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- Why attribution models like first-touch and last-touch are outdated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
- (06:58) - - Marketing IS Measurable
- (07:41) - - What Does Attribution Mean?
- (10:56) - - Do Search Ads Drive Incremental Sales?
- (12:13) - - How To Find Cause From Search > Impression > Click > Conversion
- (14:06) - - Google’s Conversion Lift
- (15:33) - - Do Social Ads Drive Incremental Sales?
- (16:59) - - Tracking Demo Bookings vs. LinkedIn Impressions
- (19:14) - - Do Emails Drive Incremental Sales?
- (21:44) - - Do Podcasts Drive Incremental Sales?
- (24:08) - - Do Billboards Drive Incremental Sales?
- (26:32) - - How Do You Measure Brand?
- (31:27) - - Why You Should Experiment to Understand Attribution
- (33:37) - - The Long Term Impact of Brand Equity
- (35:22) - - How to Measure the Impact of Videos and LinkedIn
- (36:35) - - Impressions vs Results
- (39:45) - - Impressions vs Demos
- (43:42) - - Wrap Up
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