After a few years in product marketing, I’m wondering how you balance being data-driven with staying creative in your campaigns. I see that both have it's advantages but sometimes it gets hard to decide which one to focus more on. What’s your process for deciding when to experiment versus sticking to proven approaches?

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It’s a dance for sure! I start with data to spot what’s working and where there’s room to grow, but I always carve out space for experiments with fresh ideas, especially when data shows stagnation. If something’s proven but not exciting, I tweak creative elements to keep campaigns alive. So I pretty much treat data as my safety net, and creativity as the rocket fuel.

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I think a lot of it depends on where you work and how much freedom you have to play around with your campaigns. I used to work at a startup and I had a lot of creative freedom. Now I work in corporate and everything has to be a lot more strict. I kind of miss my startup days, to be honest!

I'm not sure why it's even an issue of focusing on one or the other. Ideally they would work in tandem. There may be times when someone has a creative idea and you're burning to see how it performs, so you can go with that. But in most day to day circumstances there wouldn't be a need to focus more on one, that would be like the old analogy of choosing one blade of a scissors over another when they really need to work together.

The best way I can describe how we do it is by taking smaller creative steps that branch off from the proven approaches. We aren’t reinventing the wheel, just trying to make it a bit better every time.

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