爱德曼×领英：2025年 B2B 思想领导力影响报告：隐形影响力-释放隐性买家潜力（英文版）（35页）.pdf

1、2025 B2B Thought Leadership Impact ReportInvisible Influence:Unlocking the Power of Hidden Buyers2025More than 40%of B2B deals stall due to internal misalignment within buying groups.1 A major cause:hidden buyers internal stakeholders who significantly influence business purchases even if they are n

2、ot the primary users of a product or service.They value original insights,are deeply engaged with thought leadership content,and are even more open to disruptive ideas and challenger brands than their more visible counterparts.Both hidden and target buyers agree:high-quality thought leadership is mo

3、re effective than traditional marketing or product information in conveying a suppliers capabilities,thinking,and value.For hidden buyers in particular,the right thought leadership can transform initial skepticism into advocacy,creating champions for lesser-known brands.In todays crowded marketplace

4、,high-quality,memorable thought leadership isnt just a nice-to-have its a critical lever for earning trust,creating differentiation,and winning deals.Unlike target buyers,who are the functional users of specific products and services,these hidden buyers are often overlooked by traditional sales and

5、marketing efforts,yet they play a pivotal role within the buying group.In fact,these hidden buyers exert just as much influence over purchasing decisions as their target-buyer counterparts.2 With economic uncertainty ahead,suppliers need every advantage to win new business understanding this group o

6、f influencers can offer a valuable edge.In our 2025 survey of nearly 2,000 management-level professionals,we focused on key sub-samples of target decision-makers,hidden decision-makers,and hidden decision-influencers.The study reveals these hidden buyers are not simply“box-checkers”who are solely fo