Engagement and Insights in B2B Marketing

#239: Measurement | In this Exit Five live session, Dave sits down with Pranav Piyush, Co-Founder & CEO of Paramark (ex-PayPal, Dropbox, Adobe, BILL), to talk about the future of B2B marketing measurement.

Spoiler alert: it’s not clicks.

They break down why the old way of doing attribution doesn’t cut it anymore and why leading B2B teams are shifting toward incrementality, experimentation, and marketing mix modeling.

Dave and Pranav also cover:

• The gaps in the old way of doing attribution
• What the best B2B marketing teams are doing now for attribution
• The key questions CMOs face from boards and execs about measurement
• Three things you can do this quarter to improve your measurement

Timestamps

• (00:00) - – Intro to Pranav
• (04:08) - – The Purple Cow mindset: why differentiation matters more than ever
• (05:48) - – Pranav’s background (PayPal, Dropbox, Adobe, BILL → Paramark)
• (06:53) - – “Measurement is Robin. Creative is Batman.”
• (08:08) - – Why click/touch attribution is flawed and misleading
• (11:38) - – The 95/5 rule: most of your audience isn’t in-market…yet
• (14:23) - – How top brands (Asana, DoorDash, P&G) measure beyond attribution
• (15:48) - – What is incrementality and why it’s more useful than attribution
• (18:08) - – Why revenue isn’t always the right KPI - especially in long sales cycles
• (20:08) - – Intro to marketing mix modeling (MMM) and how it works
• (22:08) - – Visualizing baseline vs. incremental impact on pipeline
• (23:23) - – Geo testing: how to prove a channel’s impact without attribution tools
• (25:23) - – The branded search trap: why you should test turning it off
• (29:05) - – Even Meta, Google, LinkedIn admit attribution is flawed
• (29:50) - – How to measure untrackable stuff (organic, content, social)
• (33:20) - – Why “credit” kills performance
• (35:10) - – Measurement for startups
• (38:05) - – What to do if all you track is closed-won revenue
• (39:50) - – Why attribution software is overkill under $100K in spend
• (41:05) - – Should you ask “How did you hear about us?”
• (43:50) - – How to carve out budget for channel testing
• (46:30) - – Don’t skip audience research
• (49:50) - – Creativity is still your #1 growth lever (measurement just supports it)
• (51:20) - – Wrap-up and final takeaways

Join 50,0000 people who get our Exit Five Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Today's episode is brought to you by Knak.

Email (in my humble opinion) is the still the greatest marketing channel of all-time.

It’s the only way you can truly “own” your audience.

But when it comes to building the emails - if you’ve ever tried building an email in an enterprise marketing automation platform, you know how painful it can be. Templates are too rigid, editing code can break things and the whole process just takes forever. 

That’s why we love Knak here at Exit Five. Knak a no-code email platform that makes it easy to create on-brand, high-performing emails - without the bottlenecks.

• Frustrated by clunky email builders? You need Knak.
• Tired of ‘hoping’ the email you sent looks good across all devices? Just test in Knak first.
• Big team making it hard to collaborate and get approvals? Definitely Knak.

And the best part? Everything takes a fraction of the time.

See Knak in action at knak.com/exit-five. Or just let them know you heard about Knak on 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