What's the real impact of original research?

When we launched our original research report, The Evidence Gap, we thought we’d get 150 downloads in the first 30 days. The actual results? Blew that goal out of the water.

Original research is the secret weapon for cutting through the noise in B2B marketing. In this episode of The Proof Point, we dive into UserEvidence’s Evidence Gap Report with UserEvidence co-founder and CEO Evan Huck, exploring the growing need for credible proof in today’s high-stakes buying environment. The big takeaway? Marketers often think their content is crushing it, but sales teams and buyers see major gaps—especially in relevance and competitive differentiation. With budgets tighter than ever, buyers are looking for more than opinions—they want statistically backed proof that shows a solution works for their unique needs.

Listen to the full episode, and you’ll get a behind-the-scenes process of creating the report, including why testing your survey hypothesis is a lifesaver and how to frame questions for actionable insights. They make the case for going beyond generic case studies and testimonials to deliver content that’s specific, credible, and trust-building.

Things to listen for:
(00:00) Introduction
(00:28) Why credible proof outshines opinions in B2B content
(01:12) What is the "evidence gap" and why it matters?
(02:04) The role of original research in modern go-to-market strategies
(05:24) Case studies vs. customer evidence
(08:43) Why marketers overestimate the impact of their content
(13:20) Designing surveys to uncover actionable customer insights
(17:05) How statistical evidence builds trust with skeptical buyers
(23:29) Why specific, relevant evidence is critical for closing deals
(39:37) Rethinking customer marketing: Beyond case studies and testimonials

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Learn more about the customer evidence platform that B2B teams at Gong, HackerOne, Sendoso, and more trust at userevidence.com.