The five sections
- Baseline — what they measured before
- Change — exactly what was deployed
- Numbers — with time period and variance
- Failures — what didn't work
- Advice — what they'd do differently
What buyers ignore
Logos-only wall. Vague 'up to' numbers. Testimonials without context.
Length
800-1200 words. Longer than a testimonial, shorter than a whitepaper.