Brandformance

In this episode, Tim Doyle makes the case that attribution systems create false precision and that the real job of marketing is moving people from one state to another. He talks through how Eucalyptus found early wins by spotting mispriced channels before anyone else, from long-form YouTube to outdoor to Grindr. He's also pretty skeptical of Meta's self-reported incrementality, and explains why this moment, more than any before it, rewards people who are good at ideas.About the guest:Tim Doyle is the CEO of Eucalyptus, the Australian health and wellness company behind brands including Juniper, Pilot, and Software, which was acquired by Hims & Hers in early 2026. He grew up in marketing before moving into the CEO role and brings an unusually hands-on perspective on measurement, creative strategy, and capital allocation. He is one of the few CEOs who can credibly hold both the marketing and finance conversation at once.

In this episode, we dig into how Patrick Moran thinks about growth marketing as a discipline rooted in unit economics, not just distribution. He shares how he approaches CAC, LTV, and incrementality as a shared language across marketing, product, and finance, why finding your anchor channel matters more than testing ten at once, and what it took for Netflix to rebuild its brand after Quickster. Along the way, Patrick reflects on the Yik Yak failure and what it taught him about the limits of marketing when product-market fit breaks down. About the guest:Patrick Moran is the VP of Marketing at SoFi, the personal finance company. Before SoFi, he held senior marketing and growth roles at Robinhood, Spotify, Netflix, and Yik Yak. He brings a distinctly financial lens to growth marketing, with a track record of building marketing organizations inside companies navigating major transitions.

In this episode, we dig into how Nicole Baer thinks about B2B marketing as an emotional discipline, not a rational one. She shares how she rebuilt Carta's brand through customer storytelling, why brand investment shouldn't be sacrificed for performance marketing, and how AI is reshaping Carta's go-to-market from sales call analysis to synthetic market research. Along the way, Nicole reflects on launching a product during the pandemic at Logitech, the philosophy of "specificity" she and Carta's CEO use to guide creative decisions, and what she'd do with unlimited budget and a full-bore OOH experiment.About the guest:Nicole Baer is the CMO at Carta, the ERP for private capital, where she leads brand, demand generation, content, and go-to-market. Before Carta, she held CMO and senior marketing roles at Logitech, Zendesk, and Aon Hewitt. She is known for her belief that B2B marketing is just as emotional as consumer marketing and for building brand strategies that earn affinity rather than just attention.

In this Brandformance Office Hours episode, we dig into why clicks don't always turn into pipeline and what B2B marketers should actually be optimizing for. Rex walks through how to feed the right conversion signals back to ad platforms, why proxy metrics matter early on, and how to earn more budget by proving out cost per MQL before moving down funnel. We cover channel selection — why Google search is a no-brainer most B2B companies skip, why Meta is wildly misunderstood, and when Bing actually makes sense — plus the case for leaning into AI bidding instead of fighting it, why creative diversity is now table stakes, and where incrementality and AI search ads are headed in 2026.About the guest:Rex is the founder of Summit Chase, a paid media agency, and previously led paid media at HubSpot for over a decade. He also advises companies on paid media strategy. His work focuses on helping B2B teams move beyond vanity metrics and build paid programs that actually drive pipeline.

In this episode, we dig into how the brain actually processes marketing and why most “attention” metrics fail to capture what really drives behavior. We talk about the difference between being seen and being remembered, why subconscious decision-making matters more than post-purchase rationalizations, and how brands build long-term relevance by encoding meaning into memory. Along the way, we unpack why personalization isn’t the same as connection, what marketers get wrong about measurement, and how neuroscience can help teams design creative that doesn’t just perform, but sticks.About the guest:Pranav Yadav is the founder and CEO of Neuro-Insight, a neuromarketing research company focused on measuring subconscious response to advertising and brand experiences. His work sits at the intersection of neuroscience, culture, and behavior, helping marketers understand how people form emotional associations, encode memory, and make decisions long before they can explain them. 

