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.

Give your buyers what they need to say, “Yes!”

67%

of buyers

say the most important thing they need is a compelling, statistically-backed business case for ROI. And guess what? Most vendors aren’t delivering it.

90%

of sellers and marketers

admit they’re not providing the customer evidence buyers really want. We break down why this is happening and what needs to change.

46%

of buyers

are frustrated by the lack of relevant and credible customer examples. This frustration has real consequences and is costing your company.

67%

of sellers

have watched deals slip through their fingers because they couldn’t provide relevant, specific customer proof. Learn how to avoid this fate.

Give your buyers what they actually care about: <span style="color: #782BF7" customer evidence

The highest-performing GTM teams realize customer evidence is more than cherrypicked case studies and testimonials. They use real proof points to win over buyers, close more deals, and hit their number every quarter.

Kyle Lacy

Chief Marketing Officer

“The holy grail of marketing is customer evidence. This fantastic research from UserEvidence shows that 9 out of 10 of us acknowledge the need for better, more diverse customer stories. I know I feel it. This is a wake-up call.”

Kaylee Edmondson

Founder

“Anyone looking to drive pipeline needs to read this report in full – absolutely packed with insights from the jump. As a demand gen operator, I’m always craving customer stories to package and distribute as a core part of the GTM engine, this report shows the ‘why’, ‘how’, and ‘what’ backed with all the data your execs will need to prioritize this work.”

Jen Allen-Knuth

Founder

“If you’re a Sales leader who has been begging your Marketing team for more customer evidence, this report will give you the buyer data you need to make that case. I’ve never hit “FWD” so fast after reading a report.”

Adam Goyette

Founder

“The stats and insights in this report blew my mind. Buyers are literally telling sellers what they want to see in order to make buying decisions and sellers are just saying no.”

Avoid the evidence gap and give buyers what they want

Your buyers aren’t convinced. They want data, relevance, and actual proof. Grab this report and learn how to give them they evidence they need.

The Evidence Gap: Why Your Buyers Aren’t Convinced—And How To Win Them Over

Give your buyers what they need to say, “Yes!”

Give your buyers what they actually care about: <span style="color: #782BF7" customer evidence

Kyle Lacy

Kaylee Edmondson

Jen Allen-Knuth

Adam Goyette

Avoid the evidence gap and give buyers what they want

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