The lesson
Make a survey stat the whole creative, then pair it with a smaller stat that shows the gap your report fills.
The move
A giant "83%" dominates the image, followed by "of engineering firms are actively using AI. Only 40% have it working across the business. Learn how top firms closed that gap." A co-brand bar shows HubSpot beside Bayard Bradford above "INDUSTRY REPORT", with an orange "Download Now" button below the stat.
Why it works
- Our readThe 83% says AI is common among engineering firms, and the 40% right after it raises the question of where any one firm sits.
- Our readNaming Bayard Bradford beside HubSpot and stating "253 leaders" in the post copy gives the stat a visible source and sample size.
- Our readThe headline stat is a claim about the reader's industry, so the offer is the answer to a gap the reader can check against their own firm.
What not to copy
Don't copy the engineering-firm framing if your survey is about someone else. Keep one big number, one smaller number as the gap, and the survey source named on the creative.
