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 He challenges outdated attribution models and emphasizes the need for modern measurement techniques.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.
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Measure Social Ads with Conversion Lift
Use Facebook's Conversion Lift tool to measure the incremental impact of social media ads.
This DIY tool helps prove the contribution of Facebook ads to business goals.
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Correlate LinkedIn and Demos
Correlate organic LinkedIn impressions with demo bookings to understand their relationship.
Plot both metrics on a spreadsheet and observe how changes in impressions affect bookings.
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Measure Email Impact with Holdout Groups
Use holdout groups in email campaigns to measure their incremental impact on conversions.
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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Why attribution models like first-touch and last-touch are outdated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
(07:29) - - Marketing IS Measurable
(08:12) - - What Does Attribution Mean?
(11:27) - - Do Search Ads Drive Incremental Sales?
(12:44) - - How To Find Cause From Search > Impression > Click > Conversion
(14:37) - - Google’s Conversion Lift
(16:04) - - Do Social Ads Drive Incremental Sales?
(17:30) - - Tracking Demo Bookings vs. LinkedIn Impressions
(19:45) - - Do Emails Drive Incremental Sales?
(22:15) - - Do Podcasts Drive Incremental Sales?
(24:36) - - Do Billboards Drive Incremental Sales?
(27:00) - - How Do You Measure Brand?
(31:55) - - Why You Should Experiment to Understand Attribution
(34:05) - - The Long Term Impact of Brand Equity
(35:50) - - How to Measure the Impact of Videos and LinkedIn
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