The Hypothesis

Cross-channel storytelling can be really hard. Keeping a brand's story consistent across CTV, social, search, and owned channels, all while budgets, algorithms, and org charts pull in different directions.  This episode breaks down: Why cross-channel storytelling is an organizational problem first, not a creative or media problem Why you often can't control the order customers see your a...

Brand and performance marketing have been treated like rival sports teams for decades. Different budgets. Different goals. Different incentives. But is that divide actually helping anyone, or is it costing businesses more than they realize? In this episode of The Hypothesis, our host Santana Blanchette, sits down with Phil Ware (VP of Strategy), Eric Sloan (VP of Data & Strategy), and Jorge Sh...

Can AI really build a marketing strategy you'd actually trust? Thrive's VP of Performance, Blaize Bolton, and Director of Strategy, Amanda Ng, break down what AI actually does well (and what it absolutely doesn't) when it comes to marketing strategy. In this episode, we talk about: Why AI excels at facilitation but fails at strategic decision-making The data problem that prevents AI...

Most B2B lead scoring is built on arbitrary point systems and outdated assumptions and it's costing you real money. In this episode, our strategy directors break down why traditional lead scoring fails and what actually works. We cover: - Why points-based lead scoring is fundamentally flawed - The data infrastructure you actually need before attempting lead scoring - How to build empirical mo...

Think hyper-targeted audience segmentation is the key to better campaign performance? Think again. In this episode, our host sits down with data experts Eric and Madeline to dismantle some of marketing's most persistent myths about audience targeting. They discuss why those detailed marketing personas fall flat in actual media buying, how small sample sizes lead to bad strategic decisions, an...

In this episode, we dig into digital marketing best practices and why following all of them might be doing more harm than good. This week's hosts, Creative Director, Tyler Power, and Thrive's VP of Data & Strategy, Eric Sloan, break down: - Why vendors push "best practices" that benefit them, not you - When static images beat video (despite what everyone tells you) - The cr...

Measuring e-commerce success isn't just about ROAS. In this episode, we break down why the most sophisticated e-commerce marketers look far beyond return on ad spend. We explore the relationship between customer acquisition cost and lifetime value, why different business models require completely different KPI strategies, and how to avoid the common traps that waste budget during critical per...

In this episode of The Hypothesis, Thrive's data and strategy experts Eric, Madeline, and Phil break down what new e-commerce marketing leaders should actually do in their first 90 days. Spoiler: it's not about making big changes immediately. Key takeaways: Why listening beats fixing in your first 90 days How to build relationships with finance (and why it matters) The dangerous assumpti...

In this episode, we challenge the assumption that ad targeting is as precise as marketers believe. We discuss the pitfalls of audience segmentation, the over-reliance on machine learning, and the growing importance of creative in a world where targeting is becoming less effective. For show notes, including links to the video, more content, and additional resources, please visit https://thehypothes...

Performance marketing is constantly evolving, and we know you have questions. In this special Q&A episode, we took your questions about performance marketing, from AI’s impact to reporting best practices and answered them in this wide-spanning conversation. Want to learn more about growth marketing or get help on your next performance project? Connect with us on our other platforms! Website: h...

In this episode, we dive into Kirby Winfield of Ascend VC’s entrepreneurial journey and the lessons learned from building businesses and working in venture capital. We discuss the importance of resilience, early-stage marketing, and why simple, consistent strategies can drive big results. Want to learn more about growth marketing or get help on your next performance project? Connect with us on our...

In this episode, we dive into the nuances of landing pages—what they are, what they should do, and how to avoid common pitfalls. We also discuss whether content should be gated, the balance of personalization, and why every marketer should prioritize clarity above all else. Want to learn more about growth marketing or get help on your next performance project? Connect with us on our other platform...

In this episode, we dive into the complexities of attribution in marketing. What does it really mean? How can marketers assign value to their activities amidst flawed data and imperfect systems? Join us as we break down the concepts, discuss common pitfalls, and explore better approaches to measuring marketing effectiveness. Want to learn more about growth marketing or get help on your next perfor...

In this episode, we dive into the common mistakes marketers make when running Meta ads and how to correct them. From creative testing to campaign objective misalignment, we discuss the nuances of effective ad strategy on Meta’s platform. Tune in to learn about the best practices for ad measurement, the strategic use of various ad formats, and optimizing for both e-commerce and B2B audiences. Want...

In this episode, we discuss the evolving landscape of search and address the misconception that search is dying. Learn about search advertising strategies, the importance of local search optimization, search data for insights, keyword structures, comparing SKAGs vs keyword themes, and the role of automation in search campaigns. For show notes, including links to the video, more content, and additi...

Episode 11: Your Black Friday/Cyber Monday sales could be better From poor planning to neglecting post-event strategies, in this episode we cover the most common pitfalls of planning big sales events and how to avoid them. Listen now to hear our thoughts on planning, executing, and measuring success during these critical retail moments. For show notes, including links to the video, more content, a...

In this episode, we talk about why creative messaging should go beyond buy now, how to create an emotional bond with your consumers, where you need to place these ads, and tailoring for each channel. For show notes, including links to the video, more content, and additional resources, please visit https://thehypothesisshow.com/ Want to learn more about growth marketing or get help on your next per...

In this episode, we discuss why marketing teams should always be looking for places to make their ad budget more efficient, how bottom of funnel is not the solve for every problem, methodologies behind effective spend reductions, and why you should be working with other departments Want to learn more about growth marketing or get help on your next performance project? Connect with us on our other...

Episode 8: You’re wasting your marketing budget In this episode, we define waste vs learning, why trusting automation too heavily leads to more waste, how the wrong KPI’s and targets incentivize waste, and more. For show notes, including links to the video, more content, and additional resources, please visit https://thehypothesisshow.com/ Want to learn more about growth marketing or get help on y...

In this episode, you’ll learn how we define ugly creative, what pattern interrupt is, how to harness more unconventional creative in your ad program, and why ugly creative is so useful. For show notes, including links to the video, more content, and additional resources, please visit https://thehypothesisshow.com/ Want to learn more about growth marketing or get help on your next performance proje...

In this episode, we tell you what exactly advertising automation is, where we think it goes wrong, how it takes advantage of busy marketers, how we use it, where we test to ensure its effectiveness, and more. For show notes, visit https://blog.thrivedigital.com/automated-campaigns-take-advantage-of-marketers Want to learn more about growth marketing or get help on your next performance project? Co...

Episode 5: When to expand advertising beyond Google and Meta In this episode, we discuss why so much ad spend goes into these two channels, how to better optimize them to get the most out of your investment, what di-worsification is, why and when to start considering new channels, and where to expand. For show notes, visit :  https://blog.thrivedigital.com/when-to-expand-advertising-beyond-google-...

In this episode, we talk about what big swings in advertising are, what marketers lose when they play it too safe, how to take calculated big swings, finding the right opportunities and budget, getting team buy-in, and more. For show notes, visit https://blog.thrivedigital.com/marketers-should-be-taking-more-big-swings Want to learn more about growth marketing or get help on your next performance...

Episode 3: Incrementality is the only marketing metric that matters In this episode, we delve into the challenges and considerations of incrementality as a primary measurement for marketing success. This chat includes discussions on seasonality, how long these tests take to conduct, and the level of sophistication required for different advertising programs. We also talk about how to start adding...

In this episode, we discuss the usage and limitations of in-platform reporting for measuring marketing effectiveness. Learn about using platform data for day-to-day decision-making, the potential misinterpretation (or intentional manipulation) of in-platform metrics, the over-reactivity to in-platform metrics, and the limitations of platform reporting in estimating the impact on the business. For...