Customer Evidence for Skeptical Buyers: Rebuilding Case Studies and Reference Programs for 2027
Case studies and reference calls remain the evidence B2B buyers trust most, but the way they consume that evidence has shifted. Buying committees now check claims against AI assistants, review sites, and their own networks before they ever ask for a reference, and the polished customer story has become easy to produce and easy to discount. Here is how to rebuild the customer evidence program around specificity, verifiability, and the goodwill of the customers who provide it.