Pranav Piyush

Paramark.com

Before starting Paramark, I spent the last decade leading growth and marketing teams at fast-growing companies like Dropbox, Pilot, Magento, and BILL.

During that period, we evaluated hundreds of martech tools and, for the most part, were sorely disappointed. Here's why. We found few solutions that could handle the needs of fast-growing marketing teams. They were either incomplete, hard to use, or claiming things that were just flat-out wrong!

This trend is especially true for marketing analytics. Synthesizing and analyzing marketing data to understand effectiveness should be a solved problem. After speaking to hundreds of marketing leaders at some of the fastest growing companies, I was honestly surprised that the truth is far from it. Understanding and communicating the return on marketing investment continues to be one of the top challenges for marketers.

That's why we decided to build Paramark. Our goal is to help fast-growing marketing teams measure and forecast the impact of their investments, unlocking sustainable growth.

Co-Founder & CEO

Reforge

I teach the marketing measurement course - incrementality, attribution, experimentation, and forecasting.

Course Instructor

BILL

Product and Customer marketing.
VP Marketing for Invoice2go (acquired by BILL in Sep 2021).

VP, Marketing

Pilot.com

Head of Growth

Magento, an Adobe Company

Launched new products. Grew marketing's impact.

Senior Director, Head of Growth

Dropbox

Led several growth initiatives for Dropbox Business and Teams.

Senior Product Manager, Dropbox Business

Padlet

Co-founded Padlet.com, grew it to >700k users globally, and raised seed money from YC, IK12, and others.

Co-Founder

PayPal

Manager, Corporate Strategy

a-connect

Management Consultant

Nineo.com

Co-Founder, Product

I help CMOs make the most of their marketing mix. Measurement, experimentation, and forecasting for fast-growing marketing teams.

Prior to this, I've led growth marketing, product marketing, and customer marketing teams at mid-sized and public companies.

I transitioned into marketing after spending time in Product Management, Strategy, and Consulting roles across the US, Europe, and Asia.

Marketers, want to get a leg up in your career? 👀

In partnership with Reforge, I'll be teaching a course on all things Marketing Measurement - incrementality, attribution, experimentation, and forecasting.

https://lnkd.in/gFRxcKnd

📆 May 20th to May 27th. 

You'll learn how the best marketing teams measure the effectiveness and efficiency of their investments.

❤️ The best part? 100% of my proceeds will go directly to Girls Who Code. As a dad of two young girls, this brings together two of my favorite things! ❤️

DM me if you need a link to sign up or just search Google for Reforge Marketing Measurement. 

I assure you that this will elevate you to the top 1% of marketers in your domain! 💪

P.S. As a bonus, you'll get lifetime access to me over email/phone 📞. Happy to help as you navigate questions around this topic. 

P.P.S. Even if you don't care for this, help me by reposting, liking, and sharing this to maximize the amount we donate to Girls Who Code!!!

Marketing measurement that CFOs & CMOs trust

How important is Marketing Measurement in a marketer's career?

Closing the week with another verbal commit from a pre-IPO CMO for a paid pilot with Paramark.

I'm not going to lie. 

Sales is the hardest thing I've had to do in my career. I've definitely gotten better in the last 7 months since coming out of stealth. 

There are some tools that make it easy and, today, I want to recognize them.

1. Common Paper  - the legal templates make it super easy for me to get something to customers fast.

2. Dock - the proposals, onboarding checklists, and analytics are to die for. Can't imagine living without it.

3. Scratchpad - the must have UI on top of Salesforce and the call recordings. Brilliant.

4. Superhuman- the best email client for sales, ever.

Not sure it would have been possible to get our first 15 Mid-Market / Enterprise pilots/customers without these tools since launching in September '23. Time to put the pedal to the metal. Let's go 🚀 !

We're leveling up today! 🚀 
 
 
We started Paramark to support CMOs and CFOs with confident decision making about where to invest their marketing dollars. 
 
Since starting, we've engaged with thousands of marketers, analytics, and finance professionals who have confirmed the urgent need for our solution. 
 
