Pranav Piyush, Co-Founder and CEO of Paramark, is a B2B marketing measurement guru, sharing invaluable insights at the Drive 2024 event. He challenges outdated attribution models and emphasizes the need for modern measurement techniques. Pranav discusses proving the incremental impact of various channels like search, social media, and podcasts. He also explores how to effectively showcase marketing’s value to CFOs and CEOs, the importance of data analysis, and the necessity of experimentation to decode brand equity and marketing effectiveness.
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insights INSIGHT
Attribution's True Meaning
Attribution's true meaning is cause and effect, focusing on whether marketing efforts cause business outcomes.
Common attribution models like first-touch and last-touch don't truly measure cause and effect.
volunteer_activism ADVICE
Focus on Incremental Growth
Reframe the conversation about marketing's impact by focusing on incremental growth.
Quantify organic demand, brand equity, and the contributions of marketing and sales.
volunteer_activism ADVICE
Measure Search Ads with Conversion Lift
Use conversion lift studies to measure the incremental impact of search ads.
This method quantifies the actual contribution of keywords and ads to business outcomes.
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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Why attribution models like first-touch and last-touch are outdated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
(06:22) - - Marketing IS Measurable
(07:05) - - What Does Attribution Mean?
(10:20) - - Do Search Ads Drive Incremental Sales?
(11:37) - - How To Find Cause From Search > Impression > Click > Conversion
(13:30) - - Google’s Conversion Lift
(14:57) - - Do Social Ads Drive Incremental Sales?
(16:23) - - Tracking Demo Bookings vs. LinkedIn Impressions
(18:38) - - Do Emails Drive Incremental Sales?
(21:08) - - Do Podcasts Drive Incremental Sales?
(23:43) - - Do Billboards Drive Incremental Sales?
(26:07) - - How Do You Measure Brand?
(31:02) - - Why You Should Experiment to Understand Attribution
(33:12) - - The Long Term Impact of Brand Equity
(34:57) - - How to Measure the Impact of Videos and LinkedIn
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The Exit Five CMO Podcast (Hosted by Dave Gerhardt)