Three Rules for B-to-B Testing

Small test targets aren't unique to B-to-B markets, but the following principles reflect the realities of business DM's complex sales environment.

1. Keep your sales force in the loop

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   There's nothing worse than alienating your sales channel by testing into their territories and taking them by surprise.

2. Upsize, don't downsize

   You'll get more bang for the buck by testing more powerful creative and offers than you will by seeking cost savings. For example, copywriter Lee Marc Stein suggests testing a move from envelope mail to a dimensional package, or from a No. 10 to a No. 14 mail piece.

3. Do it, don't duck it

   There are plenty of obstacles to testing in B-to-B environments, but the payoff can be dramatic if you make the effort. — RPS