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#130: Strategy | How to Measure Your B2B Marketing Efforts (With Pranav Piyush, CEO and Co-Founder of Paramark)
B2B Marketing with Dave Gerhardt
Analyzing Marketing Channels and Correlations with Business Outcomes
To understand the impact of marketing channels on business outcomes, map out the reach and impressions of each channel over the last 12-24 months to correlate them with changes in key metrics like demos. By identifying correlations between different channels and campaign efforts with demo volumes, you can pinpoint which channels are most impactful. Differentiate between correlation and causation to ensure accurate analysis by considering external factors that may influence outcomes. Moving beyond correlation to causation involves experimentation to establish direct relationships between marketing investments and business growth, leading to a deeper understanding of the true impact of marketing efforts beyond surface-level correlations.
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