Business-to-business (B2B) operations are often complex because they involve many participants, such as manufacturers, wholesalers, distributors, and service providers. Aside from the participants, B2B also has stakeholders who form buying groups.

The buying group comprises initiators, influencers, decision-makers, and users who determine the success of B2B transactions. All the participants and stakeholders in the B2B operations make the landscape even more complex for sellers.

The B2B Buying Matrix: Why 67% of Decision Makers Are Invisible And How to Reach Them in 2024

As a result, the marketing team has a hard time pinpointing who to target with marketing campaigns since 67% of the stakeholders aren’t known directly and therefore “invisible.” The marketing team can still read the invisible stakeholders through the strategies below.

Marketers in B2B operations can build authority through strategic links for effective marketing. Any business looking to sell products to “invisible” decision-makers has to establish itself as an authority in the industry.