Modern B2B buyers are becoming increasingly empowered, informed, and decisive.

Why "performance marketing" is no longer enough in the B2B sector

Changes in buyer behavior

Modern B2B buyers are becoming increasingly empowered, informed, and decisive. Many of them already have a preferred supplier list in mind when thinking about making a purchase. According to Forrester, half of buyers, 41%, have one supplier in mind from the very beginning of the purchasing process, while 92% have already created a short list.

This means that the buyer's journey has largely transformed into a process of confirmation rather than selection. In other words, by the time they officially start discussing whether to buy or not, they have mostly already decided which brands they are considering as potential partners.

Why "performance marketing" is limited

Many companies continue to focus solely on "performance marketing," trying to attract those buyers who already have a clear intention to purchase. However, there is a significant problem hidden here: at that moment, the buyer's opinion is almost formed, and your influence becomes limited.

As a result, the company often simply becomes "cannon fodder," competing against preferred suppliers and being forced to go down the path of price reduction.

The importance of preferred marketing

This situation requires a new approach. B2B marketers need to balance resources and develop preferred marketing. This approach aims to create a positive attitude and trust towards the brand even at the stage when buyers are not yet thinking about making an official purchase.

Preferred marketing involves:

• long-term investments in brand positioning,
• strengthening your presence and reputation in the market,
• combining demand-generating programs with brand recognition.

This approach ensures that your organization is on the buyers' short list from the very beginning, ideally becoming their first choice.

How to implement preferred marketing

1. Market research – understand the needs, preferences, and perceptions of your target buyers.

2. Consistent brand communication – build trust and recognition through long-term campaigns.

3. Measuring preference – apply metrics (e.g., brand perception, market mentions, buyer sentiment) to monitor how well you fit into buyers' minds as a desirable option.

4. Collaboration between sales and marketing – create unified playbooks that help sales teams leverage the results of preferred marketing.

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B2B buyers approach the official purchasing process with already formed opinions and a list of preferred suppliers. If your company tries to exert influence only at that moment, it is often already too late.

That is why performance marketing alone is no longer enough. It is necessary to invest in preferred marketing so that your brand is on the buyers' short list even when they are just starting to think about purchasing. This ensures sustainable growth, market share expansion, and higher efficiency.

*The article was also prepared using data from AI․