Isford: B2B growth requires direct customer conversations instead of large-scale A/B testing
Lauryn Isford · Mastering onboarding | Lauryn Isford (Head of Growth at Airtable) · Feb 12, 2023 · at 59:03
Lauryn Isford, former Head of Growth at Airtable, compares execution models between B2C consumer products and enterprise B2B SaaS.
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“In B to C or in consumer social, as two examples, you can experiment at large volumes, or you can make changes that impact thousands or millions of people pretty easily. In B to B growth, generally you're working with a much smaller set of customers, and also the risk profile can be very different because Smaller numbers of customers that represent larger percentages of your company's total revenue must be treated with absolute care, as opposed to a world where you might have millions of folks coming through your product every day and small changes might not have as big of an impact. In an enterprise organization, it's important to be very careful and rigorous and to prioritize that customer's needs all the time. This means that rigor That customer conversations, that beta testing, that live prototypes and demos are significantly more important, and that FaceTime with the customer is significantly more important than it is in B to C growth.”
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