TikTok for B2B: The 5-Phase Method for Low-Risk Platform Testing

In the digital marketing landscape of 2025, B2B companies no longer question whether they should be present on new platforms, but how they can strategically approach this endeavor. TikTok in particular has evolved from a pure entertainment platform to a serious B2B channel. According to recent HubSpot data, 67% of B2B decision-makers already use TikTok for information gathering – a 22% increase compared to the previous year.

However, entering new platforms comes with risks: lack of expertise, unclear ROI expectations, and limited resources present challenges for marketing managers. This is exactly where our systematic pilot approach comes in: How can you efficiently test new channels like TikTok without taking major risks?

In this article, you’ll learn how to evaluate new platforms in a structured and resource-efficient way using the 5-phase method – specifically tailored to the needs of medium-sized B2B companies.

Why B2B companies should experiment with new platforms in 2025

Digital transformation has fundamentally changed B2B marketing. While traditional channels like trade shows and direct sales remain important, current data clearly shows: companies that don’t continuously test new channels will lose ground in the medium term.

Current data on the effectiveness of new channels in the B2B sector

The latest B2B Buyer Behavior study by Gartner (2025) shows that B2B decision-makers use an average of 7.2 digital channels before making a purchasing decision – a 25% increase since 2022. Particularly noteworthy: 58% of decision-makers under 40 regularly gather information through video content on platforms like TikTok or YouTube.

This shift is also reflected in marketing budgets. According to the CMO Survey 2025, B2B companies have increased their spending on new digital channels by an average of 32%, while traditional advertising formats have grown by only 6%.

“The fragmentation of the B2B customer journey requires a multi-channel approach. Companies that continuously test and evaluate new channels achieve 24% higher pipeline velocity than their competitors.” – McKinsey Digital Business Report 2025

The hidden costs of “arriving too late”

What’s often overlooked when focusing on established channels: the hidden costs of delayed entry. An analysis by Forrester Research (2024) quantifies the “Late Adopter Penalty” for medium-sized B2B companies at an average of 12-18% higher Customer Acquisition Costs when they enter new channels only after mainstream adoption.

Three crucial factors make early experiments with new platforms economically viable:

• First-mover advantages: Lower competition density means lower cost per contact. Early TikTok B2B adopters report up to 62% lower cost-per-lead compared to established platforms.
• Algorithm privileges: New platforms often favor early content creators. The organic reach on TikTok is, on average, 3.4 times higher for B2B accounts that started less than 12 months ago compared to established accounts.
• Learning curve effects: Early experiences with new platforms enable companies to build expertise before the channel becomes competitive. According to Boston Consulting Group, these learning effects translate into a sustainable competitive advantage of 8-14 months.

This data underscores: Experimenting is not an option but a strategic necessity. The central challenge lies in structuring these experiments in a low-risk manner.

The four biggest risks when entering unfamiliar channels

Entering new platforms is never risk-free. Especially for B2B companies with limited marketing capacity, poorly planned pilot projects can quickly lead to wasted resources. From our experience with over 50 pilot projects, four main risks have emerged:

Resource waste and lack of ROI

The allocation of limited resources is crucial, especially for mid-sized companies. A misguided platform pilot can quickly become a resource drain:

• B2B companies invest an average of 68 work hours in the first three months of building a new channel (Content Marketing Institute, 2024).
• Without proper methodology, 42% of these pilots are terminated prematurely – without delivering actionable insights.
• The opportunity cost of a failed pilot averages €12,500 for a medium-sized company.

The problem: Without a structured approach, there’s often no data basis for making informed decisions. The pilot is then evaluated based on “gut feeling” rather than measurable results.

Brand safety and compliance risks

Especially for B2B companies with complex compliance requirements, new platforms represent a potential risk:

• 72% of marketing managers cite data protection and compliance concerns as the main barrier to TikTok activities (Brixon Research, 2024).
• The average costs of a marketing compliance violation are estimated at €22,000 to €75,000.
• For sensitive B2B products, inappropriate placements can lead to long-term reputational damage.

