A/B testing is a controlled experimentation method used to compare two versions of a marketing asset, such as an email, landing page, or ad, to determine which performs better against a specific goal. In B2B demand generation, it's particularly valuable for validating assumptions before rolling out campaigns at scale. By isolating variables (like subject lines, CTAs, or form fields), marketers can identify what drives engagement and conversions within complex buying journeys.
Unlike multivariate testing, which examines several variables simultaneously, A/B testing focuses on a single change to yield statistically significant results faster. It ensures marketing teams make decisions based on evidence rather than intuition, reducing wasted spend and improving lead quality.
When integrated with analytics platforms and marketing automation tools, A/B testing becomes a cornerstone of continuous optimisation, informing messaging frameworks, nurturing flows, and CRO strategies across the funnel.
