Pivot from pointless pipeline pursuit to preference marketing

Pipeline pressure is real. But chasing every signal, click, and hand-raise can push marketing teams into short-term motions that miss how B2B buying actually happens.

Today’s buying groups research independently, form opinions early, and often build preference long before they ever talk to sales. For marketers, that means the job is not just to capture demand when buyers raise their hands. It is to shape demand before the active buying window opens.

In this Forrester report, Pivot From Pointless Pipeline Pursuit To Preference Marketing, you’ll explore why preference matters in modern B2B marketing and how teams can rethink their approach to audience strategy, activation, and measurement.

Read the report to explore how B2B marketers can:

• Move beyond pipeline-at-all-costs motions that overvalue short-term activity
• Build preference earlier in the buying journey, before buyers identify themselves
• Focus marketing investment on the accounts, buying groups, and moments that matter
• Rethink how campaigns influence demand, engagement, and revenue outcomes
• Evaluate marketing impact beyond clicks, form fills, and isolated lead metrics
  

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Forrester, “Pivot From Pointless Pipeline Pursuit To Preference Marketing,”

Ian Bruce, Kelvin Gee, Matthew Selheimer, Terry Flaherty, Steven Casey, Joaquin Montelibano and Kate Pierpont, March 26, 2026.

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