Attributed - A podcast by Dreamdata

Katelyn Bourgoin: 5 Steps to Find Your Ownable Idea

AI has made it easier than ever to create content. It has also made it easier than ever for every company to sound exactly the same. Same claims. Same features. Same advice. Same AI-polished LinkedIn posts. So how do you become known for something your competitors can't simply copy? Katelyn Bourgoin joins us on Attributed to unpack her framework for finding your company's “ownable idea”, the strategic territory you can claim and become known for. Katelyn is a buyer psychology expert, entrepreneur, and founder of Unignorable. She's spent years studying why people buy, how companies earn attention, and what makes certain ideas stick. Her latest work focuses on helping experts and companies uncover the one idea they can genuinely own in their market. And she has developed a practical five-step framework for finding it: Aspiration → Problem → Lens → Revelation → Directive In this conversation, we'll explore: - Aspiration: How to uncover what your buyers really want beyond the obvious business outcome - Problem: How to identify the problem they're already motivated to solve - Lens: How your experience can reveal something about that problem your competitors don't see - Revelation: How to find the hidden truth that makes buyers see a familiar problem differently - Directive: How to turn that insight into a clear belief or action buyers can follow We'll also discuss why an ownable idea isn't simply a tagline or clever positioning statement, how to tell whether an idea is genuinely distinctive, and why finding the idea is only half the job, you then need to make it memorable, repeatable, and strongly associated with your brand. And in a B2B world increasingly filled with AI-generated, sound-alike content, we'll ask an important question: If everyone can create more content, is the real competitive advantage becoming known for one idea? Follow on Katelyn Bourgoin LinkedIn: https://www.linkedin.com/in/katebour/ Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

Clayton Pritchard: How Positioning Improves Every GTM Channel

Positioning shouldn't just make your website sound better. It should make your entire go-to-market motion perform better. Clayton Pritchard joins us on Attributed to unpack how strong positioning can improve performance across marketing and sales and why companies often waste time optimizing individual channels when the bigger problem is the story they're taking to market. Clayton is a product marketing and positioning expert, Owner and CEO at Olivine Marketing. Having worked across product marketing, growth, and GTM, he's seen what happens when positioning works and when messaging looks great on paper but falls apart the moment a salesperson has to actually use it. One of Clayton's arguments is that positioning acts as a multiplier across GTM. Improve the foundation, and you can improve everything built on top of it, from your website and paid campaigns to sales conversations and conversion. In this conversation, we'll explore: - How to tell when you have a positioning problem rather than a channel problem - Why positioning can improve performance across the entire GTM - Where Clayton's benchmark of a 20% lift across GTM comes from - Why good marketing copy doesn't always translate into messaging Sales can actually use - How Product Marketing and Sales can build and test positioning together - How to measure whether better positioning is actually impacting pipeline and revenue If you're spending more on marketing and sales but struggling to improve results, the answer might not be another channel, campaign, or tactic. It might be the positioning underneath all of them. Follow on Clayton Pritchard on LinkedIn: https://www.linkedin.com/in/claytonpritchard/ Follow Andrea Coloma on LinkedIn: https://www.linkedin.com/in/andrea-coloma/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

Lee Odden: What 400 B2B Marketers Say About Creator Marketing

Creator and influencer marketing continue to evolve, and AI is changing what success looks like. Join us as we sit down with Lee Odden, CEO of TopRank Marketing and a 20+ year pioneer in B2B content, influencer marketing, and search strategy, to unpack insights from TopRank Marketing's fifth annual B2B Influencer & Creator Marketing Research Report. Based on responses from more than 400 B2B marketers, the report reveals how leading organizations are approaching creator partnerships, where they're seeing the biggest opportunities, and what's holding others back. We'll cover: - The biggest findings from this year's survey and what they mean for B2B marketers - How creator and influencer marketing priorities are changing in 2026 - What separates high-performing, always-on creator programs from one-off campaigns - Why the intersection of influencer marketing and AI search visibility is becoming a major competitive advantage - How trusted creators and industry experts can help brands build authority with both buyers and AI-powered discovery tools like ChatGPT, Claude, and Gemini Whether you're building a creator program, investing in content and SEO, or preparing for the future of AI-powered search, this conversation will help you understand where B2B marketing is heading and how to stay ahead. Follow on Lee OddenLinkedIn: https://www.linkedin.com/in/leeodden/ Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

