#130: Strategy | How to Measure Your B2B Marketing Efforts (With Pranav Piyush, CEO and Co-Founder of Paramark)

Dave is joined by Pranav Piyush, CEO and Co-Founder of Paramark. With 15 years of growth and marketing experience at companies like PayPal, Dropbox, Adobe, and BILL, Pranav is convinced that CMOs deserve better measurement solutions. That’s why he started Paramark, a tool to help Marketing leaders become more confident about how to invest their budget for maximum returns across all types of marketing—brand and performance, online and offline, paid and owned.They discuss things likeThe challenges of marketing measurementShort-term vs. long-term investmentsUTM tagsHow to understand the correlation between each marketing channel and pipelineMeasurement for Non-Direct Response InitiativesTimestamps(00:00) - - Intro to Pranav and Paramark (07:30) - - Marketing Measurement Challenges (13:19) - - Clicks and UTMs (17:17) - - How to think about Strategic Metrics (20:30) - - Being Data-Driven in your approach to growth (23:18) - - How to decipher marketing's impact (25:11) - - Experimentation and insights (32:50) - - Strategic forecasting (34:50) - - Short-Term Gains vs. Long-Term Investments (39:53) - - Measurement for Non-Direct Response Initiatives (43:01) - - Understanding the Relationship Between Marketing and Sales (45:32) - - Understanding the Impact of Super Bowl Ads (50:40) - - Exploring the Impact of Temu's Super Bowl Ad Send guest pitches and ideas to [email protected] the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Customer.io.You know that feeling when you open your inbox, and it’s just… noise? Bad marketing. Spam. Most companies are out here just talking at customers, not talking to them.Marketing messages should do more than just land in an inbox – they should create impact and drive real engagement.Customer.io helps companies send smarter, more personalized messages using first-party data. Their platform enables brands to reach customers at the right time, in the right place, on the right channel—whether that’s email, SMS, push notifications, or beyond.And the best part is that it’s all automated, so you’re not just blasting campaigns and hoping for the best. You’re running a machine that delivers real, human engagement at scale.7,000+ brands already trust Customer.io to make their marketing feel less like noise and more like connection. Join them by visiting Customer.io to get started. ***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