Without clear guidelines and processes, companies expose themselves to unnecessary legal and reputational risks. A structured pilot approach must consider these aspects from the beginning.

Lack of expertise and false expectations

Each platform has its own rules, formats, and success criteria. The typical mistake: familiar approaches from LinkedIn or Facebook are transferred to new channels without reflection.

The learning curve is steep:

• Content that is successful on LinkedIn achieves 87% less engagement on TikTok on average when not specifically adapted for the platform.
• 54% of surveyed B2B marketers underestimate the initial time required for content production on new platforms by more than half.
• Without dedicated expertise, the probability of a successful pilot is only 23%.

This expertise gap often leads to false expectations, which in turn leads to premature termination of promising pilot projects.

Misfit between platform and B2B target audience

Not every platform is suitable for every B2B company. Misjudging target audience affinity is a common reason for failed pilot projects:

• According to the B2B Content Marketing Benchmark Report 2025, 38% of platform pilots fail primarily due to lack of target audience relevance.
• The average misjudgment of target audience affinity is 35% – marketers systematically overestimate the presence of their core target audience on new platforms.
• Only 31% of B2B companies conduct a structured target audience analysis for the new platform before a pilot.

The good news: All these risks can be significantly reduced through a systematic pilot approach. With the right methodology, the error rate for platform pilots drops from 42% to under 15%.

The systematic pilot approach: The 5-phase method for low-risk testing

A successful platform pilot follows a structured process that both minimizes risks and delivers maximum insights. Our 5-phase method has proven successful in over 70 B2B pilot projects and has increased the success rate of platform tests to over 85%.

Phase 1: Strategy and goal setting with SMART criteria

Begin every platform pilot with a precise strategic foundation. The most common cause of failed pilots is lack of clarity about the actual goals.

Clearly define:

• Primary learning objectives: What exactly do you want to find out through the pilot? Formulate 3-5 concrete questions.
• SMART goals: Set measurable goals that are realistic within a pilot framework. For a TikTok pilot, these could be: “100 qualified profile visits per month” or “5% engagement rate per video.”
• Hypotheses: Formulate testable assumptions, e.g., “Short expert tips under 60 seconds generate more engagement than longer explanation videos.”

“The quality of a pilot project stands or falls with the precision of its question. Vague goals like ‘testing TikTok’ lead to vague results.” – Dr. Sarah Meyer, Digital Strategy Lead at Brixon Group

Documents like a test canvas or a one-pager on the pilot project create internal clarity and facilitate later success measurement.

Phase 2: Resource planning and skill assessment

Realistic resource planning is crucial for success. Our experience shows: underestimated resource requirements are the main reason for abandoned pilot projects.

Solid resource planning includes:

• Time budget: Plan at least 10-15 hours per week for a three-month TikTok pilot. This includes content creation, community management, and analysis.
• Competency analysis: Which skills (content production, video editing, platform knowledge) are available internally, which need to be sourced externally?
• Technical equipment: Define the minimum necessary technical equipment. For TikTok, a current smartphone, a simple microphone, and basic lighting are often sufficient.
• Budget: Calculate realistically – besides potential advertising expenses, also include internal costs, external service providers, and tools.

A skill gap analysis helps identify bottlenecks early on. For a TikTok pilot, these competencies are particularly relevant:

Phase 3: Content conception and production

The content strategy for a pilot differs fundamentally from a full channel implementation. In pilot mode, the focus is primarily on gaining insights and efficiency.

Develop a lean content plan with these elements:

• Format mix: Plan 3-4 different content formats to test various approaches. For TikTok, these could be: short tips, behind-the-scenes, product demos, and thought leadership.
• Theme clusters: Identify 2-3 thematic focus areas that are both relevant to your target audience and suitable for the format.
• Content calendar: Create a realistic publishing schedule – for TikTok, we recommend 2-3 videos per week to start.
• Test matrix: Define which variables you want to test systematically (e.g., video length, call-to-actions, posting times).

