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• Why attribution models like first-touch and last-touch are outdated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
  


• (06:49 ) - - Marketing IS Measurable
  


• (07:32 ) - - What Does Attribution Mean?
  


• (10:47 ) - - Do Search Ads Drive Incremental Sales?
  


• (12:04 ) - - How To Find Cause From Search > Impression > Click > Conversion
  


• (13:57 ) - - Google’s Conversion Lift
  


• (15:24 ) - - Do Social Ads Drive Incremental Sales?
  


• (16:50 ) - - Tracking Demo Bookings vs. LinkedIn Impressions
  


• (19:05 ) - - Do Emails Drive Incremental Sales?
  


• (21:35 ) - - Do Podcasts Drive Incremental Sales?
  


• (24:26 ) - - Do Billboards Drive Incremental Sales?
  


• (26:50 ) - - How Do You Measure Brand?
  


• (31:45 ) - - Why You Should Experiment to Understand Attribution
  


• (33:55 ) - - The Long Term Impact of Brand Equity
  


• (35:40 ) - - How to Measure the Impact of Videos and LinkedIn
  


• (36:53 ) - - Impressions vs Results
  


• (40:03 ) - - Impressions vs Demos
  


• (44:00 ) - - Wrap Up

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