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Adopt a Pet — incrementality testing
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Different business models need different playbooks. Explore our specialized divisions.
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B2B Lead Gen
Pipeline acceleration for sales-led B2B teams.
B2C Lead Gen
Volume + quality lead gen for consumer brands.
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Full-funnel performance for DTC and retail.
Brand Media
Awareness & consideration plays at scale.
User Acquisition
App & subscription growth across paid channels.
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A full-stack growth team — from media planning to attribution.
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Media Buying & Strategy
Plan, buy, and optimize across every paid channel.
Measurement & Analytics
Prove what works — and invest where it matters.
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Ideas and assets that perform on every surface.
B2B Lead Generation

B2B lead generation and marketing built for lead quality and quantity

B2B lead generation graphic with a lead funnel from MQL to revenue and a lead quality score gauge
B2B lead generation programs that measure down-funnel lead quality. Every program connects paid media to pipeline outcomes from day one.
B2B lead generation graphic with a lead funnel from MQL to revenue and a lead quality score gauge

Most B2B programs are optimized toward the wrong thing.

Most programs optimize toward volume, CPL, and MQLs, metrics that look good in reports but have no direct connection to revenue. Because ad platforms are incentivized to claim credit for as many conversions as possible, those numbers rarely get challenged.

Arbitrary lead scoring systems built on point values with no empirical backing send sales after the wrong leads, and without CRM validation tied to closed revenue, nobody notices until the pipeline numbers disappoint.

Many B2B buyers have done extensive research before ever visiting your site, and long sales cycles with multi-stakeholder buying committees make last-click attribution useless, yet most programs still rely on it to make budget decisions.

Our approach to B2B lead generation

Thrive runs media, data, and creative as one program. Measurement informs creative, creative informs media, and media decisions get validated by data.
The result is a cycle of learning that compounds over time.

Closed-loop attribution

CRM data connected back to ad platforms so optimization happens against closed revenue and qualified pipeline, with lead scoring models built from historical won-deal data replacing arbitrary point values.

Journey-aware targeting

Channel strategy built around where buyers are in the decision process, accounting for the research they've already done before arriving at your site rather than just the intent signals visible at the bottom of the funnel.

Incrementality testing

Incrementality testing to validate which channels are driving net new pipeline and which are showing up near deals that would have closed regardless, replacing last-click attribution that can't account for long sales cycles.
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Tempur-Pedic
Uber
Asana
MasterClass
coinbase
change.org

How Asana grew revenue by 86% from 2019 to 2020

Asana’s mission is to help humanity thrive by enabling the world’s teams to work together effortlessly. They are empowering millions of teams across 190 countries to do great things with Asana.

Asana logoRead the Case Study

The Paid Media Growth Journey of Smith Optics

Smith Optics is an industry leader that pioneers advanced eyewear and helmets that incorporate dynamic technologies, optimized performance and clean styling to fuel fun beyond walls.

Smith Optics logoRead the Case Study

How ActiveCampaign scaled leads and sales YOY

ActiveCampaign's category-defining Customer Experience Automation (CXA) platform helps over 130,000 businesses in 170 countries meaningfully engage with their customers. Thrive scaled ActiveCampaign's lead and sales opportunities across multiple advertising channels, while maintaining ROAS.

ActiveCampaign logoRead the Case Study

How Earnest increased volume of leads by 40X

Earnest is a financial services company specializing in debt refinancing for students receiving a professional designation upon graduation from college. While Earnest generates a great deal of its business from its first-class reputation, engaging brand, and disruptive business model, a key component of its expansion plan was to launch a robust digital customer acquisition program across paid channels.

Earnest logoRead the Case Study

How Notion scaled spend, increased CTR and drove more engagement

Thrive Digital has helped Notion produce new creative assets to improve engagement and click-through rates, which helped ramp up their spends on Facebook to mirror their aggressive growth goals.

Notion logoRead the Case Study

How Arc'teryx grew paid revenue 43x over 6 years

Thrive Digital was hired by Arc’teryx in order to lead all digital media planning and buying initiatives. This included initiatives on social ad platforms like Facebook Ads and YouTube, paid search initiatives on Google Adwords/Bing Ads, and campaigns on remarketing channels, DoubleClick and numerous other digital ad buying channels.

Arc'teryx logoRead the Case Study

How Change.org increased awareness to scale meaningful change during COVID-19 and other important events.

Thrive Digital was asked to help Change.org maximize the reach of its users’ petitions, leading to change within local communities and globally. Our partnership with Change.org spanned across key global events such as Covid-19, the Black Lives Matter movement, and more.

Change.org logoRead the Case Study

How Adopt a Pet optimized channel investment strategy through incrementality testing

Determining true channel incrementality through geo-holdout experimentation to optimize media investment strategy

Adopt a Pet logoRead the Case Study
We've helped some of the world's best brands grow
“Thrive has restored my faith in agencies.”
Phu Bui
Phu Bui
Director of Trial Optimization, ActiveCampaign
Lead generation captures existing demand by getting high-intent prospects into the pipeline. Demand generation creates awareness and intent further upstream. Most B2B programs need both: demand gen builds the audience, lead gen converts it. Thrive connects both stages to pipeline outcomes.
Explore brand media
By connecting CRM data back to ad platforms. We track which campaigns, audiences, and creative actually produce qualified opportunities and closed revenue. Lead scoring models come from historical conversion data, so budget follows signals that correlate with won deals.
Explore analytics and attribution
It depends on your ICP, price point, and sales cycle. LinkedIn reaches professional audiences by role and seniority. Google captures active intent. Meta and programmatic build pipeline upstream. The right channel mix comes from your audience data and gets validated by incrementality testing.
Explore paid social
Directional signal on lead quality typically emerges within six to eight weeks. Pipeline impact depends on your sales cycle. A 90-day cycle means 90 days before closed-revenue data is available. Thrive tracks leading indicators so decisions don't have to wait for lagging revenue data.
See our process
Through direct integration with Salesforce, HubSpot, or your existing stack, blended with ad platform data in ThriveStack. This creates a single reporting view connecting impressions and clicks to pipeline stages and closed revenue.
Explore data engineering

Build a B2B lead generation program that measures what matters

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