Many B2B businesses have come to believe that there is an asymmetric relationship between the company and its buyers. The perception is that buyers are “in control” and armed with more information than ever before.
But what research has discovered is that many of today’s B2B buyers are NOT empowered and, what’s more, they have little interest in being so.
The eBook discusses the asymmetry of information, but because buyers don’t know how much they need or what information they can trust, they consume too much information, which doesn’t leave the buyer empowered or better able to make that purchase decision.
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