Brandformance

David Fallarme, VP of Marketing at Owner.com, joins this week's episode of Brandformance with Pranav Piyush to break down how Owner.com built a brand and organic media machine to diversify away from paid social, and why it all started with a decision, not an attribution model. David joined Owner.com as a fractional advisor when the company was around 60 people. Today it has 700+ employees and...

Arthur Leopold, CEO and Co-founder of Agentio, joins this week’s episode of Brandformance with Pranav Piyush to break down why the world’s largest advertisers are moving away from traditional digital ads and going all-in on creator media. With half of all digital attention now focused on creator content, legacy marketing plans are becoming increasingly difficult to defend in the boardroom. In this...

Why do most A/B tests fail to produce any meaningful improvement—and what separates a useful experiment from another inconclusive result? In this episode of Brandformance, Pranav Piyush speaks with Casey Hill, CMO at Do What Works, about what thousands of real-world website experiments reveal about conversion rate optimization. They explore: Why most A/B test variants fail to move the needle The t...

How do you change what people think about an established brand—without throwing away everything that made it valuable? In this episode, Pranay Piyush sits down with Meiling Tan to unpack lessons from two very different brand challenges: helping Care.com evolve beyond childcare and building the Waymo brand when self-driving cars still sounded like science fiction. Meiling shares why the best brand...

Has performance marketing reached its limits? In this episode, Pranay Piyush sits down with Peter Sengenberger, who has spent more than 25 years in direct response, infomercials, consumer marketing, and B2B demand generation. Together they explore why today's best marketers are looking beyond digital channels to build long-term brand growth.

In this Office Hours episode, Pranay Piyush sits down with Raunak Kumar to discuss how he built incrementality testing and marketing measurement systems at companies like Stripe and Intercom. Together they cover: How to build an in-house incrementality program Choosing the right success metrics for MMM Why B2B marketing measurement is different from B2C Geo holdout experiments and what they reveal...

In this episode, Kristin Fracchia — Head of Marketing at Gamma, the AI presentation and website platform with nearly 100 million users — breaks down what it takes to run marketing inside a hypergrowth AI startup where the playbooks expire every quarter. She explains why an AI, product-led company still needs salespeople and human trust, how she staffs a ten-person team of generalists who each spik...

In this episode, Pranay Piyush and Sundar Swaminathan break down the most important concepts behind marketing mix modeling (MMM) and incrementality testing in plain English. They explain:  What baseline and incremental sales really mean   How control variables affect marketing models   Adstock, carryover, and why advertising has lasting effects   Saturation curves and diminishing returns   Bayesia...

In this episode, Tye DeGrange — founder and CEO of Round Barn Labs — makes the case that affiliate and partner marketing, done right, is a trust-building channel rather than the “bottom feeder” its reputation suggests. He explains why the modern trust gap creates an opening for authentic third-party partners, why affiliate is better understood as a multi-channel lever with 15+ partner types than a...

Can AI accurately predict marketing incrementality without running a randomized controlled trial? In this episode, Pranay Piyush and Sundar Swaminathan break down a new marketing science paper introducing Predicted Incrementality by Experimentation (PI) and discuss what it means for marketers, ad platforms, and measurement teams. They cover: How PI predicts incrementality using historical experime...

In this episode, Sheila Vashee — CMO of Figma and a former marketing leader at Dropbox, Opendoor and Ethos — breaks down how Figma turned its community into its most powerful marketing channel. She argues that great marketing comes down to three things: understanding your audience deeply, finding the channels that uniquely reach them, and building systems to optimize those channels. Sheila explain...

In this episode, Pranav Piyush sits down with Sam Allen, CEO of Iterable and former Chief Pipeline Officer at Salesforce, to discuss the evolving role of marketing leadership. They explore: Why CMOs often struggle in boardrooms The tension between short-term pipeline and long-term brand building What CEOs actually expect from marketing leaders How the best CEO-CMO relationships work Why marketing...