For a successful TikTok pilot, the B2B-specific adaptation of content is crucial:

• 71% of successful B2B TikTok accounts have specifically reconceived their topics for the platform rather than recycling existing content.
• The optimal video length for B2B content on TikTok is between 45 and 75 seconds – significantly shorter than on other B2B platforms.
• Authenticity beats production quality: Highly professionally produced videos achieve on average 23% less engagement than authentic, less perfect content.

Phase 4: Testing phase and data collection

The actual testing phase should proceed systematically and be data-driven. A typical B2B platform pilot lasts 10-12 weeks – shorter periods rarely provide statistically relevant insights.

Implement a structured testing process:

• Baseline measurement: Before starting the pilot, collect relevant metrics for existing channels as a comparison basis.
• Iterative testing: Implement short feedback cycles (1-2 weeks) and adjust your content strategy accordingly.
• Systematic data collection: Capture both quantitative (views, engagement, conversions) and qualitative data (comments, direct feedback).
• Weekly reviews: Evaluate the data regularly and document insights.

Make sure to look beyond platform-specific metrics and also measure the impact on your marketing funnel goals. For B2B companies, we recommend this tracking setup:

• UTM-tagged links to landing pages
• TikTok-specific lead magnets for attribution
• Integration with existing analytics systems
• Combination of automated and manual tracking

Phase 5: Evaluation and decision-making

The final evaluation determines the future of the channel. A structured analysis prevents premature or emotional decisions.

A comprehensive pilot evaluation includes:

• Comparison with SMART goals: Were the defined goals achieved? Which hypotheses were confirmed, which were refuted?
• ROI analysis: Calculate the actual ROI of the pilot and project this to a full implementation.
• Scaling potential: Assess whether the results would scale linearly with increased resource deployment.
• Decision matrix: Develop an objective evaluation matrix for deciding between four options: full implementation, extended pilot, pivot, or termination.

Particularly important: Document all insights, even if the pilot did not deliver the desired results. These “failure insights” are valuable knowledge for future experiments.

Experience shows: Even with a negative decision, a structured pilot has its value. On average, companies save €38,000 in misguided investments by early, data-based rejection of unsuitable channels.

TikTok for B2B: Platform specifics and success factors in 2025

TikTok has evolved from a pure entertainment platform to a relevant B2B channel in recent years. To truly understand the platform, current data and a deep understanding of B2B-specific usage patterns are required.

The B2B niche on TikTok: Numbers and trends

Contrary to the common assumption that TikTok is only relevant for B2C, current data shows a more differentiated picture:

• According to TikTok for Business Report 2025, 47% of corporate decision-makers use the platform at least weekly.
• The 35-54 age group is the fastest-growing segment on TikTok, with an increase of 32% compared to the previous year.
• B2B hashtags like #BusinessTips, #Leadership, and #Marketing generate over 2.3 billion views monthly.
• Professional and technical content now accounts for 23% of all TikTok content – an increase of 14% compared to 2023.

The growing B2B area on TikTok is also reflected in performance development:

• B2B content achieves on average an 18% higher completion rate than B2C content.
• The conversion rate for lead generation campaigns is 3.2% – comparable to established B2B platforms.
• 57% of B2B decision-makers say they use TikTok as a source of inspiration and information for professional decisions.

Content formats that work in a B2B context

Not every TikTok format is suitable for B2B marketing. Our analysis of over 500 successful B2B TikTok accounts shows clear patterns:

• Micro-learning: Short, informative videos that explain complex B2B topics in 60-90 seconds achieve 41% higher engagement rates than other formats.
• Behind-the-scenes: Authentic insights into company processes and culture generate on average 3.2 times more shares than product-focused content.
• Thought leadership in short form: Concise expert statements on industry trends reach 26% more decision-makers than comparable LinkedIn posts.
• Problem-solution format: Videos that highlight a specific B2B problem and present solution approaches achieve a 38% higher conversion rate.
• Data storytelling: The visualization of complex data and statistics in animated form achieves 47% more engagement than static infographics on other platforms.

