The 5 Biggest Insights from LinkedIn’s Hidden Buyer Study

In 2025, B2B buying decisions aren’t just made in boardrooms. They’re shaped behind the scenes by professionals you likely won’t meet in a sales call.

They’re called hidden buyers, and according to LinkedIn and Edelman’s latest joint report, they might be the most important audience your content never targets directly.

Who Are Hidden Buyers?

They’re not the ones signing the contract, but they’re reading your content, influencing internal conversations, and blocking or boosting deals. Unlike target buyers (product owners or direct users), hidden buyers often work in finance, ops, or compliance.

What makes them critical?
They’re harder to reach via sales, but highly engaged with thought leadership content, especially on LinkedIn.

What the Data Says

• 71% of hidden buyers report having little or no contact with sales
• Yet 95% say high-quality thought leadership makes them more open to outreach
• 86% prefer content that challenges assumptions, not just confirms them
• 53% say brand recognition matters less if the thought leadership is strong
• And 79% are more likely to advocate for a vendor in an RFP if the content is compelling

This means: great content isn’t just informative — it builds internal momentum, especially when you’re not in the room.

Why LinkedIn Is the Epicenter

The entire survey was conducted on LinkedIn, and hidden buyers cite professional social platforms as a key place where they consume insight. That makes LinkedIn not only a publishing channel but also a buying signal platform, especially for content that lives beyond the algorithmic shelf life of a campaign.

What High-Quality Thought Leadership Looks Like (to Hidden Buyers)

Based on the report:

• Clear, human, and non-academic writing is preferred
  → 57% want quick takeaways, not deep dives
  → 65% prefer a human tone over formal language
• Content should feel fresh and boldly opinionated
  → 91% value insights that reveal something they hadn’t noticed in their own org
• Visual identity matters
  → 60% associate distinctive design with high-quality thinking

One Key Insight for Marketers

Most marketing content is still written “for decision-makers” — but 2025’s real influence comes from the decision-enablers: hidden buyers, mid-level researchers, functional evaluators.

They don’t attend your webinars. But they scroll LinkedIn. And they remember the company that helped them sound smarter in a meeting.

The real decision-makers might not follow your brand. They might not even know your name. But they’re watching how you think.

And in 2025, the most effective way to earn their attention—and influence the deals they touch—is through high-quality thought leadership delivered on the platforms they trust.

Source: 2025 Edelman-Linkedin B2B Thought Leadership Impact Report.

Want your LinkedIn presence to start working smarter?

At Smart 360, we help companies turn LinkedIn into more than just a platform — we turn it into a strategic asset. From positioning C-level voices to building high-impact company pages, we craft thought leadership ecosystems that reach the right audiences, including the ones you don’t see.