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Why attribution models like first-touch and last-touch are outdated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

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

The Exit Five CMO Podcast (Hosted by Dave Gerhardt)