The Invisible Buyer
Preference forms early. If a buyer only finds you once they’re looking, you’re already losing.
Most B2B decisions are shaped away from vendor visibility, long before a form is filled or a call is booked
The Invisible Buyer teaches B2B demand generation and revenue teams how to compete in that invisible window: earning recognition and trust at Day Zero, illuminating the dark funnel where preferences quietly form, and enabling entire buying groups to choose you on their own terms.
Grounded in current research, it is the next step beyond my previous works and can be put to action right this quarter.
Appendices
The Invisible Buyer’s Appendices equip you with the tools needed to forge your path through the dark funnel and build day zero influence:
- Audit frameworks
- Signal and content checklists
- Playbooks and SOPs
- Sample SLA and KPI dashboards
Behind the scenes
The Invisible Buyer is based on real, hands-on experience with B2B marketing. These three INFUSE case studies illustrate our work in helping clients from different verticals reach and engage new audiences:
The challenge:
DeepL boasted a library of enterprise content, but a lack of channels to put that content in front of the right buyers.
The solution:
In collaboration with the DeepL team, INFUSE developed and launched a four-campaign content activation program, with precision targeting informed by DeepL’s ICPs.
Results:
- High impact on marketing-influenced pipeline
- A repeatable SDR training framework now used across DeepL’s international campaigns
- An in-house demand generation team now equipped to run enterprise campaigns globally
The challenge:
ZEISS Industrial Quality Solutions needed a partner capable of running targeted programs to source qualified prospects in automotive, aerospace, medical, and electronics manufacturing.
The solution:
INFUSE deployed intent-driven nurture and content activation programs, with consistent reporting and next steps on every delivered batch.
Results:
- Steady influx of qualified prospects meeting ZEISS IQS’s target criteria
- Over 4x more contacts acquired through two follow-up campaigns, launched after the success of the first one
- A program the team describes as capable of running without supervision
The challenge:
A leading cybersecurity company needed net-new, qualified prospects for its AI-driven threat detection tools, in buying groups ranging from C-suite to practitioners.
The solution:
INFUSE developed and launched a paid media campaign with precision targeting against the client’s ICP, including qualification processes to ensure quality, and a custom multi-touch nurture program follow-up to enable buyers through their journey.
Results:
- A high volume of net-new MQLs with cost-per-lead (CPL) efficiency and strong revenue impact
- Contract renewed and expanded into an ongoing quarterly program, covering multiple product lines and business units
- INFUSE became the client’s top partner in the APAC region
What readers are saying
Revenue leaders worldwide are using The Invisible Buyer to reimagine how they win. Discover what they think, or leave your own feedback.
Multiple-time CMO,
Board Advisor, GTM Practitioner
“Recognition precedes selection” is a key concept in this book. Kesler argues that the shortlist is set before the search even starts, then gives you the discipline to be on it. Uncomfortable, and motivating, reading for anyone still optimizing for the last click.
Founder and CEO of Pavilion,
Investor and Advisor,
WSJ Best-Selling Author
Buyers were already researching without us. Now their AI agents are too, evaluating content we wrote for humans. Kesler wrote the book B2B teams will need for the next five years, not the last five. Read the final chapter first, then start again from the first page.
Chief Market Officer:
GTM Executive and Advisor
to CXOs & Teams
Most revenue teams are running on a third of the picture and calling it a pipeline. Kesler does the harder thing: he shows you what to build once you accept that the research deciding your fate happens where marketers and sellers can’t see it. The data architecture chapters make it worth the read.
Founder & CEO of Phave,
Co-Founder and CEO of The B2B CMO Project,
Co-Founder of Marketo
The lone champion was always a fiction we kept selling ourselves. Nine or ten people decide, and each one is privately looking for a reason to say no. This is the clearest guide I’ve read to earning the whole group’s confidence long before anyone fills out a form.
Multiple-time CMO, Board Advisor, GTM Practitioner
“Recognition precedes selection” is a key concept in this book. Kesler argues that the shortlist is set before the search even starts, then gives you the discipline to be on it. Uncomfortable, and motivating, reading for anyone still optimizing for the last click.
Founder and CEO of Pavilion, Investor and Advisor, WSJ Best-Selling Author
Buyers were already researching without us. Now their AI agents are too, evaluating content we wrote for humans. Kesler wrote the book B2B teams will need for the next five years, not the last five. Read the final chapter first, then start again from the first page.
Chief Market Officer: GTM Executive and Advisor to CXOs & Teams
Most revenue teams are running on a third of the picture and calling it a pipeline. Kesler does the harder thing: he shows you what to build once you accept that the research deciding your fate happens where marketers and sellers can’t see it. The data architecture chapters make it worth the read.
Founder & CEO of Phave, Co-Founder and CEO of The B2B CMO Project, Co-Founder of Marketo
The lone champion was always a fiction we kept selling ourselves. Nine or ten people decide, and each one is privately looking for a reason to say no. This is the clearest guide I’ve read to earning the whole group’s confidence long before anyone fills out a form.
Your buyers are already choosing
Get your copy of The Invisible Buyer and earn your place on the shortlist.
Alexander Kesler
As a visionary B2B marketing executive and Founder and CEO of INFUSE, I have 25+ years of experience founding and leading highly successful companies.
Focusing on solutions for B2B marketing, digital marketing, demand generation, data management, and security software, among others, I embrace innovation and transform concepts and methodologies into profitable, performance-driven businesses.
My companies made it into Inc. 5000, Inc. 500, and Entrepreneur 360 lists as some of the best, fastest-growing private companies in America.
Previous books
250+ Best Practices for B2B Marketing Success
250+ Best Practices for B2B Marketing Success is a step-by-step guide to becoming a leading B2B marketing professional, with proven, ready-to-use best practices for professionals at any point in their careers.
150+ Best Practices for B2B Marketing Success: Next-Level Strategies
Following up on its predecessor, 150+ Best Practices for B2B Marketing Success: Next-Level Strategies builds on its groundwork to introduce advanced strategies for B2B demand generation, ABM, and more.