Reports
The Confidence Gap
Why B2B Buyers Trust Your Customers More Than You
12 Pages
3.8 MB
11/23/2025
About this Resource
97% of B2B buyers trust peers over vendors. Learn why the traditional sales model has collapsed and how customer proof builds the confidence buyers need to act.
The trust shift is complete: 97% of B2B buyers trust peers over vendors. But the real crisis runs deeper.
With 86% of purchases stalling due to complexity and risk, the traditional vendor-led sales model has collapsed. Buyers now complete 60% of their journey independently, seeking peer validation to build confidence.
This report analyzes data from 4,000+ buyers to reveal:
- Why 94% of buyers rank their shortlist before speaking to sales
- How customer proof increases win rates by 20-50%
- The infrastructure needed to scale trust in a peer-driven market
What you'll learn:
- Why 97% of B2B buyers trust peers over vendors
- The hidden costs of the 86% deal stall rate
- How the dark funnel shapes buying decisions before you see them
- The economics of confidence: 20-50% higher win rates with proof
- Building a Customer Proof Engine to bridge the gap
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