Leveraging A/B Testing to Accelerate B2B Growth with Sahil Patel

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Digital presence can make or break B2B success. However, most companies are still flying blind when it comes to their websites. According to Sahil Patel, CEO of Spiralyze, a shocking 70-80% of B2B companies don’t A/B test their landing pages, instead relying on gut instinct and copying competitors.

In this episode of The B2B Revenue Executive Experience, Sahil joins host Cory Cotten-Potter to share effective landing page optimization, the power of systematic A/B testing, and building a culture of experimentation in B2B organizations.

What You'll Learn:

How to transform your website into your top-performing sales rep
Why showing actual product images outperforms generic happy people stock photos in B2B contexts
How to measure A/B test success beyond just form fills by tracking qualified lead conversion
Why leading with solutions rather than problems creates more effective organizational communication
How to build a culture of experimentation that focuses on outcomes rather than over-analyzing failures

Sahil Patel is the CEO of Spiralyze, a company specializing in predictive CRO and data-driven landing page optimization. With over 23 years of experience in sales, operations, software development, and finance, he previously founded ER Express, leading it for 11 years before a successful exit in 2022. His expertise in conversion rate optimization is demonstrated through Spiralyze's execution of over 130,000 A/B tests for clients, including Netflix, Podium, the NBA, Lowe's, Harvard, and Gusto.

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Key Insights:

08:27 - Why Most B2B Companies Don’t Test Landing Pages

If your website is your number 1 sales rep, then treat it like one. Test it, train it, and measure its performance. Most B2B companies spend big on ads but never A/B test their landing pages, relying on gut instincts instead of data. The truth? Even experts guess wrong half the time. By running real experiments, you don’t just boost conversion; you lower your cost to acquire customers and build a long-term edge over competitors.

14:55 - Instinct vs. Data

The real danger in marketing isn’t a failed A/B test. It’s not testing at all. Instinct and brand voice matter, but without data, you’re just guessing. Start small: swap long walls of text for skimmable bullet points, bolded keywords, or simple icons. These changes consistently boost engagement while still staying true to your audience and brand tone, whether you’re talking to a hospital CFO or an auto dealer.

20:03 - 3 Principles for Smarter Things

If you want to boost conversions, think like a pro poker player: keep testing, swing big, and learn from proven wins. Don’t waste time swapping button colors. Focus on high-impact changes that actually matter. Show your product clearly instead of stock photos, and try the one-second test by translating your site to another language to see if people can still tell what you do. The goal isn’t just more form fills; it’s more qualified leads who actually fit your target.

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FAQs

Q: Why do so many B2B companies fail to optimize their landing pages?

A: Around 70-80% of B2B companies never A/B test their landing pages. They’ll test ads, they’ll test email subject lines, but the actual page where the conversion happens? It’s often based on gut instinct. The problem is that instincts are wrong at least half the time. Without testing, you’re just guessing and leaving money on the table.

Q: What are the most important principles for effective A/B testing?

A: Three things: run lots of tests, take big swings, learn from what’s already worked.

Q: What’s one quick change B2B companies can make to boost conversions right away?

A: Show your product. We’ve tested it hundreds of times, and “happy stock photo people” almost always lose to a crisp product image. Buyers come to your site because they want to understand what your offer is. Put the product front and center; it consistently outperforms generic lifestyle imagery.

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