Business buyers have a simple goal: to find the best product for their needs. But achieving that goal is an increasingly complicated proposition. Business buyers can now find more product information in a variety of places than ever before. They interact with an average of 7.9 touchpoints — including analyst reports, company websites, product review sites, market places, social media, and more — before making a decision. This explosion of information has created a paradox. Businesses like having all this data, but they also say it makes the buying process more difficult.