Today is an important milestone as we start to scale up: 
 
1️⃣ Our website does a much better job to communicate how Paramark helps CMOs and CFOs with marketing measurement! 
 
2️⃣ Customers now have new monthly billing option if you are early in your journey with advanced measurement.  
 
3️⃣ We've added a new virtual team member. Say hello to Athena, Paramark's emblem of strength, wisdom, and empowerment, named after the Goddess of Wisdom herself. 
 
Thank you to our customers, team, and advisors for making this happen. 🙏 
 
P.S. There are THREE more things launching next week, so stay tuned for even more goodness coming your way!

How significant is reaching a milestone in business?

What do I need to know about marketing measurement?

A senior technologist with hands-on experience in building, marketing, and growing SaaS products. Prior experience includes growth, product, strategy, operations, and entrepreneurship across US, Asia, and Europe.

Alex Boyd

Them: Paramark will never work! 🤔 
Us: Ok, let's reason through this. 
 
Over the course of the last 12 months, we've heard the following objections from several skeptics. Thought it'd be fun to unpack these. 
 
👉 Internal touch / self-reported attribution is good enough. 
 
⭐ This is true to some extent for small brands, spending only on bottom of funnel channels or only one or two awareness channels. The moment you go multi-channel and increase spend, these tools are going to lead you to waste tons of money. 
 
Then, it's a must to run incrementality tests (causal evidence) and start preparing for marketing mix modeling (correlation). 
 
👉 There's no burning need for this category. 
 
⭐  Ask your CMO and CFO whether they understand the effectiveness and efficiency of your marketing spend. Heck, ask them how confident they are about hitting their marketing goals next quarter and watch the dysfunction. This is not about creating friction in the C Suite. It's about aligning your entire leadership on what works, what doesn't, and enable trustworthy experimentation and forecasting. 
 
👉 People will build this in house. 
 
⭐ For sure. If you can hire a data scientist, marketing analyst, and enable them with growth engineering resources to build this in-house, power to you. This is a 1 year build + headcount cost of 500k+. Not sure there's freedom at most companies to invest this kind of money. The cost benefit analysis (compared to partnering with Paramark) doesn't make sense. 
 
👉 It's too hard to get all the data in one place. 
 
⭐ Nonsense. We've done this now for many  customers and have empirical proof that this is not a constraint. 
 
 
👉 Will people really believe what they see with this? 
 
⭐ I give our customers a lot of credit for being truly data driven, which means understanding the math, statistics, and ML behind our platform. What's the alternative for them? Believe the faulty and incomplete touch based attribution? Yeah, try telling a CMO that you should measure billboards, influencers, and YouTube by the amount of  last touch clicks they generate. 😂 
 
👉  You will end up doing lots of professional services to get customers up and running. 
 
⭐ Yes, we call this customer success. Every enterprise SaaS company does this to varying levels of quality. Our focus on customer success makes us more valuable, not less valuable. Of course, keeping this in mind, business model design is key and that's something we're focused on as well. 
 
👉 The category is too crowded. 
 
⭐  Yes, crowded with sub-par, mediocre, incomplete solutions. 
 
I welcome honest discussions and debates on this. Wdyt? Is touch based attribution good enough? Do you have a logical explanation for this?

I love celebrating our sales wins. 🚀 
Today is different. 

Nothing's better than getting a customer to the "aha moment" and delivering real tangible value. Improving confidence and predictability in marketing investments! 😇 

Just had one of these and it is 10x better than winning the deal.

Kudos to Pete Belknap and Hourann Bosci for making this happen. 👏 

$1M ARR founder who has mostly grown through sales/press/word of mouth : "How do I grow through marketing?" 

This is the question I got from an early stage founder (mostly word of mouth / founder led sales, and some press/promotional tactics, low ACV business, founder wants to explore paid marketing tactics).

Here's what I told them:

👉 Figure out your baseline (deals/month)

👉 Determine your theoretical budget (if you grow that baseline by X% and acceptable cost is $Y), total budget is $Z.

👉 Start experimenting with one channel at a time where you know your audience hangs out.

