Underground Experiments in B2B Marketing


Not all marketing experiments are corporate invasions of privacy. On the other hand, sometimes experiments themselves need to be utilized within the private confines of your own organization. This extends to the ones you do on the internet.

Ask yourself, how do you expect to improve your B2B marketing strategy if you’re not testing out your ideas? Everything can sound all too good in theory. You’ll have to put it into practice and it may not be worth wasting more of your marketing dollars in case something goes wrong.

That’s why you don’t necessarily have to be some kind of evil genius to keep experimentation secret. Asides from issues of costs, you have to think about your competitors. Give them too much knowledge on your mistakes and they might end up improving your process before you!

But how exactly do you conduct this kind of secret experiment? How do you control information about it and keep it within ethical bounds?

  • Step 1 – Understand a problem’s effect on the industry: Content marketing is one example. A recent survey shows that many in the field still can’t get their targeting right. When a problem this big is slowing everyone done, it’s all the more reason to keep an experiment under wraps. Better that you mess up a secret experiments than have everyone else duplicate its failed result.
  • Step 2 – Try cheap alternatives/stand-ins: Think of it like creating a prototype model. Prototypes usually involve cheaper materials as proof-of-concept. In the case of marketing, consider experimenting with a mix of outsourcing and brief trial-runs.
  • Step 3 – Consult experts before anything else: According to this, one of the cost-benefits of having a mentor is that they may have already made mistakes you’ve made. Consult other parties on the subject whenever you can. You can minimize the cost even further when experienced advice can reduce pointless experimentation.
  • Step 4 – Have a select sample size: Finally, consider inviting your current customers to participate rather than random prospects. The former is more familiar with your business and less likely to mistrust what you’re trying to do.

Keeping your B2B marketing experiments underground doesn’t have to be bad and neither should they be too difficult. It can be a cost-efficient way to figure out problems and get ahead of the competition!