Report: Over 40% of B2B deals stall due to hidden buyers

More than 40% of B2B deals stall due to internal misalignment within buying groups, according to a new report by LinkedIn and Edelman. A key factor behind the slowdown? Hidden buyers, internal stakeholders who influence purchasing decisions but are often left out of sales and marketing strategies.

The joint report, titled “Invisible influence: Unlocking the power of hidden buyers”, found that these stakeholders hold significant sway over vendor selection, despite not being the primary users of products or services. However, they remain largely overlooked by traditional outreach efforts.

Based on a global survey of 1,934 business executives, the study found that hidden buyers are anything but passive. They actively consume and evaluate thought leadership content, often taking a strategic view of procurement and showing a stronger appetite for bold ideas and challenger brands than target buyers.

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In fact, hidden buyers consume thought leadership at nearly the same rate as target buyers. The report found that 63% of hidden buyers spend more than an hour each week engaging with such content, compared to 64% of target buyers. The content also plays a critical role in vendor vetting, with 55% of hidden buyers and 56% of target buyers using thought leadership to inform their shortlists.

Unlike direct sales outreach, which hidden buyers tend to avoid, strong thought leadership is more likely to cut through. 95% of hidden buyers said compelling content makes them more receptive to sales and marketing efforts. In addition, 71% of hidden buyers said thought leadership is more effective than conventional sales materials in demonstrating a vendor’s potential value, while 64% said they trust thought leadership more than marketing content or product sheets when assessing capabilities.

Many also become internal advocates for brands they discover through such content, including even lesser-known vendors. For hidden buyers, the “safest choice” isn't the only factor that matters in a final purchasing decision, with majority understanding of their business's challenges and needs. 

Additionally, over half of all respondents, both target and hidden buyers, agreed that when thought leadership is high-quality, brand recognition matters less.

Style and tone also play a role in driving engagement. 60% of hidden buyers said they value a unique content format, while 57% prefer quick takeaways over dense, academic reports. 65% said they favour a more human, less formal tone.

To help brands connect more effectively with this group, the report laid out eight ways marketers can win over hidden buyers through thought leadership. These include treating hidden decision-makers as a core audience from the outset, identifying internal friction points in the sales journey, and tailoring content to different priorities within the buying group.

Other recommendations include leading with bold ideas that challenge assumptions, equipping hidden buyers to advocate internally, and using creative formats with a more human tone. The report also advised marketers to show up where these buyers already are, professional platforms and feeds, and to build credibility through insights rather than logos or taglines.

This marks the seventh annual collaboration between LinkedIn and Edelman, with the latest edition reinforcing the full-funnel impact of thought leadership on B2B buying behaviour.

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