INVISIBLE INFLUENCE: UNLOCKING THE POWER OF HIDDEN BUYERS

Summary from the TLDR Marketing newsletter

Hidden buyers are internal stakeholders who are not end users but still influence purchase decisions. They play a crucial and often overlooked role in B2B deals. These buyers are just as engaged as target buyers, with 64% spending over an hour a week on thought leadership and 55% using it to vet vendors. Yet 71% have little or no direct interaction with sales. High-quality, insight-driven content helps build trust and can turn skeptics into advocates. It also encourages hidden buyers to support lesser-known brands during final decisions.