Vendors are missing out by not engaging buyers early or sharing helpful information. Buyers don’t trust information about vendors and software The most crucial obstacle buyers face when making decisions is the lack of credible content. One in two respondents mentioned that they couldn’t find credible content or knowledge of vendor offerings, that content isn’t specific to their industry, vendor websites are unreliable, and it’s hard to find independent content to support them. 2022 G2 Software Buyer Behavior Report 10