Trust infrastructure in a buyer-led world.
An industry research report on how peer validation, advocacy and customer proof are reshaping enterprise B2B buying - and what leaders must do next.
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Why this report is worth 10 minutes of your time.
If you're running customer marketing or advocacy today, you already know the uncomfortable truth: your work is influencing pipeline, renewals and win rates - but you can't always prove it, and the same five customers keep getting asked to do everything. The Trust Report 2026 gives you four things you can actually use.
Language to elevate conversations with your CRO and CMO
The report reframes advocacy from a brand-side nicety to commercial infrastructure - backed by data points like 94% of B2B buyers using AI in their buying process, peer recommendations being 3-4× more influential than features or price, and only 34% of buyers feeling confident defending a decision if it goes wrong. These are the numbers that get advocacy onto the revenue agenda, not the marketing one.
Validation that the friction you feel is structural, not personal
The four operational tensions - public vs private validation, relationship-led vs process-led advocacy, fragmented ownership across teams, and limited measurement - will read like someone has been sitting in your 1:1s. Useful when you need to explain to leadership why “just get more references” isn't a strategy.
A diagnostic framework for your own programme
The four questions for leaders make a genuinely good self-audit. Do you know where your credible advocates are? Can you see how peer validation influences pipeline? Are you protecting your most trusted voices? Can you quantify commercial impact? Take them into your next QBR.
A measurement narrative you can borrow
The report makes a clean case that measurement is the permission slip leaders need to invest in advocacy - pipeline influence, renewal impact, reduced churn. If you've been struggling to get budget or headcount, this is the argument structure to use.
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