Demand by Omni Lab
The Demand Podcast is for B2B SaaS marketers & demand gen marketers looking for practical advice without the fluff. Join us as we interview leaders in marketing from around the world to gain a deeper understanding of how other B2B SaaS brands are creating and capturing demand.
Demand by Omni Lab
EP 49: How to Run an Incrementality Test with Pranav Piyush @ Paramark
Every marketer wants to have more confidence that the experiments they run have a causal impact on the business. In this episode of Demand, Jonathan Bland, Co-Founder of Omni Lab, sits down with Pranav Piyush, founder of Paramark, to cut through the noise around incrementality testing and get real about measuring marketing impact.
For B2B marketers tired of questionable attribution models and vanity metrics, this episode delivers actionable insights on:
- Why traditional attribution methods might be lying to you
- Who should be running incrementality test
- What an incrementality test is and how to run one
- Managing stakeholder expectations and how to communicate the results
Whether managing million-dollar budgets or trying to justify your next campaign, you'll learn how to move beyond surface-level metrics to prove real business impact.