Turns out, buying software is easier now than it’s been in years.
Didn’t have that on my 2025 bingo card.
I just went through the new Evidence Gap Report 2025 from UserEvidence and you know what really jumped out?
Sure, AI is shaking up how people research and buy software. But there’s one thing that never changes: buyers still care most about real, relatable proof.
And the data backs it up.
When asked what matters MOST in evaluating new software, 78% of buyers said:
“Can you prove you’ve delivered success for someone like me?”
Your product + proof of success + someone like me.
That’s the formula.
It’s not enough to show off a big-name logo or an impressive stat. Buyers want to see themselves reflected in your customer stories. Same industry. Similar role. Comparable challenges.
It’s easy to forget this in the rush to optimize some new trend or channel. But customer evidence that hits close to home? That’s a classic that never gets old.
So if you want definitive answers on where, how, and why buyers buy from 800+ B2B marketers, sellers, and buyers, go check out the latest report.