to build smarter measurement strategies. The AMEC IEF emphasises outcomes over outputs and aligns communications to broader business goals, helping teams track influence across the entire funnel. Combining this framework with our Impact Dashboard means brands are well set for delivering powerful results.

Be The Brand They Already Prefer

In a world where buyers are self-directed, fast-moving, and increasingly reliant on AI-driven tools, brands need to be more than visible, they need to be valuable early.

Preference marketing isn’t a trend. It’s a mindset shift. It’s about showing up consistently, with clarity and credibility, long before a decision is made.

Ask yourself:

• Is your brand part of the shortlist before the buyer even reaches out?
• Are you investing in programmes that build preference, not just chase performance?
• Do your communications span the entire buyer journey?
  

If the answer is no, or not yet, it may be time to rethink how you generate demand.

Frequently Asked Questions

What does “preference marketing” really mean for B2B brands?
It’s about getting ahead of the buying journey. Preference marketing helps your brand become the one buyers already know and trust before they even raise their hand. It focuses less on chasing leads and more on showing up consistently with value.

Why does integrated communications matter in B2B PR today?
Because siloed tactics don’t cut it anymore. PR, content, social, and media need to work together if you want to build real momentum. A strong integrated strategy helps your brand stay top of mind and supports the entire buyer journey from awareness to action.

How is AI changing the way B2B buyers discover brands?
A lot. Buyers are turning to tools like ChatGPT and Google’s new AI-driven search experiences to find fast, trustworthy information. If your brand isn’t showing up in those results, you’re missing a key opportunity. That’s where Answer Engine Optimization, or AEO, becomes essential. It helps your brand become the answer, not just an option.

Ready to Build Preference and Performance?

Connect with SourceCode’s B2B and tech PR experts to create an integrated communications strategy that shapes buyer decisions.