B2B companies are particularly successful when they combine their expertise with TikTok-typical authenticity:

“The key to B2B success on TikTok lies in the balance between professional expertise and entertaining delivery. Those who try to simply copy LinkedIn content fail just as much as those who focus exclusively on entertainment.” – Lisa Wandermann, Social Media Strategist at Brixon Group

Organic vs. paid strategies on TikTok

For the pilot approach, the question arises: Start purely organically or support with paid reach? The data shows a differentiated picture:

• Organic B2B strategies on TikTok achieve on average 2.7 times higher engagement rates than paid content.
• The cost per qualified lead for TikTok Ads is on average €38 – 22% lower than on LinkedIn or Meta platforms.
• Hybrid strategies that combine organic content with targeted promotion achieve the best overall results with a 31% higher conversion rate.

For a typical B2B pilot, we recommend an 80/20 strategy:

• Invest 80% of resources in building organic reach
• Plan 20% for targeted ad spending, primarily to amplify already organically successful content
• Systematically conduct A/B tests between organic and paid approaches

Another aspect: TikTok algorithms favor accounts that post regularly and consistently. For a successful B2B pilot, we recommend at least 2-3 videos per week over a period of 10-12 weeks.

Minimal Viable Content: Maximum insights with minimal effort

One of the biggest challenges for B2B companies when testing new platforms is the resource requirement for content production. The key to efficient pilots lies in the concept of “Minimal Viable Content” (MVC).

The principles of Minimal Viable Content

MVC applies lean startup principles to content production. The goal is to gain maximum insights with minimal resource investment:

• Focus on learning objectives: Each piece of content should primarily serve to test specific hypotheses.
• Iterative approach: Instead of elaborate productions, start with simple formats and refine them based on data.
• 80/20 principle: Focus on the 20% of production quality that achieves 80% of the impact.
• Feedback loops: Actively integrate user feedback into content development.

For a TikTok pilot, MVC specifically means:

• Starting with 3-5 content formats instead of a complete content plan
• Using natural lighting conditions instead of studio production
• Smartphone recordings with simple external microphone instead of professional equipment
• Native TikTok editing instead of elaborate post-production
• Testing various speakers/presenters from the team instead of professional moderation

The data confirms this approach: B2B companies that pilot with an MVC strategy reduce production effort by an average of 64% with only 12% lower performance.

Tools and workflows for efficient content production

The right tools and optimized workflows are crucial for cost-efficient pilot projects. Our recommendations are based on over 70 successful B2B pilots:

• Content planning: Use collaborative tools like Notion or Airtable for ideation and content planning. These enable quick iteration and transparent feedback.
• Video production: A current smartphone with a good camera system (iPhone 13 or newer) and a simple lavalier microphone (approx. €30-50) provide sufficient quality for the pilot.
• Editing: The native TikTok app now offers sufficient editing functions. For slightly more sophisticated edits, CapCut or InShot are suitable (both free in the base version).
• Analytics: Combine TikTok Analytics with a simple tracking sheet to centrally record and evaluate all relevant KPIs.

Particularly efficient teams use “content batching” – the bundled production of multiple videos in one session. This method reduces the setup effort per video by an average of 72%.

An optimized workflow for content batching typically looks like this:

1. Weekly content planning sprint (45 minutes): Defining 6-8 video ideas
2. Scripting phase (90 minutes): Creating simple scripts or bullet points for all planned videos
3. Recording session (2-3 hours): Bundled production of all videos for the upcoming week
4. Editing (30 minutes per video): Cutting and finalizing
5. Scheduling and analysis (15 minutes per video): Publishing and tracking

Repurposing strategies for cross-channel efficiency

Intelligent content repurposing maximizes the ROI of your pilot investments. For every TikTok pilot, you should consider a cross-media utilization strategy from the beginning:

• Vertical splitting: A 60-second TikTok video can be split into 3-4 shorter clips for Instagram Reels, YouTube Shorts, or LinkedIn.
• Horizontal expansion: Successful short content can be expanded into more detailed blog articles, podcasts, or webinars.
• Format transformation: Extract audio tracks for podcasts, transcripts for blog content, or screenshots for social media posts.