What if the biggest thing holding back your marketing team isn't budget, attribution, or data... What if it's your assumptions? In this episode, Pranav and Sundar  break down some of the most common myths in marketing measurement, experimentation, and attribution.

Meta's advertising platform has become one of the most sophisticated machine learning systems ever built. Yet most marketers still try to outsmart it. In this live Office Hours session, Andrew Faris (CEO of AJF Growth) joins Pranav Piyush to break down how modern Meta advertising actually works—and why many brands are wasting time on outdated tactics.

What if the metrics your company relies on every day… are giving you the wrong answers? In this episode, Pranav &  Sundar break down: Why Uber cut $35M in Meta spend The real meaning of incrementality Why CAC swings can mislead entire organizations How brand advertising actually works in saturated markets Why marketers obsess over dashboards that don’t matter And how AI is changing the future...

In this episode of Brandformance, Pranav sits down with Vineet Mehra, Chief Growth Officer at Chime, to break down one of marketing’s biggest false choices: brand vs. performance. Vineet explains why the best modern marketers are no longer choosing between storytelling and direct response. Instead, they are building integrated growth systems where brand, product, analytics, media, engineering, and...

In this episode, Samyutha Reddy shares what it was actually like to build messaging for a brand new category during the early days of generative AI at Jasper, including how the whole narrative had to change once ChatGPT showed up. She also gets into why press coverage has less to do with reporter relationships than most people think, why you can only really move the needle on one audience at a tim...

In this episode, we dig into how Daniel Brady applies machine learning and neuroscience to a problem most email marketers underestimate: not what to say, but who is actually ready to hear it. He shares how Orita helped a brand make more money by emailing 40% fewer people, why deliverability is a high-stakes risk channel and not a cheap one, and why personalization only moves the needle in the midd...

In this episode, Tim Doyle makes the case that attribution systems create false precision and that the real job of marketing is moving people from one state to another. He talks through how Eucalyptus found early wins by spotting mispriced channels before anyone else, from long-form YouTube to outdoor to Grindr. He's also pretty skeptical of Meta's self-reported incrementality, and expla...

In this episode, we dig into how Patrick Moran thinks about growth marketing as a discipline rooted in unit economics, not just distribution. He shares how he approaches CAC, LTV, and incrementality as a shared language across marketing, product, and finance, why finding your anchor channel matters more than testing ten at once, and what it took for Netflix to rebuild its brand after Quickster. Al...

In this episode, we dig into how Nicole Baer thinks about B2B marketing as an emotional discipline, not a rational one. She shares how she rebuilt Carta's brand through customer storytelling, why brand investment shouldn't be sacrificed for performance marketing, and how AI is reshaping Carta's go-to-market from sales call analysis to synthetic market research. Along the way, Nicole...

In this Brandformance Office Hours episode, we dig into why clicks don't always turn into pipeline and what B2B marketers should actually be optimizing for. Rex walks through how to feed the right conversion signals back to ad platforms, why proxy metrics matter early on, and how to earn more budget by proving out cost per MQL before moving down funnel. We cover channel selection — why Google...

In this episode, we dig into how the brain actually processes marketing and why most “attention” metrics fail to capture what really drives behavior. We talk about the difference between being seen and being remembered, why subconscious decision-making matters more than post-purchase rationalizations, and how brands build long-term relevance by encoding meaning into memory. Along the way, we unpac...

In this live Brandformance Office Hours episode, Matt Hammel digs into what “teach first, sell second” actually looks like in practice and why education has become one of the most effective growth levers in modern go to market. He breaks down how AirOps uses clear value exchange, genuinely useful content, and systematic reuse to build trust in crowded markets, then connects that approach to how AI...

In this episode, we dig into how LinkedIn creators shape perception, trust, and buying behavior in B2B — and why one-off influencer posts rarely work. We talk about LinkedIn as the modern “water cooler,” how creator credibility can shorten sales cycles, and why repetition across formats matters more than reach. Along the way, we unpack what brands get wrong about creator marketing, how the algorit...