#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 (06:47) - - Marketing IS Measurable (07:30) - - What Does Attribution Mean? (10:45) - - Do Search Ads Drive Incremental Sales? (12:02) - - How To Find Cause From Search > Impression > Click > Conversion (13:55) - - Google’s Conversion Lift (15:22) - - Do Social Ads Drive Incremental Sales? (16:48) - - Tracking Demo Bookings vs. LinkedIn Impressions (19:03) - - Do Emails Drive Incremental Sales? (21:33) - - Do Podcasts Drive Incremental Sales? (23:37) - - Do Billboards Drive Incremental Sales? (26:01) - - How Do You Measure Brand? (30:56) - - Why You Should Experiment to Understand Attribution (33:06) - - The Long Term Impact of Brand Equity (34:51) - - How to Measure the Impact of Videos and LinkedIn (36:04) - - Impressions vs Results (39:14) - - Impressions vs Demos (43:11) - - Wrap Up 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 Grammarly.Ever have one of those weeks where you spent more time replying to Slack and email than doing actual marketing work?You’re not alone. The average marketing team spends 28+ hours a week just keeping up with comms.That leads to burnout, frustration, and a whole lot of performative productivity that doesn’t actually move the needle.AI-fluent marketing teams are changing that. Grammarly’s 2025 Productivity Shift Report shows how they’re using AI to:– Cut down on back-and-forth– Automate content, research, and reporting– Eliminate busywork– Make space for strategyWe’re marketers because we love crafting campaigns, driving revenue, and proving impact – not spending all day buried in messages.Get the report and see how top teams are making AI actually useful.Visit go.grammarly.com/exitfive to grab it.***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