Hidden Buyers Account for 64% of B2B Research Time: Marketers Must Act
Edelman's 2025 B2B Thought Leadership Report finds internal stakeholders—“hidden buyers”—spend as much or more time researching purchases as end users, with 64% dedicating equal or greater effort. Because they can sway final decisions, brands that ignore them risk losing deals; tailoring content and outreach to these influencers is now essential.