#191: Drive | How To Measure Your Marketing Efforts with Pranav Piyush, Co-Founder & CEO of Paramark
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 outdatedHow 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 CEOTimestamps(00:00) - - Intro to Pranav (06:33) - - Marketing IS Measurable (07:16) - - What Does Attribution Mean? (10:31) - - Do Search Ads Drive Incremental Sales? (11:48) - - How To Find Cause From Search > Impression > Click > Conversion (13:41) - - Google’s Conversion Lift (15:08) - - Do Social Ads Drive Incremental Sales? (16:34) - - Tracking Demo Bookings vs. LinkedIn Impressions (18:49) - - Do Emails Drive Incremental Sales? (21:19) - - Do Podcasts Drive Incremental Sales? (23:37) - - Do Billboards Drive Incremental Sales? (26:01) - - How Do You Measure Brand? (30:56) - - Why You Should Experiment to Understand Attribution (33:06) - - The Long Term Impact of Brand Equity (34:51) - - How to Measure the Impact of Videos and LinkedIn (36:04) - - Impressions vs Results (39:14) - - Impressions vs Demos (43:11) - - Wrap Up Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Customer.io.You know that feeling when you open your inbox, and it’s just… noise? Bad marketing. Spam. Most companies are out here just talking at customers, not talking to them.Marketing messages should do more than just land in an inbox – they should create impact and drive real engagement.Customer.io helps companies send smarter, more personalized messages using first-party data. Their platform enables brands to reach customers at the right time, in the right place, on the right channel—whether that’s email, SMS, push notifications, or beyond.And the best part is that it’s all automated, so you’re not just blasting campaigns and hoping for the best. You’re running a machine that delivers real, human engagement at scale.7,000+ brands already trust Customer.io to make their marketing feel less like noise and more like connection. Join them by visiting Customer.io to get started. ***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