Farquharson/Tedesco on Business Development: Learn from A/B Testing Results

Admittedly, in our current forms, we haven't set foot in a chemistry lab since college. But the spirit of scientific experimentation remains! In fact, we recently concocted a series of A/B tests to see which marketing channel—direct mail or broadcast e-mail—would perform better in the B2B space.

For all of you non-scientists out there: In A/B testing, an A "control" group is tested against a B "variable" group with one element changed, to see which one performs better. That element could be an offer, a specific design aspect or, in our case, a marketing channel.