Brandformance

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joins Pranav Piyush to break down how modern Meta advertising actually works—and why many brands are wasting time on outdated tactics.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...

In this episode, we tackle one of the biggest challenges facing marketers today: how do you break through when people no longer trust what brands are saying? We dig into why traditional marketing feels hollow to many audiences, how expectations for authenticity and relevance have evolved — and what it really takes to rebuild trust, long-term. Expect real talk about balancing data-driven campaigns...

On this episode of Brandformance, Pranav digs into the real work behind UserEvidence’s first Highline conference — a 100-person, invite-only B2B event in Jackson, Wyoming. Mark walks through how he evaluated third-party events, built conviction for running their own, pitched it internally, set hard attendee criteria, and designed an experience-first format that included wildlife tours, rafting, an...

In this episode of Brandformance, Paramark CEO Pranav Piyush sits down with Sylvia LePoidevin, a B2B SaaS marketing leader who helped scale two startups from the ground up into multi billion dollar businesses. Sylvia shares what she has learned about building a brand that people remember well before they ever enter a buying cycle. She explains why relying on polished, helpful content is no longer...

In this episode of Brandformance (formerly The Marketing Scientists), Gong’s Chief Evangelist Udi Ledergor breaks down what it takes to be a courageous marketer. He explains how a risk-taker mindset helped Gong supercharge its growth from startup to a brand trusted by half the Fortune 10. Ledergor pulls back the curtain on the strategy behind Gong’s first Super Bowl ad, the surprising reason women...

In this episode of The Marketing Scientists, TV and media buying powerhouse Tara Silha shares the essential building blocks for building a modern TV advertising strategy. She explains why TV still drives scale, trust and brand credibility in a way few other channels can match, and how blending linear and CTV can help you reach audiences you might be missing. Whether you’re considering TV for the f...

In this episode of The Marketing Scientists, LinkedIn Senior Director of Product Management Jae Oh challenges marketers to rethink how they measure ad performance. He explains why LinkedIn's new Conversion Lift Testing—which compares exposed and control groups—is more accurate than the traditional attribution used by many brands. Reporting conversion lift as high as 841%, Oh argues that every...

In this episode of The Marketing Scientists Podcast, Josh Grant, VP of Growth at Webflow, shares his winning formula for the art and science of growth. He explains how AI is leveling the playing field and making creativity a key differentiator, as brand provides significant leverage beyond what efficiency-focused experimentation alone can achieve. But he also advocates for data-driven strategies a...

In this episode of the Marketing Scientists Podcast, former Head of Growth at Grammarly, dives deep into his recipe for success with YouTube Ads. He explains how to decide if YouTube could be a winning platform for your brand, and how to build your strategy—from targeting to bidding and structuring. He also decodes platform-specific nuances like post-click optimization, and how to measure the true...