Data Doesn't Create Alignment with Lars Grønnegaard, Dreamdata

Most B2B companies think attribution is a data problem. But what if it’s actually a people problem and the data simply makes that clearer? In this special episode of Attributed by Dreamdata, we’re sharing a conversation originally recorded for Frenemies – Where Growth Meets Reality, hosted by Julia Hartwig. Julia sits down with Lars Grønnegaard Hansen, Co-founder and CPO of Dreamdata, to talk about why having better data doesn’t automatically create better alignment and what companies need to do differently. Lars co-founded Dreamdata after experiencing the attribution problem firsthand at Trustpilot, where teams had more data than they could handle, yet still struggled to answer a seemingly simple question: Where are our customers actually coming from? The conversation goes beyond attribution and into the bigger challenge of getting marketing, sales, product, and leadership to work from the same understanding of what drives growth. In this episode: Why Dreamdata was founded Why attribution is fundamentally a people problem, not just a data problem How to tell whether you’re actually using attribution to improve the business Why many B2B teams are still flying blind in 2026 What a CPO sees that a CMO or CCO might not Where AI is genuinely making a difference in product development The Times Square billboard nobody saw — and what it taught Lars about smart marketing Why LLMs may be supercharging the wrong go-to-market motions Why “data closes the measurement gap, but not the alignment gap” Follow the conversation 👤 Follow Lars Grønnegaard Hansen on LinkedIn https://www.linkedin.com/in/larsgroennegaard/ 👤 Follow Julia Hartwig on LinkedIn https://www.linkedin.com/in/hartwig-julia/ 🎙️ Listen to Frenemies – Where Growth Meets Reality https://frenemies.buzzsprout.com/ ▶️ Watch Frenemies on YouTube https://www.youtube.com/channel/UC6lzNb9GOhCpCtPf2NWnHsg Thanks for tuning in to the Attributed by Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed sharing it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join our Slack community: Dreamdata Community 🎙️ Subscribe to Attributed by Dreamdata and don’t miss future episodes: Apple Podcasts or Spotify 🔗 See how Dreamdata helps B2B companies connect marketing to revenue: Dreamdata.io

Scaling Revenue Without Headcount with Natalie Furness

Everyone wants growth. Few companies can afford to keep hiring for it. Natalie Furness - Revenue Operations joins us in this episode of Attributed by Dreamdata. She is the Founder & CEO of RevOps Automated, one of the most recognized voices in Revenue Operations and a leading advocate for helping companies scale revenue without scaling headcount. Natalie has built her reputation helping B2B organizations create operational leverage through smarter systems, data-driven decision-making, and automation. With AI doing more and budgets freezing, headcount is often off the table. So how do you drive more pipeline, revenue, and customer value? In this conversation with Natalie, you’ll learn: - Why headcount is no longer the default answer to scaling - The systems and processes that create operational leverage - Where AI is genuinely replacing manual work and where it isn't - How RevOps leaders can unlock efficiency across marketing, sales, and customer success - Common mistakes companies make when trying to scale too quickly - What high-performing revenue teams are doing differently in 2026 Whether you're a CMO, CRO, RevOps leader, or GTM operator, this episode is about building a revenue engine that compounds without compounding headcount. Follow on Natalie Furness LinkedIn: https://www.linkedin.com/in/nataliefurness/ Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

How to Build a B2B Influencer Program with Brianna Doe

B2B buyers spend more time learning from trusted experts, creators, and industry voices. So naturally, companies are investing in influencer programs to build awareness, credibility, and demand. But what separates successful influencer programs from expensive sponsorships that fail to deliver results? That’s what Laura Erdem sits down with Brianna Doe, a leading expert in B2B influencer marketing, to discuss. They'll dive into: - How to identify and choose the right creators for your brand - Common mistakes companies make when launching influencer programs - How to create authentic partnerships that audiences trust - Ways to measure the impact of influencer marketing on pipeline and revenue Whether you're a CMO, demand generation leader, content marketer, founder, or agency partner, this conversation will give practical insights for building a B2B influencer strategy that goes beyond brand awareness and drives real business growth. Learn how to build an influencer program that earns trust, drives engagement, and supports revenue generation. Follow Brianna Doe on LinkedIn: https://www.linkedin.com/in/brianna-doe/ Follow Laura Erdem on LinkedIn: https://www.linkedin.com/in/lerdem/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