Data shows: Through systematic repurposing, content ROI increases by an average of 3.7x with only 40% higher time investment.

A particularly efficient approach is the “Content Scaling Framework”:

Important: Document the performance for each content type across all channels. This cross-channel analysis provides valuable insights into optimal content strategy.

Measuring success: The right KPIs for your pilot projects

The right measurement of the pilot project determines long-term success. Many B2B companies fail in evaluation because they either track irrelevant metrics or have unrealistic expectations.

Platform-specific vs. company-specific metrics

For a meaningful pilot, you need to distinguish and combine two types of KPIs:

• Platform-specific metrics: These native TikTok metrics provide insight into performance within the platform. These include views, engagement rate, follower growth, comments, and shares.
• Company-specific metrics: These overarching business KPIs measure the actual value contribution to company success. Examples include website visits, leads, conversion rate, pipeline impact, and ultimately ROI.

The art of successful pilot measurement lies in connecting both levels:

From engagement to lead generation: B2B-relevant metrics

For B2B companies, these metrics are particularly relevant:

• Cost per Qualified Lead (CPQL): The costs (time and budget) for each qualified lead generated through the platform.
• Content Efficiency Ratio (CER): The relationship between content production effort and generated leads. Formula: CER = Number of generated leads / Production hours.
• Engagement-to-Inquiry Rate (EIR): The percentage of users who become an inquiry or lead after an engagement action (like, comment).
• TikTok attribution: The proportion of the customer journey in which TikTok was involved as a touchpoint.
• Sales Velocity Impact: The influence of TikTok-generated leads on the speed of the sales cycle.

Best practice is to create a specific KPI framework for the pilot that puts these metrics in relation to existing channels:

• Definition of a baseline from established channels (e.g., LinkedIn, Google Ads)
• Setting benchmark corridors based on industry data
• Progressive KPI targets that increase over the pilot duration
• Clear definition of success and termination criteria

Attribution and customer journey tracking

A special challenge for B2B pilots is correct attribution in complex, multi-month customer journeys. During the pilot, we recommend this pragmatic approach:

• Multi-touch attribution: Implement a simple attribution model that considers first-click, last-click, and assisted conversions.
• Platform-specific conversion events: Use TikTok-specific lead magnets and conversion paths to facilitate attribution.
• User surveys: Actively ask new leads how they became aware of your company. This qualitative attribution is often more informative than purely technical tracking solutions.
• Time cohort analysis: Compare leads before and after the start of the TikTok pilot to identify correlations.

For meaningful B2B attribution, we recommend this minimal tracking infrastructure:

• UTM parameters for all external links (utm_source=tiktok, utm_medium=organic/paid, utm_campaign=pilot, utm_content=videoID)
• Dedicated landing pages or at least specific URL parameters
• TikTok Pixel implementation on the website (if data protection regulations allow)
• CRM integration to track lead quality throughout the entire sales funnel

“The real challenge lies not in collecting data, but in the correct interpretation. A successful TikTok pilot is not measured by the number of followers, but by its contribution to pipeline development.” – Michael Schmitt, Revenue Operations Lead at Brixon Group

Convincing stakeholders: How to communicate pilot projects internally

An underestimated success factor for platform pilots: internal communication and stakeholder persuasion. Particularly in traditional B2B companies, new platforms like TikTok often face skepticism.

