Pranav Piyush

Pranav Piyush, CEO of Paramark, discusses marketing measurement challenges, short-term vs. long-term investments, UTM tags, correlation between marketing channels and pipelines, and measurement for non-direct response initiatives with Dave Gerhardt.

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 He challenges outdated attribution models and emphasizes the need for modern measurement techniques.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.

Pranav Piyush, Founder & CEO of Paramark, dives into transforming company narratives into actionable marketing campaigns. He highlights why many strategies stall in documents and the essential foundational frameworks needed for creativity. The conversation includes using AI for idea generation, mining sales calls for authentic hooks, and the crucial role of human judgment in refining marketing efforts. Pranav shares practical examples, emphasizing that success depends on a blend of strategy and creativity, with AI as a complementary tool.

Pranav Piyush, Founder and CEO of Paramark, shares insights from his platform that revolutionizes B2B ad testing. He reveals real results from seven ad campaigns, including branded search and billboards, challenging common misconceptions about testing. Pranav explains the crucial differences between correlation and causation and stresses the importance of structured experiments. He also discusses how small teams can strategically use a modest budget to enhance their marketing efforts and drive impressive ROI.

Pranav Piyush, Co-Founder and CEO at Paramark, delves into the pitfalls of multi-touch attribution, urging marketers to focus on genuine sales impact. He advocates for early-stage startups to prioritize simple geo-based testing over complex models, enabling intuitive experiments. Pranav emphasizes understanding customer motivations and highlights the significance of holdout tests and marketing mix modeling for effective strategies. As businesses grow, he suggests balancing intuition with structured analytics to transform marketing into a valuable investment.