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Technology Brand Strategy Digital

In digital B2B, less is more – or is it? 4 things to consider

By Matt Binz | Senior Director, MarTech and Applied Intelligence

The Mx Group


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This content is produced by The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business.

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April 21, 2023 | 6 min read

There’s a lot of tech out there, promising to supercharge marketers’ tech capabilities. But how to decide when it’s too much? Matt Binz of The Mx Group investigates.

Three birds sitting on a highwire, against a white background

In digital, is less more, or is more more? The Mx Group investigates. / Glen Carrie via Unsplash

In the fast-paced digital world, less is often more. This is especially true for agencies trying to deliver seamless digital experiences for B2B clients.

But while businesses may want to incorporate the latest and greatest into their digital strategies, it’s important to balance needs to craft seamless experiences for end users, excite business leaders (without pulling them in a variety of directions), and deliver business results.

By focusing on simplicity, B2B agencies can deliver a more streamlined digital experience that is easier to use, maintain, and scale. This approach not only benefits end users, but also helps businesses achieve their goals more efficiently and effectively. Here are four key areas to consider when implementing a less-is-more approach to B2B digital experiences.

1. Invest in UX

Investing in user experience (UX) is crucial for creating digital experiences that are both effective and valuable. By focusing on the needs and preferences of users, agencies can create intuitive interfaces, efficient workflows, and engaging experiences that are brand-aligned, keeping users coming back for more.

This means conducting thorough user research, testing with real users, continually gathering feedback, and making adjustments. It also means simplifying interfaces and features to reduce cognitive load and create a more streamlined UX.

2. Leverage technologies, smartly

Today, there are several technologies available (and more coming tomorrow) that can play key roles in these solutions. Digital experience platforms offer a one-stop shop for managing content, delivering personalized experiences, and providing a centralized view of customer data. Martech platforms help automate marketing campaigns and enable businesses to analyze their performance. Artificial intelligence (AI) can be used to power chatbots, perform data analysis, and generate personalized recommendations for users.

However, it’s important to not get carried away with these technologies. While they can provide significant benefits, it’s best to use them in a way that doesn’t overwhelm users or detract from the overall experience. For example, businesses may be tempted to incorporate AI-powered chatbots on their websites in their quest to offer another digital touchpoint; however, if the chatbot is difficult to use or provides irrelevant responses, it could harm the overall UX.

3. Capitalize on predictive analytics

Predictive analytics can be a powerful tool for tailoring digital experiences to users’ needs and preferences. By analyzing user data and behavior patterns, agencies can identify pain points in workflows, personalize content, continually optimize digital experience, and make more informed decisions about which features and functionalities to include.

When used properly, predictive analytics helps to streamline interfaces and create the personalized digital experience that modern B2B buyers expect. This can lead to higher conversion rates, more engaged users, and more revenue.

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4. Test your way to success

Rather than trying to launch a fully-formed digital experience all at once, agencies can benefit from using incremental testing to gradually refine and improve the experience over time. This means starting with a minimum viable product and continually adding and adjusting features based on user feedback and data analysis.

This approach allows agencies and their clients to test and refine their digital experiences in a controlled environment, without risking a costly and time-consuming launch that may not meet user needs. With incremental testing, teams can reduce the risk of a failed launch and ensure that their digital offerings continuously improve over time.

While agencies (and the businesses they work with) may be tempted to incorporate every new technology and feature into their digital strategies, less is often more. By investing in UX, leveraging the right technologies, capitalizing on predictive analytics, and implementing incremental testing plans, businesses can create seamless digital experiences that provide value for end users and business leaders alike. The key is to strike the right balance between results, building a seamless experience for end users, and exciting stakeholders.

Technology Brand Strategy Digital

Content by The Drum Network member:

The Mx Group

The Mx Group is the second largest independent, integrated B2B marketing agency in the U.S. Our mission is to impact the marketplace for companies that impact the world. For over 30 years, we’ve created meaningful end-to-end buying experiences for B2B brands. Our clients are leaders and innovators in energy, utilities, manufacturing, hospitality, automotive, health care, technology and SaaS who rely on our expertise to influence and grow their businesses. Our relationships with our clients and people are why B2B Marketing recognized us as Agency of the Year. Our headquarters are in Chicago, but our reach is global. Whether a client is an established or startup B2B brand, we have the people and perspective to be a strong partner that makes a difference.

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