Trust and the Trojan Horse: Using thought leadership to convince internal influencers - with Annie Dunleavy of Edelman

In this episode of the 'Trust & Influence in B2B' podcast, host Joel Harrison speaks with Annie Dunleavy, EVP of Content Strategy at Edelman, about the critical role of internal influencers in B2B purchasing decisions. They explore Edelman's latest research revealing that over 40% of B2B deals stall due to internal misalignment, and how thought leadership can serve as a "Trojan horse" to reach hidden stakeholders who hold 50% of decision-making power but rarely interact with sales teams. Annie shares insights on why internal influencers prefer provocative content over validation, how quality thought leadership outperforms traditional marketing materials, and practical strategies for B2B marketers to engage these otherwise inaccessible audiences. Join them as they discuss the evolving complexity of B2B buyer groups and the future of thought leadership strategy.

Takeaways:

🎯 Hidden buyers hold 50% of decision-making power but are often overlooked by marketing efforts

📊 Internal influencers consume just as much thought leadership as formal decision makers (64% vs 63%)

🧠 86% of internal influencers want provocative ideas that challenge assumptions rather than validate existing thinking

🔓 95% say strong thought leadership makes them more receptive to future sales outreach

💪 71% view thought leadership as more effective than traditional marketing materials for demonstrating vendor capabilities

🤝 79% of internal influencers are more likely to champion RFP proposals from companies with strong thought leadership

🎨 60% of internal influencers prefer unique formats compared to 51% for target buyers

⚖️ 53% of both audiences agree that high-quality thought leadership matters more than brand recognition

📈 41% of decision makers have been encouraged by C-suite executives to consider vendors based on their thought leadership

🔄 Thought leadership creates internal virality, helping stakeholders advocate for vendors in closed-door conversations

Chapters:

00:00 - Introduction to Trust in B2B Marketing

01:32 - The Challenge of Internal Misalignment in B2B Deals

02:39 - Understanding Hidden Buyers vs Target Buyers

04:23 - Content Strategy for Internal Influencers

06:10 - Why Internal Influencers Want Provocative Content

08:58 - Thought Leadership as a Trojan Horse Strategy

12:09 - Building Credibility vs Traditional Marketing Materials

13:23 - Transforming Skeptics into Internal Advocates

15:10 - Creating Human-Accessible Content Formats

18:01 - Leveling the Playing Field for Challenger Brands

19:08 - C-Suite Influence and Top-Down Momentum

20:17 - Measuring Impact on Internal Influencers

25:28 - Three Key Recommendations for B2B Marketers

27:59 - The Future of Internal Influences and Buyer Complexity

Resources Mentioned:

🔎 The Jolt Effect by Matt Dixon - amazon.com/Jolt-Effect-Hard-Customers-Decide/dp/059308076X

🔎 LinkedIn and Bain Research on Buying Committees - business.linkedin.com  

🔎 Edelman's 2025 B2B Thought Leadership Report - edelman.com 

Follow Annie Dunleavy:

https://linkedin.com/in/anniedunleavy/

Edelman - https://edelman.com

Follow Joel Harrison:

https://linkedin.com/in/joelharrison/

B2B Marketing - https://linkedin.com/company/b2b-marketing/