09.5.4 · Skill in B2B acquisition
Trials and proofs of concept
Letting business customers evaluate the product with their own data.
B2B trials and proofs of concept need clear success criteria agreed upfront. Engineers often support them with setup and integrations. Their success depends on activation within the customer's organization.
Resources
2- articleStart hereWhat is activation rate? ↗Amplitude · 2025 · 15 min
How to define and calculate activation, with a fixed time window so the number means something.
- bookGo deeperProduct-led growth: how to build a product that sells itself ↗Wes Bush · free online chapters
The book on PLG, with the free versus trial decision and the metrics that go with it.
Tools
none yetTools for this topic are being researched.