Craig Cutler @craigcutlerstudio
Summary.
The amount of product and service information available to B2B customers has become overwhelming. Analyst reports, corporate blogs, display advertising, email marketing, infographics, podcasts, white papers, word-of-mouth recommendations: All are competing for the opportunity to influence buyers. So much accurate and trustworthy information exists online that B2B customers dedicate only 17% of their purchase process to talks with potential suppliers. They spend most of their time independently researching vendors and the industry at large. The trove of easily accessible information has proved valuable, but it has complicated the purchase process. Too much information exists for buyers to make sense of it on their own.