Nick Turner CEO of Dreamdata on Leadership, GTM Growth, and AI-Driven Revenue

This episode is a repost from ROI's Into the Corner Office Podcast, hosted by Brandt Handley. In this conversation, Brandt sits down with Nick Turner, CEO of Dreamdata, to discuss his unconventional path to the corner office. From growing up in rural Virginia and co-owning a construction company through the 2008 financial crisis to spending nearly two decades building and scaling B2B go-to-market teams, Nick's journey offers valuable lessons in leadership, resilience, and self-awareness. The discussion explores how early life experiences shaped Nick's leadership philosophy, the lessons he learned from shutting down a business during a recession, and why understanding his strengths as an operator ultimately prepared him for the CEO role. Nick also shares his perspective on what Dreamdata is building in the age of AI, why high-quality data is becoming the ultimate competitive advantage, and the traits he looks for when building high-performing teams. In this episode, you'll learn: How resilience and family influence can shape leadership Lessons from navigating the 2008 financial crisis as a business owner Why self-awareness is critical for career growth and executive leadership What separates successful operators from founders How AI is changing B2B go-to-market strategies Why clean, connected data is the foundation for effective AI The four qualities Nick looks for in every hire Originally published on ROI's Into the Corner Office Podcast and hosted by Brandt Handley. Follow Nick Turner on LinkedIn: https://www.linkedin.com/in/cnickturner/ Follow Into the Corner Office Podcast: https://open.spotify.com/show/3fpukwa4sym0IcELKQ9Lbl Follow Brandt Handley on LinkedIn; https://www.linkedin.com/in/brandthandley/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

Repost: Personal Branding for the "Quiet" B2B Expert with Goldie Chan

Why is the “Cringe Factor” one of the biggest hurdles in B2B marketing? Most B2B organizations are powered by brilliant, introverted subject matter experts: the engineers, data scientists, and technical founders who have the deep insights the market craves. These experts aren’t known to shove themselves into the limelight, with personal branding feeling more like a cry for attention than a good business decision. In this session, we are joined by Goldie Chan, the "Oprah of LinkedIn," Forbes columnist, and author of Personal Branding for Introverts. Goldie has spent her career bridging the gap between high-level tech and human-centric storytelling. We’ll chat about how B2B marketers can harness their technical voice without feeling like an influencer. What we will cover: - The 5 C’s Framework: Goldie’s logical, step-by-step approach to building a brand through Clarity, Consistency, Competency, Confidence, and Community. - Reputation vs. Personal Brand: How to help your experts understand that if they don’t tell their story, the market will tell it for them. - Minimum Viable Content (MVC): Strategic ways to get high-value insights onto LinkedIn without the burnout of daily posting. - The "Teacher" Mindset: Shifting the narrative from "self-promotion" to "industry education" to get immediate buy-in from quiet experts. Follow Goldie Chan on LinkedIn: https://www.linkedin.com/in/goldie/ Follow Laura Erdem on LinkedIn: https://www.linkedin.com/in/lerdem/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

Repost: Mark Ritson: Making B2B Marketing Work Better

B2B marketing isn’t struggling because of a lack of tools, channels, or budget. It’s struggling because too many teams have lost focus on the fundamentals. In a world obsessed with funnels, dashboards, and short-term performance, marketers are executing more than ever - but often without clear strategy. Tactics come before diagnosis. Measurement is everywhere, but impact is still unclear. In this session, Mark Ritson joins Dreamdata to challenge how modern B2B marketing is done - and reset what good actually looks like. Expect a candid, no-BS conversation on: - Why most B2B marketing starts in the wrong place - The over-focus on short-term performance - and what it’s costing you - Why brand building still matters (yes, even in B2B) - Where measurement creates the most value in B2B - What actually drives sustainable growth More importantly, you’ll walk away with tangible takeaways you can apply immediately: - How to refocus your marketing around strategy, not just execution - How to balance long-term brand building with short-term results - How to prioritize what actually moves the needle - And how to use measurement to support better decisions and prove real impact Mark Ritson is known for cutting through marketing nonsense and bringing the focus back to what works: clear strategy, smart prioritization, and long-term effectiveness. If you’re a B2B marketer under pressure to deliver results - and want a clearer, more effective way to do it - this session is for you. Follow Mark Ritson on LinkedIn: https://www.linkedin.com/in/markritson/ Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

