Articles exploring b2b marketing through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
4 articles
Behavioral segmentation vs. demographic segmentation and why specificity in targeting improves everything downstream. Most ideal customer profiles describe markets, not customers, and the difference is costly.
Creating demand vs. capturing it: different psychological mechanisms, different metrics, different timelines. Why conflating these two functions produces mediocre results in both.
Statistical approaches for low-traffic B2B experimentation: Bayesian methods, qualitative validation, and proxy metrics that make meaningful testing possible even with limited account volumes.
Multiple decision-makers with conflicting motivations require different persuasion strategies than B2C. Understanding buyer committees through behavioral science reveals why standard conversion tactics fail in enterprise sales.