Brookhaven National Laboratory is supported by the Office of Science of the U.S. Department of Energy. The Office of Science is the single largest supporter of basic research in the physical sciences in the United States, and is working to address some of the most pressing challenges of our time. For more information, please visit science.energy.gov.

Here’s how we define it: Customer evidence is believable, trustworthy, and substantiated proof from your end product users.

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One or two hand-selected testimonials or case studies feel misleading, especially when it’s clear they were written by the vendor’s marketing team. A skewed or biased case study can be as bad as no case study at all.

The biggest challenge scientists face when studying how aerosols impact climate is that this impact is such a small fraction of the overall energy Earth receives from the sun.

Ernie Lewis, atmospheric scientist at Brookhaven, has led the way for projects with ARM and MAGIC to understand aerosols.

You don’t rely on one bland case study to shoulder the burden of sealing the deal with every customer, regardless of who they are. You use specific customer details and data to answer specific objections.

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Partly because customers in industries like finance, security, or pharmaceuticals might not go on the record or give final approval, regardless of the time and money spent to produce a story..

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We’ve seen that there’s still a lot of work to do to help GTM teams build credibility — from first-touch to closed/won — by showing relevant, substantive evidence that goes beyond reviews and social proof.

Aerosol spray

Content teams need to build authority, product marketers need to back up big claims, and sales teams need to make a clear, relevant business case.

Pure voice of customer content doesn’t answer all the questions customers have, and it’s usually only suited to the bottom of the sales funnel.

“Thinking on such a small scale has proven to be a challenge,” he said. “But even small changes can have a big effect on climate. A few percent increase in the incoming solar energy absorbed by Earth can bring us over the top into runaway climate heating; conversely, a few percent decrease could send us into an ice age.”

Software decisions aren’t exactly life or death — but the best solutions resolve real pain for their customers, so these purchases are still pretty damn important decisions.

Aerosols are suspensions of tiny particles in the atmosphere, and have both anthropogenic (i.e., man-made) sources such as industrial processes and car emissions, and natural sources such as forest fires, volcanoes, and wave-breaking in the ocean. Aerosol particles affect Earth's climate, both individually and by serving as the nuclei around which cloud drops form, by influencing how much solar energy is absorbed by Earth (including the oceans, atmosphere, and land) or is reflected back into space. Collecting accurate data and achieving better understanding of the roles in which aerosols participate is thus crucial to understanding their effects on Earth's climate. Graphic courtesy of Pacific Northwest National Laboratory

If you’ve been in the buyer’s seat for B2B software, I’d wager that you’ve seen your fair share of overlypolished case studies and handpicked testimonials from vendors.

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“Clouds work differently than greenhouse gases in the atmosphere,” said Lewis. “If I put more carbon dioxide in the atmosphere, it’s going to block the heat emitted from the Earth and trap it in the atmosphere, which warms the planet. But while clouds also absorb some of the heat emitted from Earth and warm the planet, they also scatter incoming light from the sun back to space, cooling the planet. So, there are two competing effects.”

“For those of us studying aerosols, it’s a fascinatingly complex problem,” said Sedlacek. “And while this complexity challenges our observational and modeling capabilities, aerosols are a critical component of our atmosphere. If we want to better quantify climate change, we must not only understand greenhouse gases, but aerosols as well.”

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Yet after all that time, budget, and effort, the deliverables can’t hold up to buyer scrutiny because prospects know they’re biased and untrustworthy.

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Brookhaven Science Associates manages and operates Brookhaven National Laboratory on behalf of the U.S. Department of Energy's Office of Science. BSA is a partnership between Battelle and The Research Foundation for the State University of New York on behalf of Stony Brook University. | More

Customer evidence speaks directly to your potential buyers and shows them you understand the problems they’re facing — and it proves you can solve them.

Prospects’ BS detectors are higher than ever, so they’re skeptical of any company-presenting narrative (which often conceals what the customer actually feels).

What Sedlacek and other scientists at Brookhaven and elsewhere in the atmospheric science community have determined is that aerosols help to resolve this discrepancy. “When we take into account how aerosols interact with incoming solar radiant energy—the dominant source of the energy in Earth's climate system—we can reconcile the less-than-expected warming of our atmosphere.”

If you’ve been feeling this tension — you know that your buyers need verifiable proof but can’t implement customer evidence at scale on your own — let’s talk. We’re building our platform for teams like yours.

Scattering and absorbingaerosolsin the climate system

Another challenge is that aerosol particles are very tiny, generally less than one micrometer (millionth of a meter) in diameter; to put that into perspective, the diameter of a strand of human hair is about 75 micrometers. And because the aerosol particles are so small, it is extremely difficult to gather the data scientists need to analyze aerosols’ effects on climate.

