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INSIGHTS

Proof-Led Growth

Research, resources, and what we're learning about how proof works in B2B.

Reports & Studies

Original research and industry benchmarks

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Best B2B Testimonial Video Production Companies (2026)
Industry Report

Best B2B Testimonial Video Production Companies (2026)

Ten B2B testimonial video production companies scored against 34 published requirements: interview craft, editing, remote capability, SaaS experience.

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How Much Does a B2B Testimonial Video Cost in 2026?
Industry Report

How Much Does a B2B Testimonial Video Cost in 2026?

A B2B testimonial video runs $1,500–$6,000 remote and $3,500–$15,000+ on-site in 2026 — with published vendor prices, DIY editing math, and what sets the price.

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GEO vs SEO vs AEO: What Actually Changed
Industry Report

GEO vs SEO vs AEO: What Actually Changed

GEO, SEO, and AEO explained: what each term means, what actually changed with AI search, and the one durable advantage that holds up across all three channels.

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Generative Engine Optimization Software: 2026 Vendor Comparison Report
Industry Report

Generative Engine Optimization Software: 2026 Vendor Comparison Report

The top-ranked generative engine optimization tool isn't the one with the strongest foundation. We scored 8 AI visibility platforms on 62 requirements.

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The Best MCP Tools for Startups: 14 GTM Platforms, Scored
Industry Report

The Best MCP Tools for Startups: 14 GTM Platforms, Scored

A vendor-neutral scoring of the best MCP tools for startups — 14 GTM platforms rated on MCP maturity and startup fit. HubSpot ranks #1. Free dataset included.

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Customer Testimonial Software: 2026 Vendor Comparison Report
Industry Report

Customer Testimonial Software: 2026 Vendor Comparison Report

Most testimonial tools just collect quotes; few capture them on video and publish fast. We rate Senja, Boast, Testimonial Hero, and 4 more for 2026 buyers.

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Win-Loss Analysis Software: 2026 Vendor Comparison Report
Industry Report

Win-Loss Analysis Software: 2026 Vendor Comparison Report

We scored 6 win-loss analysis platforms across 70 requirements. Klue leads at 6.0/10; Clozd is the research-grade pick. See which tool fits your team.

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Customer Community Platform: 2026 Vendor Comparison Report
Industry Report

Customer Community Platform: 2026 Vendor Comparison Report

Circle, Bettermode, Higher Logic Vanilla and 4 more: 7 customer community platforms rated on AI moderation, education workflows, and destination value.

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Customer Reference Software: 2026 Vendor Comparison Report
Industry Report

Customer Reference Software: 2026 Vendor Comparison Report

When a prospect asks to talk to a customer, which tool delivers fastest? We rank Deeto, Influitive, Point of Reference and 4 more reference platforms for 2026.

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Customer Advocacy Platforms: 2026 Comparison of 8 Vendors
Industry Report

Customer Advocacy Platforms: 2026 Comparison of 8 Vendors

Which customer advocacy platform fits your program? We checked 240 capability answers against vendor docs. UserEvidence and SlapFive lead; specialists follow.

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Voice of the Customer Software: 2026 Vendor Comparison Report
Industry Report

Voice of the Customer Software: 2026 Vendor Comparison Report

Can your voice-of-customer platform turn feedback into decisions, not just dashboards? We score CustomerGauge, Chattermill, AskNicely and 5 more for 2026.

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How 56 Top B2B SaaS Companies Use Case Studies
Industry Report

How 56 Top B2B SaaS Companies Use Case Studies

We analyzed 56 fast-growing B2B SaaS companies: how many case studies they publish, where they place them, what they call them, and which CTAs they use.

18 pagesRead Report
The 2026 State of Customer Advocacy Technology
Industry Report

The 2026 State of Customer Advocacy Technology

A market map of 50-plus referral, review, reference, and community tools — how the customer advocacy tech stack actually fits together heading into 2026.

24 pagesRead Report
Measurable ROI of Customer Advocacy Programs
Industry Report

Measurable ROI of Customer Advocacy Programs

Customer advocacy programs pay back in three ledgers — acquisition efficiency, retention economics, operational savings. A 2025–2026 ROI analysis for B2B SaaS.

14 pagesRead Report

Latest Posts

Tactical insights and how-to guides

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The Context Layer Has a Missing Half
MarketingOct 11, 2026· 9 min

The Context Layer Has a Missing Half

Go-to-market truth has no exhaust to harvest. Value in AI is moving to the context layer, but most of that layer is mined from Slack, tickets, and agent traces, and nobody has to record why a buyer bought to close the deal. That half has to be captured. When harnessing context is free, having context is the moat.

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Positioning vs Messaging: The Difference, the Handoff, and Why They Drift
MarketingSep 17, 2026· 14 min

Positioning vs Messaging: The Difference, the Handoff, and Why They Drift

Positioning decides where you win; messaging renders that decision into the words buyers see. How to tell the layers apart, run the handoff, and stop the drift.

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Liquid Content: Why Content Atomization Needs Solid Atoms
MarketingAug 20, 2026· 9 min

Liquid Content: Why Content Atomization Needs Solid Atoms

Publishers coined "liquid content" in January 2026. The idea is bigger than publishing — and the hardest problem isn't the flow, it's whether your atoms are solid enough to survive the melting.

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How to Write a Case Study: Framework, Steps, and Templates
MarketingAug 16, 2026· 13 min

How to Write a Case Study: Framework, Steps, and Templates

The complete process for writing a case study: six steps, three frameworks, format and length benchmarks from 56 top SaaS companies, and a section-by-section template you can copy.

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What Is a GTM Canon? One Source of Truth for Everything Your Company Says
MarketingAug 15, 2026· 12 min

What Is a GTM Canon? One Source of Truth for Everything Your Company Says

A GTM canon is your company's single, adjudicated source of go-to-market truth — positioning, messaging, voice, brand specs, and customer proof — structured so people and their AI tools produce from one set of facts.

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How to Write a Case Study with AI Without Losing Credibility
MarketingAug 14, 2026· 12 min

How to Write a Case Study with AI Without Losing Credibility

AI can draft a case study in seconds; whether anyone believes it depends on what you let AI touch. The step-by-step workflow for AI-assisted case studies that stay traceable to a real, consenting customer.

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