#191: Drive | How To Measure Your Marketing Efforts with Pranav Piyush, Co-Founder & CEO of Paramark

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2M ago 48:47

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This episode is from Drive 2024, our first-ever in-person event for B2B marketers in Burlington, Vermont. Pranav Piyush, Co-Founder & CEO of Paramark, hosted a session on one of B2B's biggest challenges: measurement and attribution.

Pranav covers:

Why attribution models like first-touch and last-touch are outdated
How to prove the incremental impact of marketing channels, including search, social, email, podcasts, billboards, and brand.
How to present marketing's value to the CFO and CEO

Timestamps

(00:00) - - Intro to Pranav
(07:05) - - Marketing IS Measurable
(07:48) - - What Does Attribution Mean?
(11:03) - - Do Search Ads Drive Incremental Sales?
(12:20) - - How To Find Cause From Search > Impression > Click > Conversion
(14:13) - - Google’s Conversion Lift
(15:40) - - Do Social Ads Drive Incremental Sales?
(17:06) - - Tracking Demo Bookings vs. LinkedIn Impressions
(19:21) - - Do Emails Drive Incremental Sales?
(21:51) - - Do Podcasts Drive Incremental Sales?
(24:42) - - Do Billboards Drive Incremental Sales?
(27:06) - - How Do You Measure Brand?
(32:01) - - Why You Should Experiment to Understand Attribution
(34:11) - - The Long Term Impact of Brand Equity
(35:56) - - How to Measure the Impact of Videos and LinkedIn
(37:09) - - Impressions vs Results
(40:19) - - Impressions vs Demos
(44:16) - - Wrap Up

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***
This episode of the Exit Five podcast is brought to you by our friends at Paramark. You’ve heard it before – every B2B marketer’s top pain point is marketing attribution. It’s complicated, messy, and too often leads to fights with your CRO over whose lead deserves credit.

That’s where Paramark steps in. Their platform makes it simple to understand what’s driving results (and what isn’t) with tools like marketing mix modeling and incremental testing. No more relying on outdated click attribution or chasing UTM links. Instead, Paramark gives you actionable insights across channels, campaigns, and geographies to help you grow.

Paramark's founder & CEO Pranav has been in your shoes as a B2B marketer. He’s so passionate about solving this problem, he’s offering listeners a free brand assessment. Pranav will personally analyze your brand’s performance and share his insights—an opportunity you don’t want to miss.

Slots are limited, so act fast. Head to paramark.com/brand-consult to claim your spot. Trust us, this is worth your time.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

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