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.

Mark asked Dave Gerhardt to play 9 holes of golf with him with the promise that he wouldn't ask him any questions he'd ever been asked before.

One catch: he’d be bringing a film crew.

Dave said game on.

This is The Long Game.

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

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.