UserEvidence acquires Zealot: adds advocacy + references, backed by $7M in new funding
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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.
