AuthorsAll authorsCam Thompson

Cam Thompson

Search & Paid | Apollo.io Insights

Cameron Thompson leads paid acquisition at Apollo.io, where he’s focused on scaling B2B growth through paid search, social, and performance marketing. With past roles at Novo, Greenlight, and Kabbage, he’s been in the trenches building growth engines that actually drive results. Outside the ad platforms, you’ll find him geeking out over conversion rates, Atlanta eats, and dad jokes.

Insights

General

The Ultimate Guide to Go-to-Market Strategy Frameworks

Go-to-Market Strategy Guide: The Complete 2025 Framework for Success

B2B

B2B Marketing Metrics That Actually Drive Growth

Discover the most important B2B marketing KPIs and how to measure success in your campaigns.

Marketing

MQL vs SQL: Defining, Aligning, and Optimizing Leads

Learn how to define and optimize MQL and SQL criteria to align marketing and sales, improve handoffs, and accelerate revenue. Apollo helps automate qualification with real-time signals.

Marketing

How to Build a Lead Generation Campaign That Converts

Plan, launch, and scale high-performing B2B lead gen campaigns using Apollo’s targeting, sequencing, and analytics. Learn formats, metrics, and advanced tactics that work.

Sales

Free Lead Gen That Doesn’t Suck: 15 Strategies That Work

Explore 15 strategic ways to generate high-quality leads without ad spend—covering content, community, social, events, and more. Learn how to activate these sources and turn them into revenue with Apollo.io.

Marketing

B2B Email Marketing That Converts: Strategy & Campaigns

Learn how to create high-performing B2B email campaigns using segmentation, personalization, and automation. This guide covers strategy, best practices, campaign types, and how Apollo helps teams convert faster.

B2B

Making B2B Software Integration Work Across Your Stack

Most software connections fail because teams skip critical steps. Here's exactly what successful companies do differently when connecting their business systems.

Marketing

B2B Content Marketing That Actually Drives Pipeline

Stop creating random blog posts nobody reads. Learn what content actually influences purchase decisions and how to measure its impact on revenue instead of pageviews.

Marketing

Customer Engagement Metrics That Actually Drive Revenue

Don’t track noise—track what moves revenue. This guide shows the engagement metrics top GTM teams use to boost retention, expansion, and growth.

B2B

Sender Reputation: How to Hit the Inbox (Not Spam) in B2B Sales

Your cold emails are only as good as your deliverability. Learn how sender reputation works, how to protect it, and how Apollo helps you stay inbox-first.

B2B

How to Generate and Convert Email Marketing Leads in 2025

Learn how to build a compliant, high-converting email list that drives real pipeline—not just vanity metrics.

Data

B2B Marketing: The Complete Guide to Strategy & Execution

B2B Marketing That Delivers – Strategies, campaign ideas, and expert tactics to generate and nurture high-value leads.

Data

How to Find Hiring Manager Email: A Complete Guide for 2025

Ethical, effective ways to find hiring manager emails. Learn where to look, how to verify, and how to personalize outreach that gets replies.

Sales

What is OTE Meaning? On-Target Earnings Explained for Sales Professionals

OTE (On-Target Earnings) combines base salary and variable pay. Learn how to interpret OTE offers, calculate real earning potential, and avoid common pitfalls.

Sales

What is OTE Salary? Complete Guide to On-Target Earnings in 2025

The ultimate 2025 guide to OTE salary structures, benchmarks, and negotiations. Includes real-world data, calculation formulas, and strategies to maximize earnings.

Companies

What is a Cross Functional Team? Complete Guide to Building High-Performance Teams

Discover what cross functional teams are, why they drive better outcomes, and how to build them effectively. Includes templates, metrics, and leadership tips.

Sales

Sales Sheet Template: The Complete Guide to Converting One-Page Sales Tools

Convert prospects with one‑page sales sheet templates—includes industry examples, CRM integration guidance, and optimization tips.

Sales

What is the Sales Acceleration Formula? A Complete Implementation Guide

The Sales Acceleration Formula blends data‑based hiring, process standardization, and integrated tech—to drive faster deal cycles and predictable revenue.

