Product discovery isn’t complete without experiments.
User interviews tell you what users say.
In-app experiments show you what users actually do.
In B2B—especially enterprise—this gap matters. Behavior often contradicts intent.
Three Common Validation Methods (and When to Use Them)
1. User Interviews
Best for: Deep understanding
Pros
- Rich, contextual insights
- Allows follow-ups and clarification
Cons
- Slow and hard to scale in enterprise
- Risk of confirmation bias
- What users say ≠ what they do
2. In-App Surveys
Best for: Quick directional input
Pros
- Fast feedback at scale
- Easy segmentation
Cons
- Shallow responses
- No follow-up questions
- Limited context
3. In-App Experiments
Best for: Validating behavior
Pros
- Real usage data at scale
- Faster and cheaper than full builds
- Works well with fake doors, A/B tests, and prototypes
Cons
- Hard to randomize in enterprise accounts
- Political friction with Sales and Customer Success
- Pressure to “over-polish” prototypes
The Core Challenge in B2B Experiments
Enterprise customers aren’t anonymous users.
Account managers want control.
CSMs want predictability.
Sales teams fear surprises.
That creates two risks:
- Biased samples from hand-picked users
- Overbuilt prototypes that defeat the point of fast learning
Practical Ways to Run Better B2B Experiments
1. Label the Experiment Clearly
Make it obvious the experience is a prototype.
No implied commitment.
No promise of GA.
This avoids false expectations.
2. Align Early With Account Managers
Explain:
- Why randomness matters
- What customers can be excluded (e.g. renewals)
Clarity upfront prevents blockers later.
3. Share the Rules of the Test
Be explicit about:
- What’s being tested
- How long it will run
- How success is measured
This equips account teams to answer customer questions confidently.
4. Exclude New Customers
Unless you’re testing onboarding, keep experiments away from brand-new users.
First impressions are hard to undo.
The Big Takeaway
In-app experiments are still the best way to learn at scale in B2B.
But they require:
- Cross-functional trust
- Clear communication
- Intentional guardrails
When done right, they turn opinions into evidence—and discovery into momentum.
That’s how B2B teams learn faster without breaking customer trust.
