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Why attribution models like first-touch and last-touch are outdated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
(06:01) - - Marketing IS Measurable
(06:44) - - What Does Attribution Mean?
(09:59) - - Do Search Ads Drive Incremental Sales?
(11:16) - - How To Find Cause From Search > Impression > Click > Conversion
(13:09) - - Google’s Conversion Lift
(14:36) - - Do Social Ads Drive Incremental Sales?
(16:02) - - Tracking Demo Bookings vs. LinkedIn Impressions
(18:17) - - Do Emails Drive Incremental Sales?
(20:47) - - Do Podcasts Drive Incremental Sales?
(23:59) - - Do Billboards Drive Incremental Sales?
(26:23) - - How Do You Measure Brand?
(31:18) - - Why You Should Experiment to Understand Attribution
(33:28) - - The Long Term Impact of Brand Equity
(35:13) - - How to Measure the Impact of Videos and LinkedIn
(36:26) - - Impressions vs Results
(39:36) - - Impressions vs Demos
(43:33) - - Wrap Up

Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership

***

This episode of the Exit Five podcast is brought to you by our friends at Knak. Launching an email or landing page in your marketing automation platform shouldn't feel like assembling an airplane mid flight with no instructions, but too often that's exactly how it feels.

No more having to stop midway through your campaign to fix something simple. Knack lets you work with your entire team in real time and stops you from having to fix things mid flight. Check them out at knak.com/exit-five/

***

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

They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more

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

The Dave Gerhardt Show