In B2B marketing, there’s a lingering myth that legacy always wins: that the company with the biggest name, deepest pockets, and longest history is automatically the best choice. But that’s not always the case.
According to the 2025 Edelman-LinkedIn B2B Thought Leadership Impact Report, more than half of B2B decision-makers (53%) say that when a company’s thought leadership is strong, brand recognition matters less. In other words: sharp, well-crafted insights can help a lesser-known brand outshine the market leader.
That’s both a wake-up call and a window of opportunity. For challenger brands — newer or lesser-known brands within a category — high-quality thought leadership can level the playing field. It can earn them a spot in the consideration set, even without broad brand awareness. But getting into the conversation is only the first hurdle.
Why Hidden Buyers Matter
Adding complexity to this equation: B2B purchase decisions aren’t made by individuals. They’re made by buying groups composed not only of expected “target buyers” for a product or service, but also “hidden buyers” — stakeholders from finance, operations, legal, compliance and procurement — who wield just as much influence in the decision process and veto up to half of shortlisted vendors.1
Though often overlooked by traditional sales and marketing efforts, hidden buyers are just as hungry for smart content as the core audience: 63% of hidden buyers spend over an hour each week consuming thought leadership, on par with 64% of target buyers.
Even more telling:
- 95% of hidden buyers say compelling thought leadership makes them more open to sales and marketing outreach.
- 79% are more likely to champion a vendor during the RFP process if that vendor consistently publishes quality thought leadership.
For challenger brands, this presents a clear opportunity: smart insights can break through and reach deeper into the buyer group than traditional marketing and sales tactics alone.
What Really Drives the Final Decision
Once a vendor makes the RFP shortlist, they’ve likely cleared the baseline criteria: compliance, capability, cost. At that moment, being the “safest choice,” often the legacy provider, matters less considering only 41% of hidden buyers cite being the “safest choice” as a top factor when finalizing a decision.
What matters more are:
- Cultural (56%) and strategic (68%) fit with their organization
- Recognition as a leading expert in the field (74%)
- Understanding of trends affecting their industry (76%)
- Demonstrated understanding of their business’s specific challenges and needs (85%)
These buyers are seeking real partners — those who understand their business and bring value beyond the obvious. Thought leadership can demonstrate that a challenger offers these key ingredients, even if they’re not the biggest name in the mix.
How Bold Content Gives Challengers an Edge
The strongest challenger content doesn’t imitate the market leader. It brings original thinking and a fresh perspective. That’s exactly what hidden buyers are looking for:
- 86% favor perspectives that challenge their assumptions, not just validate their thinking on a topic.
- 91% want insights that uncover unseen risks or opportunities for their industry or business.
- 60% prefer unique formats or styles that stand out from the crowd.
In this context, boldness isn’t a nice-to-have. It’s a business strategy. A smart, provocative article can become a conversation starter and spark internal discussion. When you’re not the incumbent, your content signals your credentials.
Turning Insights into Influence
To win over hidden buyers, challengers should:
- Prioritize them: Treat hidden buyers as a core audience from day one.
- Earn trust through insights: If your name and logo aren’t familiar, let the strength of your ideas build credibility and influence.
- Equip hidden buyers to advocate for you: Deliver insights that helps buyers build consensus and make your case internally.
In a crowded market, authority isn’t granted by legacy alone. It’s earned with relevance, originality, and clarity. Done right, thought leadership can open doors, elevate your brand, and give even the hardest-to-reach voices in the room a reason to speak up on your behalf.
Annie Dunleavy is EVP, U.S. Head of Content Strategy of Edelman Business Marketing.