Forrester: B2B buyers choose vendors before the buying process begins

More B2B buyers are going into their organizational purchasing process with their mind made up about vendors. That means B2B marketers may be missing their moment, and it’s costing them deals.

A new report from Forrester Research reveals that the vast majority of B2B buyers enter the purchasing process with strong vendor preferences already in place, leaving little room for late-stage marketing or sales efforts to influence outcomes. Titled “B2B Marketing and Sales Are Too Late to Influence Decisive Buyers,” the report finds that 92% of buyers start with at least one vendor in mind, and 41% already have a single preferred vendor selected before formal evaluation begins.

The findings, based on Forrester’s 2024 Buyers’ Journey Survey, challenge traditional notions of B2B marketing and underscore a growing imperative: Vendors must earn buyer preference long before intent signals appear.

“B2B buying today is a process of confirmation, not selection,” Forrester says. “Decisive buyers already know who they want to work with before they start gathering requirements or talking to vendors.”

When B2B buyers select vendors

Forrester says its data debunks the long-held belief that B2B buyers begin their journey with a blank slate. Instead, they are informed, opinionated, and heavily influenced by peers, digital content, analyst insights, and previous vendor experiences. Even among first-time buyers, half (48%) report entering the process with a preferred vendor in mind.

This behavior cuts across deal sizes, roles, and regions. Among solo decision-makers, 63% say they begin with a single vendor in mind. In deals under $10 million, 42% of buyers report the same. Preference is particularly pronounced at the executive level, with 47% of C-suite buyers expressing early loyalty, compared to 34% of individual contributors.

Geographic trends also emerge. Buyers in North America (45%) and Europe (43%) are more likely to start with a preferred vendor than their counterparts in Asia Pacific (36%).

In response, Forrester calls on B2B organizations to adopt a “preference marketing” strategy — proactively shaping buyer perception before active demand even surfaces. Key recommendations include aligning brand and demand teams, measuring brand preference as a core KPI, and expanding outreach to include the full network of influencers around the buyer.

“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.”

Forrester also suggests building strategic playbooks based on a vendor’s perceived position: leader, contender, or long shot. Each requires a tailored approach — whether it’s reinforcing dominance, emphasizing differentiation, or challenging buyer assumptions.

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