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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.

Three yellow signs labeled BUYERS, SELLERS, and MARKETERS stand on opposite sides of jagged purple chasms, visually showing a divide or separation between the groups.

Worksheets

Introducing UserEvidence AI: Scale Proof While Preserving the Customer Voice

We’re In The Age Of Trust. Here’s How Marketers Should Respond In 2026.

Blind but verified

How to Prove Your Customer Evidence Program Is Actually Working

New customer marketing playbooks every other week

Mosey on over to The Outpost, where the best CMA practitioners are sharing their in-the-(tumble)weeds plays and tactics.