Take a careful look at your marketing efforts. Are they linear and straightforward? How many touchpoints are there before your customer gets the information they're seeking? Is there too much going on? Would you get frustrated?
The Harvard Business Review agrees: "Customers feel overwhelmed … Most B2B sellers think their customers are in the driver's seat — empowered, armed to the teeth with information, and so clear about their needs that they don't bother to engage with suppliers until late in the process, when their purchase decision is all but complete. Customers don't see it that way."8 As the scientific studies show, customers get increasingly uncertain and stressed the more information and complexity they encounter. They may ask for information, but only because no one is guiding them proactively toward a decision. They don't need all those touchpoints, those 40,000 SKUs of information (remember Trader Joe's?). Potential buyers just want to be pointed to a good business-to-business risotto that looks tasty.
Your marketing communications are that guide. It's why simple tools such as infographics have become so popular. One highly visual page can contain a handful of compelling messages under a single irresistible claim or promise. If someone wants more information, fine. Hopefully, it's well organized on a website that's referenced on the page, or, even better, a phone number actually leading to an expert.
Yes, you have a treasure trove of data, and by all means, keep it — in a vault, doled out piece by piece, to avoid customer analysis paralysis. Be careful leading with, or even using, complex or technical information in your marketing communications. That's the neutrinos that go in and out of the brain without touching a brain cell. Your job is to capture customer attention in a world of information overload that is out of control.
The way forward is radical simplification: of every communication you offer your clients.