Art Sedlacek and Ernie Lewis, and the research discussed in this article, are funded by the U.S. Department of Energy's Atmospheric System Research (ASR) Program and Atmospheric Radiation Measurement (ARM) Climate Research Facility, a DOE Office of Science User Facility.

For some people, the term “aerosol” refers to the propellant in a spray can — because substances like hairspray and spray paint come out of those cans as a mist of small particles. But, as Sedlacek points out, “aerosols are so much more than just what is in your hairspray can.”

When they sense that something’s off, they might not buy at all. But even if they do buy, the enduring mistrust can still be costly for your brand later on, leading to churn and headaches for your customer success team.

Art Sedlacek, an atmospheric scientist at the U.S. Department of Energy’s Brookhaven National Laboratory, has gone to extreme lengths to study aerosols—tiny particles emitted from factories, forest fires, car exhaust, and sometimes from natural sources. He has flown on planes outfitted with high tech equipment through wildfire plumes and over the ocean, and has visited stations all over the globe to observe these particles and understand their potentially big impact on climate. But scientists’ grasp on the roles these particles play in Earth’s energy balance, not to mention public understanding of that impact, is still evolving.

Too often, product marketers don’t have the time (let alone access to customers) to continually make industry-specific content that meets the sales team’s needs.

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When we say evidence, we mean it. Our platform sources and verifies proof points directly from your customer base, meaning when you see the UserEvidence logo or mark, you know it’s been checked and is trustworthy.

“Greenhouse gases like carbon dioxide, methane, and nitrous oxide have a large effect on climate because they trap heat in the atmosphere and warm the planet,” Sedlacek said. “However, when we look at our estimates of how much warming we should be seeing based on the amounts of greenhouse gases in the atmosphere, something is off. The warming should be greater, which leads us to assume that something else is mitigating the effect of these gases on warming.”

Brookhaven National Laboratory is a multipurpose research institution funded by the U.S. Department of Energy. Located on Long Island, NY, Brookhaven operates large-scale facilities for studies in physics, chemistry, biology, medicine, applied science, and advanced technology. The Laboratory's almost 3,000 scientists, engineers, and support staff are joined each year by more than 5,000 visiting researchers from around the world.

With a customer evidence platform, you can create a wider range of content to support the entire buyer’s journey. This approach helps you collect details that support decision-making throughout the funnel like:

Why do vendors think it’s enough to offer buyers two or three hand-curated (and often overly polished) case studies and call it a day?

Atmospheric aerosol

aerosols中文

The manual approach to this process is labor-intensive, time-consuming, and expensive. But with the help of a customer evidence platform, you can gather, curate, and share evidence at scale, and transform your sales cycle along the way.

As a concept, VOC creeps into areas like product insights, user interviews, customer experience (CX) tools, or NPS capture — these are all crowded spaces dominated by low-cost tools. Customer evidence still relies on VOC, but it extends far beyond key quotes and your NPS.

We announced our Series A raise and our charge to build a customer voice platform. But as we talked to our customers and observed the market, we realized that the voice of the customer (VOC) was too broad for what we were doing.

Your audience craves credible proof that makes the buying process easier and more transparent, and customer evidence lets you deliver that.

Aerosol can

When experts make critical decisions in the scientific and medical fields, they rely on studies with rigorous methodologies. They set up experiments that capture statistically significant evidence to support their conclusions. All this results in life-saving medications and scientific advancement.

At UserEvidence, we practice what we preach. A shift like this one came directly from talking to our customers and understanding their needs based on — you guessed it — customer evidence. We’re excited to keep evolving our platform to deliver what B2B companies are looking for and urgently need.

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Without a platform like this, collecting substantive proof on a large scale is expensive and time-consuming. With it, vendors can efficiently and scalably tackle GTM challenges. This means more closed deals and shorter sales cycles, especially if you:

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Customer evidence uses a scientific approach to present your product as an empirically validated investment. When you collect evidence using data, analytics, and credible case studies, you build a persuasive narrative that your product can meet the nuanced needs of savvy buyers.

Plenty of organizations shell out six figures to analysts to interview a small handful of customers and produce an “ROI study” full of vague or unreliable numbers. (Pst: there is a better way to create research content.)

The good news is that most B2B software vendors have a criminally underused asset: their hundreds (or even thousands) of happy customers. All they need to do is prioritize collecting feedback and data at key milestones across the customer lifecycle so they can use that evidence to convince buyers throughout their journey.

