Episode Details

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• Why attribution models like first-touch and last-touch are outdated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
• (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

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