Turning customer objections into marketing messages

#285 Creative Strategy | In this episode, Dave is joined by Pranav Piyush, Founder & CEO of Paramark, a measurement platform helping B2B and B2C companies run smarter marketing experiments. Pranav is known for turning strategy documents into repeatable creative processes that generate campaigns, ads, and content tied directly to a company’s story.

Dave and Pranav cover:

• How to translate your company narrative into concrete marketing campaigns and creative hooks across channels
• Why creative output (not measurement) is the biggest bottleneck for most B2B marketing teams today
• The frameworks like category entry points, jobs-to-be-done, and behavioral psychology that help marketers spark fresh, testable campaign ideas month after month

You can expect a practical, example-filled conversation on turning strategy into execution and building a creative engine that never runs dry.

Timestamps

• (00:00) - – Intro and audience roll call
• (05:21) - – Why narratives often get stuck in a Google Doc
• (08:21) - – Foundational docs you need before creating campaigns
• (13:21) - – Category entry points and jobs-to-be-done explained
• (17:21) - – How to feed company inputs into AI tools
• (23:21) - – Generating ad campaign ideas with real examples
• (25:21) - – Using analogies (like basketball) to explain complex concepts
• (29:59) - – Where AI falls short (and why human judgment matters)
• (32:59) - – Mining sales call transcripts for campaign hooks
• (36:59) - – Turning customer objections into marketing messages
• (40:59) - – Repurposing podcasts, presentations, and blog posts into new formats
• (44:59) - – Systemizing idea generation for repeatable output
• (48:59) - – Closing thoughts and audience Q&A

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Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.  

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