"He has to live with those bruises from getting tased the rest of his life. The gunshot wound. He has to live with that," Washington said crying.

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.

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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.

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.

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.

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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.

The 14-year-old boy scratching his head and the girl next to him was being questioned by Sauk Village police about a broken window.

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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There are two settings for Officer Seth Brown's Taser; one setting shoots darts connected to wires, penetrating skin to immobilize a person. The other setting is called Drive Stun Mode, where the device is directly pressed against a person like a cattle prod. Brown was seen pressing his into the teen's clothing.

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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.

what is evidence.com used for

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.

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.

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.

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.)

Lisa Thurau has studied the misuse of Tasers on children around the country as director of the nonprofit, Strategies for Youth.

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.

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.

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.

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.

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.

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.

Thurau: "Without understanding the lethal and sometimes long-term consequences of Tasers, you're putting a whole lot of kids at risk, and you're not giving officers what they need; which is policies, training, and guidance about the risk of this kind of weapon on kids."

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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.

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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.

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.

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

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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.

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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..

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:

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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"To do the Drive Stun Mode, even though it was through the young man's clothes, is especially bothersome, because that is done to cause pain. Pain compliance, and the use of pain to get young people to comply, is just wrong, especially for a broken window," Thurau said.

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.

Bettina Washington is upset that neither officer was charged for their role in injuring the teen, and she's also upset to learn a police disciplinary investigation into the incident didn't even begin until last month - a year and a half after the teen was tasered and shot.

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MyEvidence

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

Thurau: "Regrettably, there is no uniformity, no consistency in data collection within states, across states, between departments. It is highly problematic, so we don't know how often Tasers are used, know when they are used on kids. We don't know what the outcomes are."

"This is what I call use of force for officer expedience," Thurau said. "No, that is not why you use force with anybody. You don't do it so that you can punish or cause them pain. You don't do it to subjugate them and teach them their place. You don't do it because you don't feel like running. That's not what an officer uses force for. That's not an acceptable justifiable use of force under any legal framework in the United States."

Washington calls the boy her son. CBS 2 showed her body camera footage that had been kept secret for a year and a half. A chilling sound that lasted for 11 seconds.

Thurau pointed to other cases of Tasers she says were wrongly deployed on children, including an 11-year-old girl in Cincinnati who was suspected of shoplifting, and a 16-year-old in Florida who was simply waiting for his girlfriend at her backdoor. He fell and smashed his head.

"Each time I see something like this, after doing this for so long, I am still outraged, terrified, and revolted. I feel for this kid," she said.

Her organization works with law enforcement and kids, by helping to create policies and training programs to avoid situations like this.

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.

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.

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.

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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.

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.

As her son got away from the Taser, he started to sprint. At that point, his encounter with police became nearly fatal. The other officer, Sergeant Scott Langan, drew his gun from his holster, aimed it, and fired - shooting the teen just below his belt on his hip.

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:

Things escalated quickly. The teen was shocked repeatedly with an electroshock weapon - a Taser delivering voltage and an electrical discharge causing an immense amount of pain.

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.

Thurau's nationwide examination of decades of lawsuits involving Tasers, also called "Conducted Electrical Weapons," found the devices were used on a disproportionate number of children of color and children with disabilities.

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

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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?

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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.

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.

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.

Days later, Sergeant Langan told officials investigating his actions that the shooting was an accident and he thought he was firing his Taser.

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.