Your best buyers are lurking

July 17, 2025

There’s a group of people shaping B2B buying decisions that you’ll never see in your CRM. They don’t click your CTAs. They don’t follow your page. But when your champion forwards your proposal to the wider team? They’re the ones reading it, debating it, and giving the real yes or no.

LinkedIn and Edelman’s new report finally puts numbers behind this: the hidden buyer is real, and they’re quietly using thought-leadership to decide who’s worth taking seriously.

The data is clear:

55% of hidden decision-makers use thought-leadership as part of their vendor vetting
86% want content that challenges assumptions, not just confirms what they already know
53% say strong thought-leadership can make up for low brand recognition

Let’s be honest: B2B marketing is often stuck in the comfort zone. Safe blog posts. Predictable talking points. A carousel here, a checklist there. But that’s not what hidden buyers want and it’s definitely not what earns trust.

Here’s the hard truth: If your content sounds like it could come from any other company in your space, it probably isn’t doing much. And if you’re not saying anything bold, original or genuinely useful, the buyers who matter most won’t even notice.

Thought-leadership is more than a nice-to-have, it’s the front door to influence. Not in the “CEO-on-a-stage” kind of way. But in the form of smart, opinionated, clearly articulated ideas that give people something to think about. That show them how you see the world—and how you can help them navigate it.

So, what should you actually do?

Start with real conversations. Bring your subject-matter experts, customers, or internal teams together to talk through the big questions in your industry. Film it. Write it up. Cut it into snackable clips. Turn it into a POV piece. Use AI to help package and scale it but make sure the thinking is human and sharp.

And push for budget. If you’re serious about demand gen, you can’t afford to treat thought-leadership as filler. It’s the thing that gets you shortlisted before you even know someone’s looking.

Because the hidden buyers are out there and if you’re not influencing them now, someone else is.

Feeling stuck at how to get to your audience? Don’t sweat out, we’re here to help. Book a consultation today.

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