From their research, atmospheric scientists have determined that the effects clouds and aerosols have on the climate system is offsetting warming from greenhouse gases—which ultimately explains why scientists haven’t seen as much warming as expected from the levels of greenhouse gases.

Another essential role aerosols play in the climate system is their ability to form clouds. Cloud drops form when water condenses on aerosol particles, explains Ernie Lewis, another atmospheric scientist at Brookhaven Lab. Clouds, too, can exert either a warming or a cooling effect on Earth's climate.

In light of widespread buyer skepticism, vendors need to augment highly polished case studies that speak to a single customer’s experience with tangible, data-backed evidence.

Customer evidence does more than just tout the benefits of a product — it proves them with real customers’ ROI, competitive comparisons, feature benefits, and experience of the market.

Our customer evidence platform will help vendors harness the voice of happy users. That way, they can create a huge library of relevant, data-driven content to leverage for any kind of buyer.

Others spend months on a case study only to see it watered down in the legal or public relations approval phase, especially if the customer is in a sensitive or highly regulated industry like cybersecurity.

We’re throwing our weight behind customer evidence because it’s the best way to prove your product’s value and increase buyer confidence. Here’s why customer evidence is worth the investment.

Each square meter of Earth receives 340 watts of radiant energy from the sun on a global, daily average. About 30 percent of that energy is reflected back into space (e.g., by clouds), leaving about 230 watts per square meter that is absorbed by Earth—in the atmosphere, the oceans, and by the land. The effect of greenhouse gases on Earth's climate is only around one percent of that amount, and the effect of aerosols, through scattering and absorbing the sun's radiant energy, is an even smaller fraction. Sedlacek explains that it is determining this small signal that makes studying the effects of aerosols so challenging.

aerosol spray中文

As prospects grow more and more skeptical, backing up your product claims with airtight evidence throughout the customer journey is only going to become more important.

When Sedlacek flies on a plane through a plume of a forest fire, he has to make sure that his equipment collects enough particles to determine their properties—things like size, light absorption ability, and chemical makeup—so that the effects of these aerosols on the climate system can be determined. The equipment is very sensitive, and obtaining sufficiently accurate data while flying through thick smoke at 150 miles per hour to collect microscopic samples is extremely challenging. But, conducting such detailed, accurate measurements is essential to improving our understanding of Earth's climate system, and is especially important in a world where humans continue to emit both greenhouse gases and aerosols, the scientists say.

But specific customer evidence from hundreds (or thousands) of users is way more trustworthy than generic case studies from a handful of customers. Transparent VOC content can be the deal-maker that makes a buyer feel more confident choosing that vendor.

In short: you need more verified examples and data from your customer base. It’s much harder to fake conclusions and trends when you have a large sample size that’s independently verified.

Scientists define an aerosol as a suspension of particles in the atmosphere. They have both man-made and natural sources. For example, Sedlacek explains, aerosols can form naturally when pine trees release a chemical called alpha-pinene, an oil that condenses into particles that can be seen suspended as a haze—for example, above the Smoky Mountains (giving them their name). Other types of aerosol particles form during combustion or other industrial processes in factories and car engines, from burning biomass (such as trees and brush) to clear land for agriculture, and even in cooking fires.

Most aerosols in the atmosphere only scatter light from the sun, sending some of the sun's radiant energy back to space and exerting a cooling influence on Earth's climate. Other aerosol particles, termed “black carbon” and “brown carbon”—typically created from wildfires, industrial processes, and car exhaust—can both scatter and absorb light from the sun. Depending on the extent of these two processes, these black and brown carbon aerosols may exert a warming influence or a cooling influence on our atmosphere. Think about what happens when you walk outside on a sunny day wearing a black shirt. You warm up much quicker than when wearing a light-colored shirt because black absorbs the light. With aerosol particles both reflecting and absorbing light, it becomes challenging to quantify their net effect on the climate system.

The result is the same industry testimonials getting used over and over again. Stories from four years ago get played on repeat like an episode of Friends. And even though everybody knows it’s gone stale, it’s hard to get new or updated content.

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Maybe they only featured cookie-cutter, generic quotes with minimal substance and limited use cases — so they felt too good to be true. Perhaps the customers highlighted were from a different industry or used the product to solve a different problem than the one you had.

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Evidence from across your customer base shows group consensus and statistical significance to back up your brand’s claims by the numbers, all of which position your company as trustworthy and reliable.

This is where customer evidence shines. Moving forward, the difference maker for software companies is credible, verifiable evidence that proves their product is better than the alternatives. That’s why our product vision has evolved and we’re building a customer evidence platform at UserEvidence.