68% of buyers already have a front-runner before they start searching. 80% of the time, that front-runner wins.*
Don’t let your demand gen team get stuck optimizing for a moment that’s already passed. AI-powered buyers are vetting vendors, drafting RFP criteria and building shortlists in a prompt screen — all before they ever hit your site or talk to sales. Unified Demand flips the script on a now defunct model: instead of chasing buyers once they’re in-market, you build the authority and trust that makes you the front-runner before the search even begins.
In this guide, you’ll learn:
- Why traditional demand gen is losing in a landscape defined by zero-click search and AI-mediated research — and how shifting to “preference marketing” puts you back on the path to long-term success
- How to earn the kind of authority that derisks decision-making through the voices buyers (and LLMs) trust
- How to reach more of the 13+ stakeholders in modern buying groups instead of a single champion (before they kill your deal at the finish line)
*Source: Forrester