In this live Brandformance Office Hours episode, Matt Hammel digs into what “teach first, sell second” actually looks like in practice and why education has become one of the most effective growth levers in modern go to market. He breaks down how AirOps uses clear value exchange, genuinely useful content, and systematic reuse to build trust in crowded markets, then connects that approach to how AI search is changing discovery. Along the way, we cover information gain content, why freshness now matters more than volume, when to refresh or prune old posts, and why the teams winning in AEO and GEO are pairing technical systems thinking with real marketing taste.About the guest:Matt Hammel is the co-founder and CEO of AirOps, an end to end platform helping teams win in AI search. He is also a well-known LinkedIn creator with a clear voice on what is changing in SEO, AEO, and content operations. At AirOps, Matt has helped shape a teach-first growth model built around expert led webinars, AirOps University, and first party research, all designed to help marketers stay ahead as organic discovery continues to change.

In this episode, we dig into how LinkedIn creators shape perception, trust, and buying behavior in B2B — and why one-off influencer posts rarely work. We talk about LinkedIn as the modern “water cooler,” how creator credibility can shorten sales cycles, and why repetition across formats matters more than reach. Along the way, we unpack what brands get wrong about creator marketing, how the algorithm actually affects outcomes, and why the best campaigns change how a category is talked about, not just how a product is promoted.About the guest:Aneesh Lal is the founder and CEO of the Wishly Group, an agency representing some of the most trusted B2B creators on LinkedIn. With a background in media sales at companies like Coca-Cola and Pinterest, Aneesh brings an operator’s perspective on what works in practice. As the “Jerry Maguire of LinkedIn,” he’s built Wishly by focusing on trust, credibility, and long-term partnerships over hype.

In this episode, we tackle one of the biggest challenges facing marketers today: how do you break through when people no longer trust what brands are saying? We dig into why traditional marketing feels hollow to many audiences, how expectations for authenticity and relevance have evolved — and what it really takes to rebuild trust, long-term. Expect real talk about balancing data-driven campaigns with human-first storytelling, shifting from “selling” to “serving,” and how to adapt when attention is scarce but scrutiny is high.About the guest:Carolyn Pollock is the former CMO of Tailored Brands, where she helped guide a set of legacy retail brands through major shifts in the market. She has a grounded, practical view of what marketing looks like when things get messy, and she’s honest about what it actually takes to earn trust. Carolyn brings a clear eye, a steady hand, and a lot of lived experience to this conversation.

On this episode of Brandformance, Pranav digs into the real work behind UserEvidence’s first Highline conference — a 100-person, invite-only B2B event in Jackson, Wyoming. Mark walks through how he evaluated third-party events, built conviction for running their own, pitched it internally, set hard attendee criteria, and designed an experience-first format that included wildlife tours, rafting, and a mountain-top content day. He shares the decisions, tradeoffs, and logistics that turned a risky idea into a major pipeline-generating moment for UserEvidence.About the guest:Mark Huber is the VP of Marketing at UserEvidence. His unusual path through consulting and multiple marketing functions gives him a holistic view of how teams operate and why they can break. Mark’s curiosity, breadth of experience, and willingness to take smart swings (like Highline) shape the way he builds brand, community, and pipeline. 

In this episode of Brandformance, Paramark CEO Pranav Piyush sits down with Sylvia LePoidevin, a B2B SaaS marketing leader who helped scale two startups from the ground up into multi billion dollar businesses. Sylvia shares what she has learned about building a brand that people remember well before they ever enter a buying cycle.She explains why relying on polished, helpful content is no longer enough in the age of AI, how personality and lived experience create real differentiation, and why brands that take risks with creativity will win trust faster.What you’ll take away:The “unfiltered” version of building the first marketing muscle at a startup.How to align your messaging and GTM so your brand becomes the asset, not just the logo.Why remembering your buyer when they’re not buying matters as much as when they are.How to inject grit, honest storytelling and purpose into a category crowded with safe choices.About the guest:Sylvia LePoidevin is a B2B marketing leader recognized by Pavilion as one of the Top 50 CMOs to Watch in 2025. She writes often about brand, go to market strategy, and buyer centric creativity on LinkedIn, where she has built a strong community around sharing real insights from the field.