2025 EDITION

The Evidence Gap: Why Buying Has Gotten Easier — But Selling Has Gotten Harder

We surveyed 811 B2B buyers, sellers, and marketers to uncover the exact types of customer proof that actually build trust and boost buyer confidence.

The Evidence Gap:

Why Your Buyers Aren’t Convinced—And How To Win Them Over

We surveyed 619 B2B buyers, sellers, and marketers to uncover the exact types of customer proof that actually build trust and boost buyer confidence.

Worksheets

Customer Marketing & Advocacy, Product Marketing, Sales Enablement

Blind-But-Verified: The Customer Evidence Your 2026 Strategy Needs

Customer Marketing & Advocacy, Product Marketing

Case Studies Had Their Run. In 2026? It’s Going To Be All About Customer Evidence.

Product Marketing, Sales Enablement

How to Inject Customer Proof Into Your Messaging and Positioning (and Then Get Your Sales Team to Actually Use It)

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