Evidence should match the scope of the promise it is meant to support.
Ask what each published material demonstrates
A finished film can show direction, narrative or execution. A screenshot can show an interface. A project description can explain the problem addressed. All are valuable evidence, but they are not interchangeable. The mistake arises when accompanying text attributes an effect the case itself does not document. Buyers need to understand what they are seeing before deciding whether that experience fits their assignment.
Consider a hypothetical provider publishing a new online store. The case shows navigation and the catalogue, without a sales comparison. It can help assess digital experience, but not support a claim that the intervention doubled revenue. Editorial improvement means accurately describing the work and giving any authorised results their own context. It does not mean filling the gap with a plausible number or an emphatic phrase.
Separate the general promise from case evidence
Review an important commercial claim and find its supporting material. If it promises efficiency, does it explain which task changed? If it discusses regional experience, does the case identify the market and scope? If it proposes technology-supported creativity, does it show a relevant piece without attributing undocumented tools? This does not require revealing proprietary processes. It requires a story that explains what was done and what cannot be inferred.
Google recommends evaluating whether content provides substantial information or analysis beyond the obvious. A useful B2B case can explain a decision, a constraint or a concrete delivery. It need not become an outcome study if that information is unavailable. A clear limit helps people value existing evidence without simulating a measurement the published project never performed.
Build a check buyers can repeat
A simple editorial review connects each claim to its support. Not everything requires a number: design capability can be shown through an artefact and an explanation of scope. Business improvement needs a different kind of evidence. If support is not authorised for publication, do not imply that it is publicly available; explain what can be evaluated in an appropriate conversation.
Include someone who knows the project before publishing or updating the case. They may detect excessive attribution, an incorrect date or a description confusing the customer’s work with the provider’s. Preserve the distinction between a portfolio example and an outcome study. Both can help buyers choose, provided neither is presented as evidence of something it does not show.
- Deliverable: which piece, application or material was produced.
- Scope: which part of the project belongs to the provider.
- Context: the need and market addressed.
- Outcome: which effect can be documented and within what limits.
A promise needs evidence that matches.
Review the scope of a claim before using it in a purchase decision.
Identify exactly what is being said about the company or product.
Observe whether AI answers extend the attribution
When reviewing AI Visibility, examine the role the case plays in an answer. Is it an example of delivery or proof of a commercial result? If the answer expands the claim, first check whether the public text invites that interpretation. A source can be correctly cited without supporting the whole conclusion. A citation does not remove the need to assess the relationship between claim and evidence.
Wiwo.MetriQ brings together answers and sources from the queries analysed to support this review. The team can prioritise cases influencing important decisions and correct their presentation where appropriate. The goal is not to turn every project into a major statistical success. Published experience should support an honest assessment: which capability is visible, which results are known and which questions remain before a new assignment.
Frequently asked questions
Can a case without figures help a B2B evaluation?
Yes. It can demonstrate craft, scope, experience and deliverables. Present it as evidence of those dimensions without attributing an undocumented commercial effect.
Can we mention a current tool in an old case?
Only if its involvement in that project is confirmed. A company using a tool today does not prove it used it in an earlier project.
