“People are realizing now, with the higher level of scrutiny that they're facing, that they really have to be able to show the impact of what they're working on. And it's not just for the sake of reporting and saying it, but also because they all want to have an impact,” says Pranav Piyush, Co-Founder and CEO of Paramark.

In this episode, Jonathan Gandolf and Pranav dive into the intricacies of B2B marketing, exploring the shift from traditional content syndication to innovative content discovery and distribution. They'll tackle the question of marketing accountability, discussing how to demonstrate impact in marketing strategies effectively and the evolution toward a more humane approach to marketing analytics. 

In this episode, you’ll learn:

1. Focus on deepening engagement with core users to leverage word of mouth and virality, rather than dispersing efforts thinly over multiple unproven channels
2. Transition beyond basic leads metrics by modeling business inputs and desired outputs to accurately measure marketing impacts on various scales
3. Utilize a simple scorecard method for monitoring correlation between marketing efforts and business outcomes, allowing for strategic resource allocation based on observable successes or diminishing returns

Resources:

• Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
• Check out The Juice HQ: https://www.thejuicehq.com/
• Connect with Pranav on LinkedIn: https://www.linkedin.com/in/pranavp/
• Check out Paramark: https://paramark.com/

Timestamps:

[05:36] A more humane approach to content syndication.

[06:31] Curate content, attract followers, and maintain engagement

[11:25] Marketing must demonstrate tangible impact for strategy

[14:50] Prioritize capital allocation for predictable marketing returns

[17:24] Analyzing returns in channels for business growth

[19:55] Track marketing activity in spreadsheet and analyze patterns