Verified Confidence: low
Primary source found; it says the same thing, the scope matches, and it is reasonably current.
Safe rephrasing
In the 2025 Edelman-LinkedIn survey, 79% of 'hidden' decision-makers said they are more likely to advocate for RFP proposals from firms that consistently publish high-quality thought leadership.
What the source says
79% of hidden decision-makers say that during the RFP process, they’re more likely to advocate for proposals from companies that consistently produce high-quality thought leadership (versus those who do not).
Edelman and LinkedIn — 2025 B2B Thought Leadership Impact Report
- Commonly cited as
- "Thought leadership wins RFPs"
- True origin
- Edelman and LinkedIn — 2025 B2B Thought Leadership Impact Report
- Type
- Stat check: A widely repeated statistic traced back to its origin.
- Year
- 2025
- Data as of
- 2025 survey
- Last checked
- Method & sample
- Online survey of 1,934 global business executives, recruited through LinkedIn.
- Drift between quote and source
- Stated preference, not win-rate data
- Sponsor interest
- Interest
- Edelman is a PR agency and LinkedIn sells B2B ads; both benefit from demand for thought leadership.