{"id":1623,"date":"2025-06-30T15:17:22","date_gmt":"2025-06-30T22:17:22","guid":{"rendered":"https:\/\/www.gordonbenzie.com\/blog\/?p=1623"},"modified":"2025-06-30T15:17:23","modified_gmt":"2025-06-30T22:17:23","slug":"win-the-hidden-buyer-journey-with-smart-influence","status":"publish","type":"post","link":"https:\/\/www.gordonbenzie.com\/blog\/win-the-hidden-buyer-journey-with-smart-influence\/","title":{"rendered":"Win the Hidden Buyer Journey with Smart Influence"},"content":{"rendered":"\n<p>Attending the American Marketing Association (AMA) conference in June 2025 reminded me why I prioritize events like this. Each time, I aim to return with at least three new concepts I can apply or share. This year, one insight hit me hard\u2014and it\u2019s still on my mind. It focused on how, today, more than ever, a hidden buyer journey exists. Marketers need to take notice. <\/p>\n\n\n\n<p><strong>Up to 98% of a buyer\u2019s journey happens before they ever visit a vendor\u2019s website.<\/strong><\/p>\n\n\n\n<p>That\u2019s not a typo.<\/p>\n\n\n\n<p>This number flips traditional demand generation strategies on their head. It also presents a real challenge: how do you influence a buyer before they ever know you exist?<\/p>\n\n\n\n<!--more-->\n\n\n\n<p>The old approach\u2014own the entire journey and lead buyers along a carefully crafted, step-by-step approach no longer works. My apologies to those who have invested heavily in a carefully crafted marketing automation strategy. Some changes are now needed. Some are now suggesting that marketing automation will become irrelevant.<\/p>\n\n\n\n<p>See this <a href=\"https:\/\/www.linkedin.com\/posts\/jonmiller2_b2bmarketing-marketingautomation-aiinmarketing-activity-7339298389517287425-ICM2?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAAAApEogBRRZaIG7sgo9mE1woSHDUaQtwhnI\" target=\"_blank\" rel=\"noreferrer noopener\">post by Jon Miller<\/a> with his perspective, where he references that there is a marketing automation Stockholm syndrome!<\/p>\n\n\n\n<p>Marketers can\u2019t control a hidden buyer journey. We can only influence it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The New Reality<\/h3>\n\n\n\n<p>This hidden phase of the buyer&#8217;s journey is where modern marketing battles are won or lost. It\u2019s where buyers define their challenge, explore solutions, and build their vendor shortlist. Only then\u2014maybe\u2014do they land on your website.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>I flagged this trend earlier this year\u2014read more here: <a href=\"https:\/\/www.gordonbenzie.com\/blog\/marketing-strategy-shift\/\">Now Is a Great Time for a Marketing Strategy Shift From Paid to Earned<\/a><\/p>\n<\/blockquote>\n\n\n\n<p>So, how can marketers stay relevant when most of the action happens off-site and out of sight?<\/p>\n\n\n\n<p>Here are <strong>three strategies to address the challenge<\/strong>\u2014and reclaim some control:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Engage Regularly with Third-Party Experts and Influencers<\/h3>\n\n\n\n<p>Analysts, consultants, and thought leaders have unmatched influence in early buyer research. They help shape opinions and solution strategies before a vendor enters the conversation. This is where you must be.<\/p>\n\n\n\n<p>Build consistent relationships with the experts who cover your space. Make sure they understand your market, product, and customer success stories. This is not a one-time briefing. It\u2019s a continuous knowledge-sharing process.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Gain a deeper perspective on the <a href=\"http:\/\/Understanding Industry Analyst Relations: Definition, History, and Impact - Making Every Word Count\">analyst relations process<\/a>. <\/li>\n\n\n\n<li>Learn more about how you can approach an <a href=\"https:\/\/www.gordonbenzie.com\/analyst-relations-services.html\" target=\"_blank\" rel=\"noreferrer noopener\">analyst relations strategy<\/a>.<\/li>\n<\/ul>\n\n\n\n<p>When buyers consult analysts and other influencers, your message must be in the mix. Influencer opinions often guide initial shortlists\u2014long before any vendor websites are loaded.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Invest in Buyer Intent Strategy to Track the Invisible Journey<\/h3>\n\n\n\n<p>If the buyer isn\u2019t coming to your site, where are they going? Buyer intent data can tell you.<\/p>\n\n\n\n<p>With the right strategy, you can gain visibility into off-site research behavior. This includes what content is being read, which vendors are being compared, and who\u2019s in-market.<\/p>\n\n\n\n<p>A market has emerged offering tools that track third-party website engagement. Engaging with these \u201cbuyer intent\u201d vendors can surface potential leads before they raise their hands. This allows you to tailor outreach to where they are on their journey\u2014without guessing.<\/p>\n\n\n\n<p>Instead of waiting for inbound leads, you meet buyers where they already are.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Prioritize Customer Review Sites Like G2<\/h3>\n\n\n\n<p>Third-party review sites are now a core part of the buying process. Buyers trust other buyers. They compare solutions, read reviews, and rank options. As consumers, we have been doing this for years. So too is the case with enterprise software and other big-ticket purchases.<\/p>\n\n\n\n<p>If you\u2019re not actively managing your presence on sites like G2, you\u2019re falling behind. This includes encouraging customers to leave honest reviews, responding to feedback, and monitoring how you stack up.<\/p>\n\n\n\n<p>Positioning here isn\u2019t just nice-to-have\u2014it\u2019s a demand gen necessity. It\u2019s one of the only ways to influence buyers during their invisible research phase. This is a great way to tap into the hidden buyer journey.<\/p>\n\n\n\n<p>Make sure your story is told well on these platforms. It should reinforce your overall messaging and brand positioning. When a buyer finally clicks through to your site, their opinion is already formed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Final Thought: Reassess the ROI of Influence<\/h3>\n\n\n\n<p>These three programs\u2014working with influencers, tracking buyer intent, and managing review platforms\u2014require time and resources. Great intelligence is never free. But their value is rising fast.<\/p>\n\n\n\n<p>If 98% of the journey is now \u201chidden,\u201d then the ROI lens must change.<\/p>\n\n\n\n<p>It\u2019s not just about measuring leads from your site anymore. Or choosing an attribution source reflecting the last measured contact (or some other weighted average metric).<\/p>\n\n\n\n<p>It\u2019s about influence and relevance in the early, unseen stages. The hidden buyer journey is real. It\u2019s about meeting the buyer before they even know your name.<\/p>\n\n\n\n<p>The marketers who embrace this shift will see more qualified leads, better engagement, and stronger brand trust. Those who don\u2019t will lose to competitors who showed up earlier\u2014silently but strategically.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A hidden buyer journey has created new challenges for traditional growth marketing strategies, driving a greater need for brand awareness.<\/p>\n","protected":false},"author":2,"featured_media":1627,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[114,115,57],"tags":[134,133],"class_list":["post-1623","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analyst-relations","category-awareness","category-marketing-strategy","tag-buyer-intent","tag-hidden-buyer-journey"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Win the Hidden Buyer Journey with Smart Influence - 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