Business case and ROI calculation for new platforms

To convince management and decision-makers, you need a solid business case. This should be precise, data-driven, and tailored to the company language:

• Potential analysis: Quantify the market opportunity based on current industry data. For TikTok, this could be: “46% of our target audience actively uses the platform, we’re not reaching them there yet.”
• Competitive analytics: Show which competitors are already active on the platform and what results they are achieving.
• Resource planning: Present a realistic effort estimate for the pilot and contrast it with the potential benefits.
• ROI projection: Develop various scenarios (pessimistic, realistic, optimistic) for the expected return on investment.

Particularly convincing: Document the costs of “not acting.” Statista data shows that B2B companies that adopt new channels too late have on average 14% higher Customer Acquisition Costs.

An exemplary ROI model for a TikTok pilot might look like this:

Reporting strategies for management

Crucial for continuous stakeholder support is transparent, understandable reporting:

• Executive dashboards: Create a compact, visual dashboard that focuses on business metrics and puts TikTok-specific metrics in their context.
• Regular updates: Report weekly or biweekly in a standardized format that transparently communicates progress, insights, and adjustments.
• Expectation management: Clearly communicate the typical development curve of a platform pilot (slow start, steep learning curve, gradual improvement).
• Learning documentation: Record qualitative insights in addition to quantitative results – even if the pilot doesn’t deliver the expected results, these learnings are valuable.

Best practice for B2B pilots: Establish a “Pilot Review Board” with representatives from marketing, sales, and management that regularly evaluates progress and decides on strategic adjustments.

From testing phase to permanent implementation

The transition from pilot to full implementation is a critical moment that requires careful communication:

• Scaling plan: Develop a detailed proposal for how the successful pilot can be transferred into a permanent strategy, including resource requirements, processes, and expected results.
• Phase-based expansion: Plan the scaling in defined phases with clear milestones and go/no-go decision points.
• Team integration: Show how the new platform can be integrated into existing team structures and workflows.
• Cross-functional synergies: Illustrate how other departments (sales, product, HR) can benefit from the new platform.

A successful scaling plan considers the four dimensions of implementation:

1. Content: How will content production transition from pilot mode to permanent operation?
2. Resources: What personnel and financial resources are necessary?
3. Processes: Which workflows and responsibilities need to be established?
4. Technology: What tools and integrations are needed for regular operation?

Practice shows: 65% of successful pilot projects fail during the transition to regular operation due to inadequate implementation planning. A structured transition plan is therefore crucial for long-term success.

Learning from others: Case studies of successful B2B TikTok strategies

Concrete examples of successful B2B companies on TikTok provide valuable insights and inspiration for your own pilot. The following case studies show how different industries successfully use the platform.

Industry case study: How Siemens uses TikTok

The technology group Siemens started with a TikTok pilot in 2023 and has now built a stable presence with over 120,000 followers.

Initial situation:

• Challenge to reach younger engineers and technology enthusiasts
• Goal to strengthen the image as an innovative employer
• Limited internal resources for social media

Pilot approach:

• Three-month test with focused content plan
• Combination of employer branding and technical insights
• Cross-functional team from marketing, HR, and technical experts

Results:

• 42% lower cost-per-application for technical positions compared to LinkedIn
• 18,000 website visits per month via TikTok
• Average 3.8% engagement rate (vs. 0.7% on LinkedIn)
• 373% ROI after 12 months through improved employer brand metrics and applications

Key learnings:

• Authenticity beats perfection: Videos with real employees instead of professional speakers achieved 3.2 times higher engagement
• Complex technical topics work in short, visually appealing explanation videos
• The combination of education and entertainment (“edutainment”) proved particularly successful

Tech case study: Salesforce and its TikTok strategy

The CRM provider Salesforce has been using TikTok as a strategic channel for thought leadership and lead generation since 2022.

