Proof Points
Also: Reasons to BelieveRTBs
The concrete evidence, results, references, data, that makes your claims credible to a sceptical buyer.
Why it matters
Claims without proof are just assertions, and B2B buyers are trained to discount them. Proof points, customer results, named references, third-party validation, hard numbers, turn a claim into something a buyer can defend internally. They are what move a message from marketing copy to a business case.
What good looks like
Strong proof is specific and verifiable: a named customer, a real metric, a concrete outcome. Vague proof, leading companies trust us, best in class, adds nothing because everyone says it.
Related terms
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