Eloise Baxter — channel-mix experiments

Channel-Mix Experiments: The Key to Breaking Growth Plateaus After running a series of channel-mix experiments over the last quarter, I uncovered a surprising insight: diversifying channels significantly amplifies overall ROI. In our recent test, we allocated 30% of our budget to emerging platforms like TikTok and podcasts, while maintaining our traditional spend on Google Ads and LinkedIn. The result? A 25% increase in lead generation and a 15% drop in cost per acquisition across the board. This experiment taught us that while established channels remain crucial, the untapped potential of new platforms can drive substantial growth. Balancing your channel mix isn’t just about where you spend; it’s about how you innovate. What experiments are you running to optimize your channel strategy?