The Hypothesis

The Hypothesis is a biweekly show where industry experts debate and discuss growth marketing approaches, digital advertising tactics, measurement plans, plus creative and growth strategies. Prefer video? Check out the recording of the show on YouTube every two weeks at https://www.youtube.com/@ThriveDigitalMarketing

The Hypothesis is a business podcast hosted by Thrive Digital, with 26 episodes on record and a Required Pod Score of 80.

Thrive Digital hosts The Hypothesis, a business show with 26 episodes published.

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  Episode #25

  The brand and performance divide is costing you more than you think

  Apr 9, 202647 minS3

  <p>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?<br/><br/>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 Shaadi Moreno (Director of Paid Media) to unpack why these two functions are siloed, what it actually costs when they don't communicate, and how teams can start working better together without waiting for an organizational overhaul.<...

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  Episode #24

  Can AI create a (trustworthy) full marketing strategy?

  Jan 12, 202633 minS3

  <p>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.</p><p>In this episode, we talk about:</p>Why AI excels at facilitation but fails at strategic decision-makingThe data problem that prevents AI from creating genuine strategiesHow to use AI as a collaborative tool without over-relying on generic outputsWhere AI is making the biggest impact in performance marketing right nowThe worst AI advice flooding LinkedIn (and why "AI...

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  Episode #23

  Can we fix lead scoring?

  Nov 19, 202538 minS3

  <p>Most B2B lead scoring is built on arbitrary point systems and outdated assumptions and it's costing you real money.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.<br/><br/>We cover:<br/>- Why points-based lead scoring is fundamentally flawed<br/>- The data infrastructure you actually need before attempting lead scoring<br/>- How to build empirical models that predict real conversion probability<br/>- Why lead scoring should never come before fixing your fundamentals<br/>- The validation gap that makes most models worthless after a few...

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  Episode #22

  Ad data can't tell you everything about your audience

  Nov 5, 202533 minS3

  <p>Think hyper-targeted audience segmentation is the key to better campaign performance? Think again.<br/><br/>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, and why your "best performing" audience segments might actually be the least incremental.<br/><br/>You'll learn:</p>Why demographic data from ad platforms doesn't tell the whole storyThe real (limited) use case for marketing personasHow to avoid...

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  Episode #21

  Are "best practices" killing your marketing performance?

  Oct 15, 202536 minS3

  <p>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:<br/><br/>- Why vendors push "best practices" that benefit them, not you<br/>- When static images beat video (despite what everyone tells you)<br/>- The creative fundamentals that actually matter vs. trendy tactics<br/>- How to know when to break the rules<br/>- Why your best-performing ads should become benchmarks, not sacred objects<br/><...

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