Introduction Set Your Growth Program for Success Experiments About
The Complete Playbook  ·  103 Experiments

The growth experiment library
for B2B teams

A tactical, category-by-category guide to running experiments across every growth surface — from your website to paid ads, email, events, content, and beyond.

Browse all experiments Setup guide
103
Experiments
8
Categories
7
Attributes each
Revenue Growth Guide experiment card
EF
Ed Farraye
Growth & Marketing Leader  ·  12+ years in B2B SaaS
Ed has led growth and marketing programs across early-stage startups and high-growth B2B companies, building go-to-market engines from zero and scaling them through Series A, B, and beyond. His work spans demand generation, product-led growth, lifecycle marketing, brand, and growth engineering, with a bias toward fast experimentation, rigorous attribution, and pragmatic execution over theory. This guide is a distillation of the experiments, frameworks, and hard lessons accumulated across those programs.
Some companies I've worked with or advised
HashiCorp Samsara Reddit Linear Warp LangChain Graphite Stainless Resolve.ai
Gusto Stytch Modal Push Security
For Founders
Find what works before you commit to headcount
If you don't have a full growth team yet, this guide gives you a structured way to start generating traction without waiting until you do. Run experiments across every channel — paid search, content, email, LinkedIn, events — see what actually moves the needle for your specific business, and then hire around what's working.

The sequencing matters more than most founders realize. Bringing in a head of growth who specializes in CRO won't help if most of your pipeline is coming from YouTube sponsorships. A demand gen leader built on paid search won't compound if your best leads come from founder-led content. Use this guide to figure out which levers matter for your business first, then find the expert who can scale them.
For Marketing and Growth Teams
New ideas, and a starting point for what's next
If you're a team of one still building toward a formal growth function, there are experiments here you can set up this week — email sequences, LinkedIn content, SEO refreshes, and A/B tests that don't require a developer or a large budget. Use it as a scratchpad for what to prioritize while you're still building the infrastructure around it.

If you're part of a larger team, use it as a library to pressure-test your roadmap, find gaps in categories you've under-invested in, and give new team members a strong starting point. Not every experiment will be relevant — but most teams find at least a handful of high-leverage ideas in categories they haven't touched yet.
How to use this guide

This guide is designed to be used in two ways: as a starting point for teams building their first experiment roadmap, and as a reference library for experienced growth practitioners looking for ideas they may not have considered. You don't need to read it front to back, jump to the category most relevant to your current focus, pick 2–3 experiments that match your available resources and ICP, and start there.

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8 experiment categories
Experiments are organized by surface area: Website, Digital Ads, Content, Social Media, Events, Other Sponsorships, Email & User Comms, and PR & Influencers. Each category is self-contained, you can work through one at a time or jump across categories based on what your team needs most.
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7 attributes per experiment
Every experiment card includes: a description, metrics to monitor, tools & technologies, a step-by-step guide, variations to run after the initial test, considerations before you start, and expected results. You should be able to walk away from any card with everything you need to execute.
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Start with pre-work
Before running any experiment, work through the "Set Your Growth Program for Success" page. Skipping the pre-work, particularly metric alignment and tracking setup, is the single most common reason experiment results are inconclusive or misleading. Don't skip it.
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Prioritize ruthlessly
Not every experiment deserves your time right now. Use a simple ICE score (Impact × Confidence × Ease) to rank your shortlist. High-impact experiments on your highest-traffic or highest-intent surfaces almost always come first. Pick 2–3 to run at a time, not 10.
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Let your context guide where you start
Not all experiments are equally accessible given your team's resources and constraints, and that's fine. If design resources are hard to come by, lean into experiments with lower creative overhead first: LinkedIn InMail campaigns, content initiatives like SEO refreshes, or email sequences that live or die on copy alone. If you've already identified your weakest link as the bottom of the funnel, focus there, post-demo follow-up sequences, in-product upsell placement tests, and closed-lost re-engagement will move the needle faster than a brand awareness campaign. The best experiment roadmap is the one that's matched to where you are, not where you aspire to be.
What's inside every experiment card

Each of the 103 experiments in this guide follows a consistent structure so you can quickly assess fit and move to execution.

Description, what you're testing, why it matters, and what problem it solves
Metrics to monitor, primary KPI and supporting signals to watch
Tools & technologies, recommended stack for execution, with alternatives
Step-by-step guide, max 10 steps, written to be immediately actionable
Variations, follow-on tests to run once the initial experiment concludes
Considerations, prerequisites, watch-outs, and things to verify before launch
Expected results, benchmarks, typical lift ranges, and what success looks like