LinkedIn has published a new study in collaboration with Edelman that shows how thought leadership content influences purchasing decisions. The report, based on nearly 2,000 management professionals, focuses on a frequently overlooked audience: the 'hidden buyers.'
Hidden buyers just as active as the primary target group
These hidden buyers are employees from departments such as finance, legal affairs, compliance, and procurement. While they may not have direct expertise in the product or service, they do influence the final purchasing decision. Research shows that 64% of these hidden decision-makers spend more than an hour per week consuming thought leadership content—almost equal to the 63% of primary target audience members.
What stands out is that these hidden buyers use thought leadership as part of their selection process. 55% of them indicate that evaluating thought leadership content is an important way to screen potential suppliers.
Thought leadership more effective than traditional marketing
The report shows that thought leadership provides a unique access point to hidden buyers who are difficult to reach through traditional sales efforts. 71% of this group has little to no contact with sales teams. However, 95% indicate that strong thought leadership makes them more receptive to sales and marketing outreach.
Furthermore, 71% of hidden buyers consider thought leadership to be more effective than conventional marketing in demonstrating the potential value of a supplier. This group also trusts thought leadership content more than traditional marketing materials when assessing competencies.
Challenging thinking takes precedence.
Hidden buyers turn out not to be 'box tickers.' They actually value provocative ideas that challenge their assumptions. 91% of this group sees fresh insights in their sector as a hallmark of quality thought leadership. Additionally, 86% prefer perspective-changing ideas over content that confirms their existing mindset.
Opportunities for lesser-known brands
The research offers promising insights for smaller or lesser-known companies. 53% of both groups indicate that brand recognition becomes less important when the thought leadership is of high quality. For hidden buyers, strong content can level the playing field during the purchasing process.
The study emphasizes that companies need to reconsider their content strategy to reach this influential but often overlooked audience. By focusing on accessible, engaging content, organizations can find unexpected allies in the purchasing process.