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Santana Blanchette
Are marketing best practices helpful or lazy?
TL;DR Best practices in digital marketing aren't one-size-fits-all solutions. While foundational principles like testing and brand consistency matter, blindly following "best practices" can trap you in formulaic thinking. The key is understanding when to apply them, when to break them, and recognizing when someone's just trying to sell you something disguised as a best practice.
3 minute readDeep diving into e-commerce measurement
TL;DR E-commerce success isn't just about ROAS. Smart marketers look beyond surface metrics to understand customer lifetime value, profitability, and the full customer journey. This means balancing short-term acquisition costs with long-term customer value, especially during high-stakes periods like Black Friday. Performance marketers often get tunnel vision on return on ad spend, but the reality is messier. The most successful e-commerce businesses understand that profitable growth trumps vanity metrics every time.
4 minute readWhat e-commerce marketing leaders should do in their first 90 days
TL;DR New e-commerce marketing leaders face intense pressure to deliver results quickly, but the most successful ones resist the urge to make immediate changes. Instead, they spend their first 90 days listening, learning, and building relationships. The key priorities: understand your market and customers deeply, learn the business economics from finance, evaluate existing teams and partnerships fairly, and establish clear communication systems. Only after this discovery phase should you start making strategic changes.
5 minute readAd targeting: is it really that precise?
Ad targeting is one of the biggest selling points of digital marketing, but how accurate is it really? 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.
3 minute readAnswering your biggest performance marketing questions
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.
3 minute readMarketing for early stage start-ups
Founders series: lessons in resilience and marketing for early-stage startups What happens when a seasoned marketer and investor reflects on lessons learned from building businesses and working in venture capital? In this special founder’s series episode of The Hypothesis with Thrive’s founder, Jonathan Becker, Kirby Winfield of Ascend shares candid insights into his entrepreneurial journey, the challenges of early-stage startups, and the importance of balancing grit with experimentation. We also dive into the nuances of effective marketing and how infrastructure plays a pivotal role in shaping the future of technology.
2 minute readIs your landing page hurting ad performance?
Marketers talk a lot about ads, but what about landing pages, where you get the real action you’re looking for from a consumer? 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.
2 minute readAttribution is overrated
Attribution: why it matters and where marketers go wrong Attribution is overrated — or at least, that was our hypothesis going into episode 14 of The Hypothesis. 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.
2 minute readIf Meta ads don’t work for you, it’s your fault
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. More of a skimmer? Keep reading for our top takeaways.
3 minute read