The majority of buyers already read three to five pieces of content before talking to a rep. And as time goes on, buyers are only going to consume more content.

But not all content is created equal. It's becoming more common to find prospects who've been misinformed or misled by subpar sources -- making your role as a trusted advisor even more relevant.

To be successful in 2020, you’ll need to be skilled at “de-educating” in the prospect -- in other words, figuring out where their knowledge is faulty and setting the record straight.