Also, it’s not enough to simply reach your audience; you must resonate with them. Understanding your audience is key. Alarmingly, our research shows that almost half, or 47% of decision-makers feel that most thought leadership does not seem to be created with their specific needs in mind. Gartner reports that the buyer journey is more complex than ever: today’s typical purchase committee includes “six to 10 decision makers‚ each armed with four or five pieces of information they have gathered independently and must de-conflict with the group. At the same time, the set of options and solutions buying groups can consider is expanding as new technologies, products, suppliers and services emerge.” Thought leadership can play a critical role in influencing this group, but only if you’re able to successfully address a variety of needs.