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B2B Marketing with Dave Gerhardt
#191: Drive | How To Measure Your Marketing Efforts with Pranav Piyush, Co-Founder & CEO of Paramark
Nov 7, 2024
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 He challenges outdated attribution models and emphasizes the need for modern measurement techniques.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.
48:47
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Quick takeaways
- Effective marketing measurement enhances creativity and demonstrates business impact, enabling marketers to address leadership's performance inquiries confidently.
- Understanding true attribution involves focusing on how marketing efforts drive incremental growth rather than merely counting engagement touches across channels.
Deep dives
The Measurement Mindset
Measurement is crucial in marketing, and many marketers struggle to embrace it. It is emphasized that measurement should not overshadow creativity but instead serve as a tool to enhance creative efforts and demonstrate their impact on business outcomes. With the right approach, marketers can confidently address questions from the CFO or CEO regarding performance metrics. For instance, by properly defining what to measure, marketers can articulate how their initiatives directly contribute to growth, which is ultimately what leadership values.
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