We surveyed 811 B2B marketers, sellers, and buyers—and found budgets are up, buying is easier, but trust is broken.
We’re breaking down the most eye-opening findings from this year’s Evidence Gap Report and what they mean for GTM teams.
The Discovery Revolution: 58% of buyers start with AI tools like ChatGPT—changing what proof gets seen.
The Trust Paradox: Sellers overrate references. Buyers trust blind-verified testimonials almost as much as named ones (60% vs. 64%).
The Competitive Crisis: 97% compare vendors, but only 32% of sellers share competitive proof.
The Gen Z Shift: Younger buyers rewrite the rules—trusting influencers 45% more and demanding live references 3x more.
Plus: Four ways top GTM teams are already closing the Evidence Gap—making customer proof more discoverable, scalable, and trustworthy.
Mosey on over to The Outpost, where the best CMA practitioners are sharing their in-the-(tumble)weeds plays and tactics.