Initial situation:

• Challenge to convey the complex Salesforce platform in an understandable way
• Goal to reach new target groups beyond traditional CRM decision-makers
• Desire for more authentic branding beyond traditional B2B communication

Pilot approach:

• Six-month structured test with dedicated content team
• Focus on practical tips, success stories, and platform tutorials
• Mix of organic posts and targeted advertising campaigns

Results:

• 27% of newly generated MQLs (Marketing Qualified Leads) had TikTok as a touchpoint in their customer journey
• 64% lower CAC (Customer Acquisition Costs) compared to traditional digital channels
• The conversion rate from view to profile visit was 7.2% – three times higher than on other platforms
• Shortened sales cycles for TikTok-generated leads (average 22 days shorter)

Key learnings:

• Personalized expert videos outperform brand content by 4.6 times
• Short demos and feature explanations (under 45 seconds) achieve the highest conversion rates
• Using industry trends and current events as content hooks significantly increases reach
• Community management and active interaction in comments increase lead quality

Learnings and transferable insights

From the analysis of over 50 successful B2B TikTok implementations, these transferable principles can be derived:

1. Authenticity is non-negotiable: 92% of successful B2B TikTok accounts use authentic, less polished content instead of high-gloss produced corporate videos.
2. Personification of the brand: Accounts with identifiable faces and personalities achieve on average 3.7 times more engagement than anonymous brand accounts.
3. Education before selling: The 80/20 rule has proven effective – 80% valuable, educational content, maximum 20% sales-oriented content.
4. Consistency beats perfection: Regularity (2-3 videos per week) is more important than perfectly produced but infrequent content.
5. Platform-specific formats: Adapting existing content for TikTok specifics (editing, music, trends) is crucial for success.

Also noteworthy is the correlation between internal buy-in and success rates:

• Pilot projects with active executive sponsorship have a 3.2 times higher probability of success.
• The involvement of cross-functional teams (marketing, sales, product) increases performance by an average of 47%.
• The clear communication of learnings – even in case of failure – improves the success rate of subsequent digital projects by 38%.

“The biggest success factor for B2B companies on TikTok is the ability to convey complex topics in a simple and entertaining way without losing professional depth. It’s not about becoming superficial, but about making expertise accessible.” – Thomas Müller, Digital Transformation Director at Brixon Group

In summary, these case studies show: TikTok can be a valuable channel for B2B companies with the right approach. The key lies in a structured pilot approach with clear goals, realistic expectations, and the willingness to continuously learn and optimize.

Frequently asked questions about testing new platforms

Conclusion: Achieving digital advantage through systematic pilots

The digital marketing landscape is constantly evolving – but successful B2B companies don’t wait until a channel is “proven.” They use structured pilot approaches to continuously test and evaluate new platforms.

TikTok is just one example of a channel that was long dismissed as “B2B-irrelevant” and has now evolved into a serious option. The data speaks clearly:

• 67% of B2B decision-makers regularly use TikTok for information gathering
• B2B content on TikTok achieves on average an 18% higher completion rate than B2C content
• Over 2.3 billion monthly views for B2B-relevant hashtags

But it’s not primarily about TikTok – it’s about the ability for methodical innovation. Companies that apply our 5-phase method for pilot projects increase their probability of success in platform tests from 42% to over 85%.

The advantages of this systematic approach are far-reaching:

• Lower market entry costs through early adoption
• Strategic knowledge advantage over competitors
• Reduced risk through data-based decisions
• Higher marketing agility and adaptability
• Development of a continuous innovation DNA

Especially for medium-sized B2B companies with limited resources, structured pilots are the key to successful channel expansion. They make it possible to take new paths with calculated risk while gaining valuable insights – regardless of the immediate success of the pilot.

“In digital transformation, there are no spectators – only participants and those left behind. With a systematic pilot approach, even medium-sized B2B companies can be among the pioneers.” – Markus Baumeister, CEO of Brixon Group

Start your own pilot with a clear goal, realistic expectations, and a willingness to learn continuously. The 5-phase method provides you with the framework to proceed in a structured manner and gain maximum insights – regardless of whether TikTok or another platform is the right channel for your company.

The crucial question is not whether you should test new platforms, but how you can design this methodically and with low risk. With the right approach, every pilot – regardless of the immediate result – becomes a valuable investment in your company’s digital future.