# How to build case-study proof that helps a B2B buyer decide. - working worksheet

Reviewed alongside the Eli guide: https://hireeli.io/resources/case-study-proof-for-b2b-conversion

## Decision to make

Turn customer evidence into a specific and defensible decision asset

Owner: ____________________
Review date: ____________________
Canonical page or destination: ____________________

## Buyer questions

- [ ] How to build case-study proof that helps a B2B buyer decide?
- [ ] What should a B2B startup do first to turn customer evidence into a specific and defensible decision asset?
- [ ] Which evidence shows that turn customer evidence into a specific and defensible decision asset is working?
- [ ] What is the most common mistake when teams try to turn customer evidence into a specific and defensible decision asset?

## Evidence-led work plan

### 1. Why this decision appears: logo grids and outcome percentages omit the baseline

Logo grids and outcome percentages omit the baseline, intervention, time period and customer context needed to judge relevance.

Evidence or artifact: ____________________
Status: [ ] not started  [ ] working  [ ] verified  [ ] blocked

### 2. Show the problem, starting state, work completed, evidence source, observed result, attribution boundary and who the case fits

Show the problem, starting state, work completed, evidence source, observed result, attribution boundary and who the case fits.

Evidence or artifact: ____________________
Status: [ ] not started  [ ] working  [ ] verified  [ ] blocked

### 3. Obtain explicit customer approval, then preserve baseline and time period

Obtain explicit customer approval.

Evidence or artifact: ____________________
Status: [ ] not started  [ ] working  [ ] verified  [ ] blocked

### 4. Measure track proof views

Track proof views, influenced qualified actions, sales usage and customer-requested corrections.

Evidence or artifact: ____________________
Status: [ ] not started  [ ] working  [ ] verified  [ ] blocked

### 5. Do not cross this boundary: never invent quotes

Never invent quotes, remove material conditions or present a selected case as an expected outcome.

Evidence or artifact: ____________________
Status: [ ] not started  [ ] working  [ ] verified  [ ] blocked

## Source ledger

- [ ] Google Search Central: optimizing for generative AI features: https://developers.google.com/search/docs/fundamentals/ai-optimization-guide
- [ ] Google Search Central: people-first content guidance: https://developers.google.com/search/docs/fundamentals/creating-helpful-content
- [ ] OpenAI: publishers and developers FAQ: https://help.openai.com/en/articles/12627856-publishers-and-developers-faq
- [ ] Eli AI Visibility Index methodology: https://hireeli.io/ai-visibility-index/methodology

## Measurement boundary

Baseline date and exact context: ____________________
7-day observation: ____________________
14-day observation: ____________________
30-day observation: ____________________
Known limitations: ____________________

Keep technical eligibility, citations, recommendations, visits, leads and revenue as separate evidence. This worksheet does not guarantee an external ranking or commercial result.