The text discusses the challenges and strategies in B2B sales, particularly focusing on the concept of the “hidden buyer.” The hidden buyer is an influential decision-maker who often remains invisible to marketing efforts but holds significant purchasing power. The article emphasizes the importance of brand-building, creating content that appeals to a wide audience, and using real-life case studies to build trust. It also highlights the need for maintaining brand relevance over long sales cycles and employing unexpected sales techniques to win over hidden buyers. The overall tone is informative and strategic, aiming to provide actionable insights for marketing professionals to improve their B2B sales approach.
Kaynak: https://www.marketingprofs.com/articles/2025/53619/b2b-buying-process-hidden-buyer-role
