#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 (07:44) - - Marketing Measurement Challenges (13:33) - - Clicks and UTMs (17:31) - - How to think about Strategic Metrics (20:44) - - Being Data-Driven in your approach to growth (23:32) - - How to decipher marketing's impact (25:25) - - 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 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