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- Why attribution models like first-touch and last-touch are outdated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
- (06:48) - - Marketing IS Measurable
- (07:31) - - What Does Attribution Mean?
- (10:46) - - Do Search Ads Drive Incremental Sales?
- (12:03) - - How To Find Cause From Search > Impression > Click > Conversion
- (13:56) - - Google’s Conversion Lift
- (15:23) - - Do Social Ads Drive Incremental Sales?
- (16:49) - - Tracking Demo Bookings vs. LinkedIn Impressions
- (19:04) - - Do Emails Drive Incremental Sales?
- (21:34) - - Do Podcasts Drive Incremental Sales?
- (24:50) - - Do Billboards Drive Incremental Sales?
- (27:14) - - How Do You Measure Brand?
- (32:09) - - Why You Should Experiment to Understand Attribution
- (34:19) - - The Long Term Impact of Brand Equity
- (36:04) - - How to Measure the Impact of Videos and LinkedIn
- (37:17) - - Impressions vs Results
- (40:27) - - Impressions vs Demos
- (44:24) - - Wrap Up
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