Most B2B lead scoring is built on arbitrary point systems and outdated assumptions and it's costing you real money.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 models that predict real conversion probability
- Why lead scoring should never come before fixing your fundamentals
- The validation gap that makes most models worthless after a few months
- How to spot when your scoring model has drifted from reality

Key takeaway: Lead scoring is an optimization layer, not a solution. If your CRM is messy, your tracking is unreliable, or your creative isn't working, lead scoring won't save you. Fix your foundation first.

Perfect for: B2B marketers, growth teams, and anyone wondering why their lead scoring system isn't delivering results.

The Hypothesis explores the strategies, tactics, and insights that drive growth in the performance marketing world.

Connect with us:
Website: https://www.thrivedigital.com/

YouTube: https://www.youtube.com/@ThriveDigitalMarketing

LinkedIn: https://www.linkedin.com/company/thrive-digital

Instagram: https://www.instagram.com/thrive_digital/

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, and why your "best performing" audience segments might actually be the least incremental.

You'll learn:

• Why demographic data from ad platforms doesn't tell the whole story
• The real (limited) use case for marketing personas
• How to avoid the segmentation trap that fragments budgets and kills learning
• Why creative does more targeting work than your audience settings
• What brands should focus on instead of chasing granular demographic details
• How to actually use your first-party behavioral data

If you've ever wondered whether you're over-optimizing based on platform reports that don't reflect reality, this conversation will reset your thinking on audience strategy.

Want to learn more about growth marketing or get help on your next performance project? Connect with us on our other platforms!

Website: https://thrivedigital.com/

LinkedIn: https://www.linkedin.com/company/thrive-digital/

Instagram: https://www.instagram.com/thrive_digital/

YouTube: https://www.youtube.com/@ThriveDigitalMarketing

Thanks for tuning in! If you enjoyed the show, we’d love to hear from you. Leave us a review, share with friends and colleagues, and don’t forget to subscribe so you never miss an episode.

Follow this week’s hosts:

Maddy: https://www.linkedin.com/in/madelinesilver1/
Eric: https://www.linkedin.com/in/erictsloan/
Santana: https://www.linkedin.com/in/santana-blanchette/

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 creative fundamentals that actually matter vs. trendy tactics
- How to know when to break the rules
- Why your best-performing ads should become benchmarks, not sacred objects

Key takeaway: Best practices aren't one-size-fits-all. What works for one brand might tank another's performance. The secret is knowing which principles are truly foundational (like design fundamentals and testing methodology) versus which are just someone's one-time win being sold as universal truth.

Want to learn more about growth marketing or get help on your next performance project? Connect with us on our other platforms!

Website: https://thrivedigital.com/

LinkedIn: https://www.linkedin.com/company/thrive-digital/

Instagram: https://www.instagram.com/thrive_digital/

YouTube: https://www.youtube.com/@ThriveDigitalMarketing

Thanks for tuning in! If you enjoyed the show, we’d love to hear from you. Leave us a review, share with friends and colleagues, and don’t forget to subscribe so you never miss an episode.

Follow this week’s hosts:

Tyler: https://www.linkedin.com/in/tyler-power-66428497/
Eric: https://www.linkedin.com/in/erictsloan/
Santana: https://www.linkedin.com/in/santana-blanchette/