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Buyers want statistical evidence and proof points
But marketing and sales don’t seem to think it’s a priority
That’s what you call a disconnect 🤔
UserEvidence just finished surveying 619 B2B buyers, sellers, and marketers to find out what types of customer proof actually builds trust and boosts buyer confidence.
They turned it into a report called → The Customer Evidence Gap: Why Your Buyers Aren’t Convinced—And How To Win Them Over.
My favorite insights in their report came directly from buyers. You get to hear what buyers actually want when they’re evaluating your software.
Two conflicting data points stood out to me, though, specifically around ROI stats and statistical evidence.
Buyers clearly want it and trust it — 51% said it was the most trustworthy customer evidence.
But according to sales and marketing, it’s the last thing they want to create for buyers.
Now it could mean that they don’t have it, but if you’re a PMM reading this that thinks statistical evidence isn’t as important as case studies, testimonials, or 3rd party reviews - think again.
Download the full report, it’s got a ton of interesting data points in there → https://userevidence.com/the-customer-evidence-gap-report