Repost: Obviously Awesome: April Dunford’s 2026 Positioning "Do-Over"

Seven years ago, April Dunford wrote the book on B2B positioning. After 100,000 copies sold and 200+ more client projects, she’s back with us for the second year running to share what she’s learned since and what she’s changing. The 2026 Expanded Edition of Obviously Awesome is a refinement of the craft. April reveals why she’s collapsed her 10-step process into a streamlined 5-step framework and how she’s finally solving the "Value Gap" where most marketers get stuck. We’ll dive into: - The 10-to-5 Shift: Why she reorganized the framework to better separate pre-work from core strategy. - Solving for "Value": New tactics for the hardest step in the process: defining differentiated value. - The Execution Bridge: How to ensure your positioning doesn't die in a slide deck and actually makes it into the sales pitch. - Scaling Up: New guidance for multi-product companies struggling with complex portfolios. Join us for a masterclass in how positioning has evolved from a "static concept" into a "battle-tested execution playbook" for 2026. Follow April Dunford on LinkedIn: https://www.linkedin.com/in/aprildunford/ Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

Repost: Martina Lauchengco: What Great B2B Product Marketing Looks Like in 2026

Product marketing isn’t just a function - it’s the bridge between what you build and how your market understands, adopts, and loves it. In this session, Martina Lauchengco (Partner at Costanoa Ventures and product marketing partner at Silicon Valley Product Group) shares her vision for what great product marketing looks like in 2026 and beyond. Drawing on three decades of experience in product, marketing, and go-to-market strategy, Martina will unpack how the discipline has evolved and what top teams are doing differently today. You’ll discover: - Why positioning and deep customer understanding must drive every decision - How product marketing connects product, market, and revenue in a world where buyers self-educate online - What the best product marketers do to enable evangelism and true adoption, not just awareness - How product, marketing, and sales can partner to shape narratives that stick This conversation goes beyond tactics. It’s about the purpose of product marketing and how the most successful companies infuse it into their strategy and growth. Whether you lead PMM, demand gen, or go-to-market, you’ll walk away with ideas you can use immediately. Follow Martina Lauchengco on LinkedIn: https://www.linkedin.com/in/martinalauchengco/ Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

Repost: Rory Sutherland: The Irrational B2B Buyer & What it Means in 2026

B2B marketing assumes buyers are rational. They probably aren’t. Buying decisions are shaped by fear, status, reassurance, and habit. Committees amplify uncertainty. Data increases confidence but not always wisdom. In this session, Rory Sutherland explores how B2B decisions are really made. What this means for ads, messaging, and persuasion. Why logic often loses to psychology. Why brands matter more in complex B2B than we like to admit. We’ll talk about measurement, but not as an answer machine. Data as a way to reduce noise. Not to replace judgment. Rory will challenge the idea that better dashboards automatically lead to better decisions. What effective ads actually do in high-risk B2B choices. And why over-optimisation can quietly destroy value. This session is for B2B marketers. For those navigating complex buying journeys. And for anyone who suspects that the real advantage lies in how marketing is framed, not just how it’s measured. Follow Rory Sutherland on LinkedIn: https://www.linkedin.com/in/rorysutherland/ Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

Leslie Venetz: Why Your B2B Outbound is Killing Your Brand

Most B2B outbound today is "Legacy Outbound", a high-volume, low-value strategy that assumes a prospect owes you their time. AI-generated spam and guarded inboxes are failing to book meetings and actively destroying your brand’s reputation. In this session of Attributed, Laura Erdem, Sales Director US at Dreamdata, sits down with Leslie Venetz, Founder of The Sales-Led GTM Agency. Leslie is a corporate sales trainer and enterprise selling expert with experience from companies like Walmart, ExxonMobil, and JPMorgan. She’s here to show us how to stop "talking AT" prospects and start earning the right to a conversation. What you’ll learn in this session: ✅ Why your outbound strategy must shift from "pushing a product" to "solving a problem" before you ever ask for a meeting. ✅ How to use the data in the "Dark Funnel" to categorize prospects into Problem, Option, or Vendor Aware, and how your message must change for each. ✅ Why knowing a prospect’s "alma mater" is useless, and how to focus on the business triggers that actually get a C-suite response. ✅ How PMMs can build "Problem-Centered" collateral that sales reps actually want to use. ✅ How to use human-centric strategies to cut through the noise of AI-automated outbound. Follow Leslie Venetz on LinkedIn: https://www.linkedin.com/in/leslievenetz/ Follow Laura Erdem on LinkedIn: https://www.linkedin.com/in/lerdem/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

