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In today’s complex B2B landscape, buying decisions are rarely made by just one stakeholder. Instead, they’re shaped by a broader group of internal influencers: “hidden buyers.” Their involvement may not be visible, but their influence can fast-track a deal — or bring it to a halt. In fact, more than 40% of B2B deals stall due to internal misalignment within buying groups.* Overlooking these voices isn’t just a miss; it’s a risk.
So, how do you influence the hidden buyer?
Now in its seventh year, the 2025 B2B Thought Leadership Impact Report from Edelman and LinkedIn draws insights from nearly 2,000 global professionals, including both visible and hidden decision-makers. The takeaway is clear: thought leadership isn’t just content marketing; it’s a strategic tool for building trust, driving alignment, and opening doors where ads and traditional sales methods fall short. This year’s report is your guide to reaching deeper into the buying group — and turning silent influencers into powerful advocates.
Hidden buyers actively discover, consume, and evaluate thought leadership just like target buyers.
Hidden buyers may be hidden, but that doesn’t mean they’re passive.
Far from being “box-checkers,” hidden buyers value thinking that informs or even challenges their perspectives.
Bold, perspective-shifting ideas earn their attention. Thought leadership is a way to impress.
Hidden buyers can be powerful advocates for new or lesser-known brands.
At the moment of the final decision, strong content and insights can help level the playing field, inspiring hidden buyers to advocate for less familiar vendors.
Explore the findings
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Insights
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Reference Cited in First Paragraph:
* Matt Dixon, “The JOLT Effect: How High Performers Overcome Customer Indecision,” 2022.