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• Why attribution models like first-touch and last-touch are outdated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
• (06:22) - - Marketing IS Measurable
• (07:05) - - What Does Attribution Mean?
• (10:20) - - Do Search Ads Drive Incremental Sales?
• (11:37) - - How To Find Cause From Search > Impression > Click > Conversion
• (13:30) - - Google’s Conversion Lift
• (14:57) - - Do Social Ads Drive Incremental Sales?
• (16:23) - - Tracking Demo Bookings vs. LinkedIn Impressions
• (18:38) - - Do Emails Drive Incremental Sales?
• (21:08) - - Do Podcasts Drive Incremental Sales?
• (23:19) - - Do Billboards Drive Incremental Sales?
• (25:43) - - How Do You Measure Brand?
• (30:38) - - Why You Should Experiment to Understand Attribution
• (32:48) - - The Long Term Impact of Brand Equity
• (34:33) - - How to Measure the Impact of Videos and LinkedIn
• (35:46) - - Impressions vs Results
• (38:56) - - Impressions vs Demos
• (42:53) - - Wrap Up

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