👉 Figure out the right message and creative. BTW, ads are a great/cheaper way of doing this than people think.

What would you tell this founder?

How can ads be used effectively for marketing?

What are some effective paid marketing tactics?

The greatest advantage you can have as a marketer is a focus on incrementality. 
 
Your customer centricity, creative execution, and communication skills won't help if your campaigns aren't bringing in incremental revenue to the business. 
 
Crack this, and watch your career take off like never before.

[XYZ] marketing is dead.

No it's not. We're seeing 100s of millions of dollars spent in both b2b and b2c marketing and all channels are alive and kicking. 

Google/Bing
OOH
Email
Influencer
TV / CTV
Meta / LinkedIn / TikTok
Direct Mail
Events
Sales Calls/Emails
Organic Social / SEO

Each business is unique and leverages those channels differently. Each business over or under spends in any given channel and that's where Paramark comes in. 

We right size the spending through both correlational analyses and causal experiments. 


How effective is influencer marketing in today's market?

How can TV and CTV advertising benefit my business?

Marketing Mix Modeling (MMM) is the OG of attribution. 🤓 

If you take a step back and think about the term, it's so elegant. A model that describes the impact your marketing mix is having on sales.

Some fun facts: 
👉  it's been around since the 70s.
👉  larger brands have known about and used this forever!
👉  it's finally accessible to smaller brands.

Had a lot of fun creating this video about it!

P.S. this isn't the end all be all to end all attribution debates but if you work in marketing and haven't read up the history, you're missing out.

GTM folks, here's what long-term thinking looks like. Don't MEASURE each individual marketing or sales activity in isolation.  😣

Day 0 - warm intro to a CMO
Day 1 - favorable response from CMO
Day 2 to Day 90 - no responses to 5 emails over 3 months
Day 91 - successful response, call scheduled
Day 100 - successful call, verbal for pilot
Day 100 - 180 - navigate complex buying process (30 emails, 10 meetings)
Day 200 - Paid pilot signed and kicked off

Throughout these 200 days, buyer(s) saw my LinkedIn posts, videos, and blog posts several times. 

Apportioning credit to each digital (sales or marketing) touch point in this deal is just a useless exercise. It adds no value to me, personally.

What's more important for me is to see how the changes in our sales/marketing tactics (more warm intros or more LinkedIn impressions or more SEO) impacts the overall trendline of new leads or deals. 

"Attribution is too hard"   
 
I'd be a billionaire if I had a dollar for every time this phrase is uttered loudly or in silent disappointment. 
 
The reality is that this couldn't be further from the truth. 
 
The martech industry has failed marketers by painting this picture and selling based on FUD (fear, uncertainty, and doubt). Or by selling something that just doesn't work and loses credibility quickly. 
 
Paramark is fixing this. It's marketing measurement on easy mode. 
 
When you understand the statistics +ML based approach, this stuff isn't hard. Not by a long shot. 
 
It seems hard because your teams don't have the time or the freedom to really study this stuff. 
 
We're launching something amazing soon that will make this more accessible for everyone.

My CEO doesn't believe in marketing. 
 
They believe more in partnerships / organic / building a great product. 
 
You may be misunderstanding your CEO. 
 
Here's why: 
 
Your CEO might have been burnt, in their past, by marketing that wasn't tied to business results. 
 
Your CEO hasn't been presented a plan that de-risks marketing spend but sees a $XM budget which she has to commit to in one go. 
 
Your CEO isn't seeing a clear marketing strategy / hypothesis driven process. 
 
So, figure out where your CEO lands on this spectrum and solve the "lack of trust in marketing" problem from there. 
 
Level with them. 
 
Now, there are always CEOs who totally gave up on marketing. If that's the case, you should really run. But since they hired you, it's probably not as dire as that... they want to be taken to the promised land. Someone has to show them the way.

Why is trust in marketing important for a business?

What are some best practices for creating a successful marketing strategy?

How can partnerships be leveraged to grow a business?

My marketing ops friends are not going to like hearing this one! 😂 

And yes, Steve Jobs is totally going to be rolling in his grave if he hears about UTMs.

