Thrive Digital

"A lot of people say in marketing that you have to have millions in budget if you're going to try brand media spend. I think that's normally from people who have become too desensitized to spending other people's money. There definitely is a starting point." Learn how our VP of Performance, Blaize Bolton, thinks about top of funnel campaigns and why she feels like there's an approachable starting point for everyone.

Five-year-old lead scoring models are worthless. Markets shift, products evolve, buying behaviors change. Yet many companies set up a scoring system once and never touch it again. The solution is straightforward: regular validation and back-testing. Use historical data to test whether your model actually predicts outcomes. Did leads you scored highly convert at higher rates? Are sales consistently rejecting leads you marked as high-value? These gaps signal your model has drifted from reality. Watch for warning signs like declining conversion rates, high-score/low-win mismatches, and sales teams consistently rejecting your "qualified" leads.

It's tempting for retail brands to spend only on quick conversions, but this strategy can create long-term problems. Watch e-comm Performance Manager, Christopher Erickson, discuss why retail brands need to invest in top-of-funnel campaigns.

Meta recently rolled out an update (flexible media) to its creative automation with some unfortunate consequences for brands unaware of the change. Want to find out whether it might be impacting your account and more about this new feature? Watch this video with one of our Project Leads, Rhys, to learn all about it.

You can't score what you can't measure. Before thinking about lead scoring, you need: ✅ A clean, well-maintained CRM ✅ Bidirectional sync between marketing automation and sales systems ✅ Reliable tracking of behavioral data ✅ Clear feedback loops showing sales outcomes If your CRM is a mess, if you can't track the customer journey reliably, or if there's no connection between marketing actions and sales results, stop. Fix your foundation first. Lead scoring on unreliable data is worse than no lead scoring at all.

Your feed and inbox are flooded with "research" reports, but are they accurate? 20% lift here, 30% improvement there. But here's what most marketers don't realize: the majority of these reports are marketing disguised as research. We sat down with our VP of Data & Strategy, Eric Sloan, to ask him how we can evaluate marketing data, what we can do with those reports, and how to better interpret what we see on a regular basis.