The lesson
Publish original numbers as a how-to, with tactics backed by charts and the product kept out of the way.
The move
The all-caps headline "DO EXECS REALLY REPLY TO COLD EMAIL? HERE'S WHAT THE DATA SAYS" sits above a purple Gong Labs banner. The first chart shows C-level reply rates 30.2% lower. Tactics "1. Stop writing long emails and subject lines" and "2. Fewer buzzwords and less ROI talk" are led by charts, and the fourth is a framework table.
Why it works
- Our readThe title is a question a seller already asks, and the first chart answers it, so the opening earns the rest of the page.
- Our readThe first three tactics are headings with their charts right beneath, so advice and evidence stay together.
- Our readGong appears as the source of the data and not as the subject, so the page reads as research instead of an ad.
What not to copy
Don't cite their figures as your own. Keep the format only if you hold your own data: one question, charts under the tactics, instructions as headings.