You: our click attribution works! 😎
Major ad platforms: err... not really! 😂

🧠 The availability bias in psychology describes how people often base decisions on information that is easily remembered, mistakenly believing it to be more representative of reality. 

I'm sorry to inform you that's what's happening with your attribution data. 😔

Just because your CRM / attribution software is EASILY able to show you some touches and clicks, it doesn't make that data right. ❗️

Don't believe me? See what Google, Meta, LinkedIn, Amazon, and Nielsen have to say about it. 👀

What do you think about the stats / statements in these quotes? 

What is the availability bias in psychology?

What do major ad platforms have to say about attribution data?

How does click attribution data relate to the availability bias?

Ad giants & Clicks

Everyone loves to dunk on Meta, Google, LinkedIn, etc. 🙄 
 
Yet here we are. Posting daily. Interacting with others daily. Seeing and engaging with ads daily.  
 
You'll never hear people admit it because it's so subconscious but it happens! :) 
 
These tools have had a more positive impact on business than negative. 
 
Yes, they don't get everything right. Does any company? 
 
But, they also enable a ton of small and large businesses to start, survive, and thrive. 
 
Also, I'm super surprised when marketers who are supposed to know the ins and outs of these platforms, have no clue. 
 
Haven't tried things like CAPI, native Conversion Lift testing, latest ML / AI advances on their ad platforms. Haven't seen or adopted the research from these giants around incrementality and measurement. 
 
I guess it's ok to complain, but please also remember that a lot of our work lives depend on these platforms and we should be thankful too!

What are the current updates on LinkedIn?

Can you share the latest news about Google?

What are the recent developments related to Meta?

Do colors matter in marketing? 🎨 


At Paramark, we think they do. Just like names, colors aren't something you should leave to chance. 

They're not just for looks; they're the soul of a brand! And, they can make or break your campaign effectiveness.

Picking the perfect palette isn't just about what catches the eye—it's about telling your story right. 

🌈 Here's a brief glimpse of the fun world of color psychology and how it amps up different brands.

What do you think? How much does your team think about color when you launch your marketing campaigns?

P.S. This is top of mind for us as we launch something new next week! Stay tuned! 😎

How important is brand identity in marketing?

What do I need to know about color psychology?

The sign of a GREAT (not good) investor?

You leave the meeting even more energized than you were before and with new ways of thinking about your business and the market.

What are the qualities of a great investor?

How can I make the most out of a meeting?

Let's play the blame game. 🎲 
 
 
If we missed our goals, it must be because... 
 
🎲 Email marketing is not personalized enough 
 
🎲 MOps isn't building quickly enough 
 
🎲 Demand generation spends too much 
 
🎲 Customer marketing not preventing churn 
 
🎲 Marketing research isn't providing actionable insights 
 
🎲 PMM isn't creating a compelling GTM plan 
 
🎲 Brand can't track any of their efforts 
 
OR we can STOP playing this blame game and focus on something that can unite teams and move the business forward. 📈 
 
--------------------------------------------- 
 
🧠 A "complete" model of your marketing efforts. From brand to performance, acquisition to retention, and everything in between. 
 
🧠  Accurate measurement powered by statistics and science. Not subjective heuristics. 
 
🧠  Actionable insights and recommendations on how to adjust your investments every quarter. 
 
THIS is the way. This is what's possible when you leverage tools like marketing mix modeling, incrementality testing, and statistical forecasting. 
 
🤝 Gain the trust back of your peers and leadership with quantitative, actionable insights and statistically supported recommendations.  
 
Lmk what tactics you use to bring your teams together. 👇

Podcasting friends. Send help!

Just finished recording 10 episodes. Excited about launching these soon....

But, something's bothering me.

Riverside has been nice but there's one thing that truly sucks.

It uploads content in the background. Takes a lot of bandwidth and the live session with the guest is often laggy which kills the momentum of the conversation some times.

Might be because of my internet or might be because of the guest's internet - always hard to tell.

Anyone have the same experience? Any recommendations? Is Zencastr better?

Taplio

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