B2B Creator Playbook: Turning Attention into Revenue

The "Invisibly Paid" era of B2B marketing is over. Today, the fastest-growing companies aren’t winning through corporate logos; they are winning because of the people behind them. Join us on the Attributed Podcast for a conversation with one of the industry's leading growth creators: Brendan Hufford. As the founder of Growth Sprints, Brendan has helped build brand engines that have generated hundreds of millions of impressions and contributed to tens of millions in ARR. In this episode, we'll cover: How to build mindshare with the 95% of the market that isn't "ready to buy" yet, so you're the obvious choice when they are. How to move beyond "random acts of content" and create a scalable content system that lowers CAC and earns attention. Why vanity metrics like likes and shares aren't enough and how to build content IP that drives attributable revenue. What it looks like when companies treat creators as strategic growth partners rather than just distribution channels. How Discovery and Virality Loops connect content directly to pipeline, revenue, and long-term growth. Follow on Brendan Hufford LinkedIn: https://www.linkedin.com/in/brendanhufford/ Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

The Revenue-First Marketing Playbook with Mark Goloboy

B2B buyers are increasingly turning to AI tools like Claude, ChatGPT, and Gemini long before they ever visit a company website. So what does that mean for marketers? In this episode of Attributed, Steffan sits down with Mark Goloboy, Founder of Market Growth Consulting, to discuss how AI is reshaping the B2B buying journey, and why marketing teams need to rethink how they measure success. Mark shares his revenue-first approach to marketing, why ROI should guide every budget decision, and how companies can adapt to a future where websites become answer engines and buyers rely on AI-generated recommendations. They also discuss: Why marketers should focus on revenue and pipeline over vanity metrics How AI is changing search, content, and buyer research The rise of Generative Engine Optimization (GEO) What makes an AI-ready marketing tech stack How sales call transcripts can become a powerful source of customer insight Building a culture of AI experimentation across marketing teams A practical conversation for B2B marketers looking to navigate AI-driven change while staying focused on growth. Follow Mark Goloboy on LinkedIn: https://www.linkedin.com/in/markgoloboy/ Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

The Marketing Science Behind Being Remembered in B2B

Most B2B brands spend millions trying to be better, but to really drive a sustainable growth engine it requires being recalled at the moment of need. In this episode of the Attributed Podcast, we sit down with Professor Jenni Romaniuk, Associate Director of the world-renowned Ehrenberg-Bass Institute and author of Better Brand Health and How Brands Grow Part 2. Jenni breaks down the two pillars of "Mental Availability" in B2Bs: Category Entry Points (CEPs); the internal and external cues that trigger a buyer to start a search, and Distinctive Brand Assets (DBAs), the sensory cues that ensure your brand gets the credit for the thought. In this chat, we’ll bridge the gap between academic research and B2B reality, exploring how to map the complex buying situations of a B2B committee and how to avoid the "sea of sameness" that kills most professional services and SaaS brands. What you’ll learn: - How to identify the 7 W’s (Why, When, Where, With Whom, etc.) that lead a customer to your category before they ever search for a vendor. - Why being on the mental shortlist is more valuable than any sales pitch later in the funnel. - How to use the "Fame vs. Uniqueness" matrix to audit your logos, colors, and taglines so you stop wasting money on "invisible" marketing. - Why B2B growth depends on your brand being easy to think of and easy to buy within complex buying cycles. - Why B2B marketers must stop "refreshing" their brand and start building long-term memory recall that sticks for decades. Follow Jenni Romaniuk on LinkedIn: https://www.linkedin.com/in/jenni-romaniuk-2746884/ Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

