#191: Drive | How To Measure Your Marketing Efforts with Pranav Piyush, Co-Founder & CEO of Paramark

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 outdatedHow 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 CEOTimestamps(00:00) - - Intro to Pranav (05:14) - - Marketing IS Measurable (05:57) - - What Does Attribution Mean? (09:12) - - Do Search Ads Drive Incremental Sales? (10:29) - - How To Find Cause From Search > Impression > Click > Conversion (12:22) - - Google’s Conversion Lift (13:49) - - Do Social Ads Drive Incremental Sales? (15:15) - - Tracking Demo Bookings vs. LinkedIn Impressions (17:30) - - Do Emails Drive Incremental Sales? (20:00) - - Do Podcasts Drive Incremental Sales? (21:00) - - Do Billboards Drive Incremental Sales? (23:24) - - How Do You Measure Brand? (28:19) - - Why You Should Experiment to Understand Attribution (30:29) - - The Long Term Impact of Brand Equity (32:14) - - How to Measure the Impact of Videos and LinkedIn (33:27) - - Impressions vs Results (36:37) - - Impressions vs Demos (40:34) - - Wrap Up Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn how to build an ABM program that scales at vector.co/exitfive.Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more