A Forrester report shows that 73% of millennial B2B buyers prefer a purchasing process that doesn't require contact with a sales person at all. This generation of buyers is used to doing their own research online, calculating prices, comparing conditions, and only contacting a supplier when they're almost certain about working together—and they expect that contact to be the final step, not the beginning. The traditional logic of "wait for customers to ask, then provide information" completely breaks down in this context. Buyers have already narrowed their supplier list before reaching out. Suppliers not on that list never get a chance to pitch. Therefore, information must be prepared in advance, and the right version must reach the right person, so you can be considered during the buyer's evaluation phase.