B2B experimentation expert examples

Experimentation in B2B marketing can yield unexpected results and highlight the importance of testing assumptions even when data appears clear. Michael Carroll from Posthuman found that cutting Facebook ad spend to zero did not negatively impact sales, challenging the attribution data and questioning the quality of leads from Facebook. Similarly, HubSpot improved its Academy landing page conversion rates by testing different design variants, demonstrating the value of A/B/n testing in optimizing user engagement. LinkedIn's experiment with reducing offline communications like emails proved successful, halving complaints and increasing engagement while confirming the need to manage communication volume. Nomad Health's targeted Google Ads showed the benefit of aligning ad copy and landing pages with specific personas, leading to higher conversions. These examples underscore the transformative power of a testing culture in B2B environments, emphasizing that even well-founded intuitions require validation through carefully controlled experiments.