South Africa, June 27 -- These "hidden buyers" - internal influencers who don't take sales calls and don't show up on CRM dashboards - are quietly shaping purchasing decisions behind the scenes.

The report interviewed nearly 2,000 management level professionals.

The new power brokers in B2B

Hidden buyers include finance, legal, compliance, and operations professionals who may not use your product - but they have veto power. And more than 40% of B2B deals stall because of misalignment in buying groups. That misalignment often comes down to these hidden influencers who remain untouched by traditional sales efforts.

So what does reach them?

Thought leadership is your Trojan horse

While they're harder to reach through sales, hidden buye...