Data

What Is Inbound Marketing Software? Features, Benefits, ROI

Inbound marketing software attracts and converts prospects through valuable content and personalized experiences. It unifies automation, CRM, and analytics. Apollo provides comprehensive inbound tools.

Sales

How Do You Run Successful Sales Meetings?

Sales meetings are structured interactions that advance deals through strategic preparation, execution, and follow-up. Apollo provides meeting tools and ROI tracking.

Sales

What Is Lead Generation Free? Zero-Budget Playbook for 2025

Free lead generation acquires prospects without upfront costs using organic content and relationship-building. Get 61% lower cost-per-lead with Apollo's strategies.

Sales

What Is the Best Sales Prospecting Software With Phone Numbers?

Apollo leads with 275M verified contacts, 75-85% accuracy rates, and integrated AI dialing. Compare regional benchmarks and waterfall enrichment features.

Sales

Inbound Sales vs Outbound Sales: A Complete Guide to B2B Sales Strategies

61% of B2B buyers prefer rep-free experiences, yet hybrid sales models combining inbound and outbound approaches deliver the highest ROI for most companies.

Sales

The Difference Between Inbound and Outbound Sales: A Data-Driven Blueprint for 2025

Inbound sales attracts interested prospects while outbound proactively reaches cold leads. Learn how combining both methodologies with AI tools boosts quota attainment by 3.7x in 2025.

Sales

What Is Channel Partner Marketing Strategy? Framework, ROI, Tools

Channel partner marketing strategy leverages third-party relationships to expand reach and build credibility. It involves collaborative frameworks and shared goals. Apollo enables partner coordination.

Sales

What Is Consulting Sales? Strategies, Process, Best Practices

Consulting sales transforms salespeople into trusted advisors who diagnose problems before prescribing solutions. It builds relationships through discovery. Apollo enables consultative selling at scale.

Sales

What Is Corporate Sales? Strategies, Skills, and Success Tactics

Corporate sales is selling to large organizations through relationship-based processes with complex buyer committees. Apollo provides unified sales platforms for corporate success.

Sales

How to Get Into High-Ticket Sales? Strategies, Skills, Salary

High-ticket sales involves selling products worth $100K+ with extended cycles and multiple stakeholders. It requires consultative skills and business acumen. Apollo provides tools for prospecting.

Sales

What Is A Sales Motion? AI-Powered Strategies, Tools, ROI | Apollo

A sales motion is a systematic approach to convert prospects into customers using AI, automation, and human touchpoints. Apollo provides unified sales motion platforms.

Data

Dialer Software for Inbound Call Center: Complete Guide to Optimization and ROI

Inbound dialer software reduces handling time by 30% through AI routing and CRM integration. Achieve 25-40% better resolution rates with Apollo's guide.

Sales

Cloud Power Dialer: The Complete Guide to Cloud-Based Sales Dialing

Cloud power dialers boost calling efficiency by 300-400% through automation and parallel dialing. Learn how VoIP technology and AI features transform sales productivity.

Sales

Hosted Power Dialer: The Complete Guide to Cloud-Based Sales Calling

A hosted power dialer is a cloud-based system that automates outbound calling, connecting reps only to answered calls while eliminating hardware costs.

Sales

Who Is A VP of Sales? Roles, Skills, Strategic Leadership

A VP of Sales is a senior executive who leads strategic revenue operations, team development, and data-driven sales processes. Apollo helps VPs optimize performance with unified platforms.

Sales

What Is a Sales Consultant? Definition, Role, and Impact on Modern B2B Sales

A sales consultant is a strategic advisor who facilitates buyer consensus and guides complex B2B decisions. They combine industry expertise with AI tools. Apollo provides consultants with prospect intelligence.

Sales

Why Sales Remains the Engine of Business Growth in 2025

Sales drives business growth by building customer relationships and converting prospects into revenue. Modern teams use AI-powered tools and data-driven approaches. Apollo provides unified sales platforms.