I don’t think the approach is different at all. In fact, building an MVP may be easier with a b2b company because you have a smaller sample size to validate your product ideas. With a b2c play you have to accept a more scattered approach, i.e. discovering your customer segments is a crucial step. With b2b you probably have a more narrowly defined customer segment.
Landing pages, A/B testing, videos etc are all part of the toolset. But the real key is getting outside the building and talking to people.
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The use of an online video can be incredibly effective not only by introducing yourself to a wide audience, but also converting a potential customer into a real customer. The video for Dropbox that appears on its homepage is an out-of-the-park example of an explainer video translating into more signups and a higher customer conversion rate than without video. Some stats from Dropbox that illustrate just how well the video is working (Common Craft): * The video was viewed 750,000 times in October 2010. * The conversion rate jumps from 30% to 33.2% when the video is viewed versus when it is not. That’s a 10% increase in conversion just by watching the video! * That means thousands of new signups each and every day that are directly tied to the video. That’s pretty compelling evidence supporting how effective animated videos can be in explaining your product and getting your message out to the masses.
