B2B Teams Accelerate with Preference Marketing Strategy

Published: July 27, 2026 • Reading Time: 6 min read • Reporting: Intelligence Division

Ian Bruce and Kelvin Gee share insights on how B2B teams can adopt a preference marketing strategy to gain a competitive edge, emphasizing the importance of understanding customer preferences. This strategy can help B2B teams pull ahead in a market where most deals are already lost.

At the B2B Summit North America, Ian Bruce and Kelvin Gee discussed the importance of preference marketing in B2B, highlighting its potential to build a competitive edge. They emphasized that most B2B teams are chasing deals they've already lost, and that a preference marketing strategy can help teams to better understand customer preferences and pull ahead. This approach requires a deep understanding of customer needs and preferences, and can be a key differentiator in a crowded market.