Buyers want industry navigators — not just thought leaders

Today buyers have more access than ever to invaluable information that can guide their needs, decisions and actions. Tomorrow they will have even more. So on and so forth.
High-quality content and thought leadership is becoming a norm in industries that have a presence on the internet. And while all that information, insight and education is “free” for the tuned-in, savvy buyer, it can also overwhelm to the point of indecision, avoidance and confusion.
In fact, in a recent Gartner Inc. research report, “Redefining the High-Performing Seller for the Information Era,” 89% of the more than 1,000 B2B buyers surveyed indicated that they found information encountered during a buying cycle high-quality — but the abundance of quality information ultimately hindered their decisions and trust of the information, leading to a smaller action that would have less disruption than originally planned.
When a Seller Becomes a Trusted Advisor
If buyers are not finding high-quality