This document discusses how buyers are increasingly researching and educating themselves online before engaging with salespeople. It notes that over 70% of Americans look at product reviews before purchasing, and buyers consult an average of 10.4 sources. Over 50% of B2B buyers form a shortlist before contacting any vendors. As a result, the author argues that if businesses are not providing helpful, educational digital content for invisible buyers, they will struggle. The document then provides tips on creating educational "cobblestone" content using mobile devices to reach buyers and influence them at the early stages of their research process.