I need a new laptop. I also know that I won't be happy until I have done exhaustive research to assure myself that I have purchased the perfect machine for me: the right compromise of weight and power, the best video for my needs, the right-sized keyboard, and so on. There are so many options to consider, and so many choices, that I'm making my 3-year-old Toshiba, with Vista, last as long as possible.

Do your B2B buyers feel overwhelmed, too--to the point where they just aren't buying?

I wondered this as I read Ted Mininni's blog post on MarketingProfs, "Don’t Confuse the Customer: Limit Choices, Make More Sales." The post is written for the B2C marketer, but the concept works for B2B as well.

Mininni asks: "Has a store that is packed with selections overwhelmed you and turned you off?" The question is relevant whether the product is potato chips, laptops, or IT services.

If your company markets ERP software or employee benefits, for example, your buyers have to do a lot of research before they can make a short list, let alone make a decision. But if they perceive the number of choices to be manageable, they won't be paralyzed by indecision--they will decide, act, and buy. As B2B marketers, it is in our best interest to narrow the field.

Targeting and positioning (starting with the sage advice of Ries and Trout in the classic book, Positioning) are tried and true techniques. Now they must be adapted to the buyer who controls the buying cycle. That means:

• Identifying the buyer's stage of the buying cycle as part of their persona. Are they unaware of your product or brand, or just need more education about it?
• Placing the buyer's agenda above your own. Buyer's don't care about your company's events unless you can help them get their jobs done. Devise content that provides benefit now, on their terms.
• Utilizing the channels where buyers are looking for content--social media being a critical piece. Don't expect buyers to seek out your company--but do expect them to seek out information. Where do they look for helpful, objective information? Be in those conversations.

A content strategy that respects the buying cycle is key to helping the buyer eliminate some choices and focus the buying decision. This strategy leaves control with the buyers--where it belongs now--and places the right information in front of them at the the right time. Adopt a content strategy that avoids overwhelming them with choices, and instead enables an informed decision in your favor.