Eloise Baxter — channel-mix experiments

**Unlocking Growth Through Channel-Mix Experiments** Last quarter, we decided to shake things up by diversifying our channel mix. We allocated 30% of our budget to emerging platforms—think TikTok and niche podcasts—while maintaining our core spend on Google Ads and LinkedIn. The results? A staggering 25% increase in lead generation and a 15% drop in customer acquisition cost. The real eye-opener was the engagement from the new platforms: TikTok alone drove 40% more interactions than anticipated. What did we learn? Experimenting with unconventional channels can break through growth plateaus. Don't be afraid to allocate a portion of your budget to test the waters; the insights can be transformative.