Trust is what’s winning deals in today’s insanely saturated tech market. And what better way to figure out how marketers are building trust with skeptical buyers than going to the most skeptical industry of all to get all of their tips and tricks–cybersecurity.

Mark Huber sits down with Sam Langrock, Senior Product Marketing Manager at Recorded Future, to dive into why knowing their fears is the greatest way to win over their trust. And don’t worry, this isn’t just a theory session. Sam gives real examples of how Recorded Future uses customer evidence to win over skeptical buyers and level up their sales pitches. We’re also talking about the underrated power of short, punchy testimonials—and why they often beat out those long, traditional case studies.If you’re in sales or marketing, especially in industries where trust is everything, this episode is loaded with tips you can start using today.

What You’ll Get:

How to use customer evidence to tackle buyer fear and skepticism
Why cybersecurity buyers need more reassurance than other industries
The key to creating impactful proof points and testimonials

Things to listen for:
(00:00) Mark’s first impression of Sam and his hockey instincts

(03:00) Why skepticism is the default mindset for cybersecurity buyers
(07:20) The opportunity cost of cybersecurity purchases and how to address it
(12:00) How customer evidence transforms sales conversations
(17:45) The future of customer evidence at Recorded Future
(20:50) Sam’s favorite Tom Wentworth story (it involves a mosh pit!)

Subscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribe
Learn more about the customer evidence platform that B2B teams at Gong, HackerOne, Sendoso, and more trust at userevidence.com.

The best way to beat out buyer skepticism