Director of Demand Generation

Emily Thompson

Emily Thompson has been in the world of Demand Generation for 10+ years, getting her start as a Content Marketer who realized that content was the key element of the larger picture of Demand Generation.

My 1 Growth Tip: Always test out your headlines, value propositions, creative, and CTAs on lower-CPM platforms before scaling them everywhere else.

We always start paid social campaigns on lower-CPM platforms like Facebook and Instagram, constantly testing every variable over 2-week sprints before moving to other platforms. This way, we can then move those hooks and messages to platforms like Google and LinkedIn, with a higher degree of confidence about what to expect. Moving even up the higher-CPM ladder from that, we have billboard and print advertising; and those hooks are as tested and validated as we can possibly make them.

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