Conversion optimization is an operating system (not a tactic)
CRO and growth teams should be cheerleaders for evidence-based decision making, experimentation and the judicious use of data in campaigns.
Alex Birkett works on growth and user acquisition at HubSpot. He's based in Austin, Texas, but is nomadic roughly half the time. He writes at alexbirkett.com.
What does online lead generation look like in 2019?
A good campaign uses optimized forms (the result of user testing), well-designed chatbots and a data processing strategy that provides useful insights.