Exit Five Newsletter #145

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Hello and welcome to the Exit Five Weekly Newsletter - read by 37,000 B2B marketing professionals around the world. Exit Five is a membership site designed to help you build a successful career in B2B marketing. Join 5,000 other members at exitfive.com.

By the way - this email was designed in Knak which helps you create email and landing pages in minutes without having to write code. Learn more about Knak here.

📈 Master Marketing Measurement in 90 Minutes

Still debating attribution models? Battling for credit? Guessing where to invest your marketing budget?

Our friends at Paramark are launching a free Marketing Measurement 101 course for B2B marketers who are tired of debating attribution models and just want to know what's *actually* working.

You'll learn:

• How to track marketing’s true impact
• Why most attribution models fail – and how to fix them
• Where to invest your next dollar with confidence

Get on the waitlist now.

How to Measure Everything That Matters In Marketing

Your CEO and CFO don’t really care about attribution.

They want to know if what you’re doing is driving results and growing the business.
So how do you answer the question “what’s working in marketing?”

No one is thinking about this more than Pranav Piyush, Co-Founder & CEO at Paramark.

Instead of chasing attribution models, he advocates for measuring true incremental impact across every channel.

Here's his practical framework for measuring what everyone tells you can't be measured:

1. Search

People aren't searching because of Google - they're searching because something else inspired them to look up your product or solution. So the cause and effect relationship doesn't exist.

Real example: In 2011, eBay (a $50B company at the time) turned off ALL their paid advertising. The result? Nothing happened. The traffic simply shifted to their organic listings.

The solution: Instead of relying on traditional attribution models, use Google's Conversion Lift studies to measure the true incremental impact.

• Contact your Google rep
• Ask to run a Conversion Lift study on both your branded and non-branded search terms
• This will show you how many conversions would have happened without the ads versus with them
• The difference is your true incremental contribution

2. Social

Social media works more like TV than search - it's about influence rather than capturing intent. According to Meta's own research, "91% of people who could buy your product don't click on your ads."

The solution: Use Facebook's built-in Conversion Lift testing tools:

• Log into your Facebook Ads Manager
• Go to the "Experiments" tab
• Set up a test showing ads to one group but not another
• Compare the conversion rates between groups
• The difference is your true incremental impact

For LinkedIn, which offers fewer measurement tools:

• Plot your LinkedIn organic impressions weekly
• Plot your demo bookings for the same periods
• Look for correlation patterns when impressions rise

3. Email

The big question: If you stopped all email marketing tomorrow, what would happen to your business metrics?

The solution: Run holdout tests to find out:

• Use platforms like Customer.io that support experimentation
• For each campaign, hold back 10% of your audience
• Don't send emails to this control group
• Compare conversion metrics between those who received and didn't receive emails
• The difference shows the true incremental value of your email efforts

The real question isn't whether measurement is possible, but whether you have the courage to find out what's actually working.

So which channel are you going to measure differently now?

P.S. Pranav has secrets for measuring the impact of podcasts and billboards, too. Listen to his full talk from Drive in the Exit Five community.

P.P.S. Pranav is a member too. Since he joined, he’s commented 226 times. A masterclass in giving value to your ICP (rather than trying to sell to them).

🤑 How Does Your Salary Stack Up?

We put together a new report on what B2B marketers are earning right now, based on real data from over 1,000 marketers in the Exit Five community.

It’s meant to give you a clear, honest look at compensation across roles, company sizes, and regions.

What’s inside:

• Salary data across a range of B2B marketing roles
• Comparisons by team size and company stage
• Community-sourced insights about how compensation varies
• A straightforward guide to negotiating better offers, created with input from career coach Jacob Warwick

If you’re hiring, job searching, or thinking about your next move – this is for you.

Read the Report

🏢 OPEN ROLES

Who's hiring right now?

🔥 HOT JOB OF THE WEEK: Buddy Punch is hiring a Head of Marketing to help

take the reins, lead strategy, make the case for key marketing initiatives, and then execute and report on them. The ideal candidate has B2B SaaS marketing experience, is scrappy, and passionate about everything they do.

Interested? Apply here.

Other open roles on the Exit Five job board this week:

• Walnut is hiring a Senior Content and Brand Strategist
• Clearscope is hiring a Partnerships Marketing Manager
• Overjet is hiring a Head of Growth Marketing
• Ten Speed is hiring a Senior Designer
• ATSG is hiring a Manager, Content & Brand
• Overjet is hiring a Head of Product Marketing
• Neara is hiring a Demand Generation Manager
• Great Question is hiring a Senior Demand Generation Specialist
• EcoInteractive is hiring a Marketing Coordinator
• Baymard Institute is hiring a Product Marketing Manager

See all open roles

Have an open role and want to make sure the best B2B marketing talent sees it?

Just reply to this email and we'll send over more info on how you can post it on our job board + get it in front of 25k+ marketers.

Join us in Exit Five

Because no one goes to school for B2B marketing.

We have a private community + content site for marketing pros like you and me if you’re looking for a peer group and discussion forum to help you grow your career in B2B marketing.

Get feedback, campaign ideas, browse templates, videos, guides, get recommendations on agencies and vendors, find contractors and freelancers, vent about your boss, find new jobs and more.

We have a 7 day free trial so you can join 100% risk free.

Become A Member

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