From Series A to B: How Dreamdata Scaled Predictable Growth and Raised $55M

What does it actually take to build a predictable B2B growth engine in today’s market? In this special crossover episode, we are sharing an insightful conversation between Javier (from Predictable B2B Growth) and our very own CEO at Dreamdata, Nick Turner. Fresh off the back of Dreamdata’s $55M Series B raise, Nick strips away the fluff and breaks down the harsh realities of scaling a SaaS business today. If you’ve ever wondered what metrics investors actually care about, or why your short-term demand generation might secretly be draining your long-term pipeline, this episode is a must-listen. What is covered in This Episode: The Series B Playbook: Why investors prioritize growth rate, gross retention, and burn efficiency over everything else. The Power of Focus: Why hyper-focusing on a specific market segment, rather than premature expansion is the ultimate scaling secret. Debunking the AI Hype: How to view AI as a tool for actual customer value rather than a marketing buzzword. The Long B2B Buying Cycle: Balancing the scale of marketing automation with the irreplaceable power of human-to-human sales interaction. Customer-Led Growth: Why the most reliable product roadmap is built simply by listening to your users. Whether you're a founder eyeing your next funding round, a marketer trying to defend your brand spend, or a GTM leader looking for sustainable growth, Nick and Javier deliver a masterclass in cutting through the noise. Follow Nick Turner on LinkedIn: https://www.linkedin.com/in/cnickturner/ Follow Predictable B2B Growth Podcast: https://open.spotify.com/show/6HT8fnwoZZVKCAkO3EOB2u Follow Javier Lozano Jr on LinkedIn; https://www.linkedin.com/in/javierlozanojr/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

• Chapters

How to Win B2B LinkedIn Ads (272-Day Deals) with Anthony Blatner

The average B2B sales cycle takes 272 days, so why are most LinkedIn Ad strategies built for a week? Anthony Blatner, Managing Director, Founder, and CMO of Speedwork -- LinkedIn Ads Agency, joins us to talk about his playbook for building highly profitable LinkedIn Ads strategies that match the reality of how B2B deals close. We'll pair his playbook with new data from the 2026 Dreamdata LinkedIn Ads Benchmark Report. As Anthony highlighted in our benchmarks report: "We’ve always known B2B sales cycles are really long, and now it’s great to have real data behind it. A 272-day timeline can seem daunting, but accepting it will change how you approach your entire B2B marketing strategy." In B2B, you shouldn't ask a cold audience to book a demo on their first ad impression. Instead, Anthony will explain how to use Thought Leader Ads to foster relationships, allow your prospects to get to know your leadership team, and build compounding trust over the long B2B buying window. What we will cover: - A dive into the 2026 Dreamdata benchmark data and what a 272-day journey means for your pipeline. - Why you shouldn't ask a cold audience to book a demo on the first ad impression. - How to use your team's leadership and storytelling to build compounding trust over time. - How to prove the value of your top-of-funnel LinkedIn investments so your team stays committed. Follow Anthony Blatner on LinkedIn: https://www.linkedin.com/in/anthonyblatner/ Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

Mark Ritson: Making B2B Marketing Work Better

B2B marketing isn’t struggling because of a lack of tools, channels, or budget. It’s struggling because too many teams have lost focus on the fundamentals. In a world obsessed with funnels, dashboards, and short-term performance, marketers are executing more than ever - but often without clear strategy. Tactics come before diagnosis. Measurement is everywhere, but impact is still unclear. In this session, Mark Ritson joins Dreamdata to challenge how modern B2B marketing is done - and reset what good actually looks like. Expect a candid, no-BS conversation on: - Why most B2B marketing starts in the wrong place - The over-focus on short-term performance - and what it’s costing you - Why brand building still matters (yes, even in B2B) - Where measurement creates the most value in B2B - What actually drives sustainable growth More importantly, you’ll walk away with tangible takeaways you can apply immediately: - How to refocus your marketing around strategy, not just execution - How to balance long-term brand building with short-term results - How to prioritize what actually moves the needle - And how to use measurement to support better decisions and prove real impact Mark Ritson is known for cutting through marketing nonsense and bringing the focus back to what works: clear strategy, smart prioritization, and long-term effectiveness. If you’re a B2B marketer under pressure to deliver results - and want a clearer, more effective way to do it - this session is for you. Follow Mark Ritson on LinkedIn: https://www.linkedin.com/in/markritson/ Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

Joe Glover: The Power of In-Person Events in the Age of AI

AI is flooding every inbox, feed, and funnel, and it does a lot of the heavy lifting. So why is the one of the most powerful things in your demand gen toolkit something that's been around since humans first gathered around a fire? Joe Glover has built a community of 50,000+ marketers. In this episode of the Attributed podcast, The Marketing Meetup founder breaks down why in-person events have quietly become a strategic necessity in modern marketing. What we’ll talk about: - Why AI can predict data, but only events can create "meaningful accidents." - How face-to-face interaction bypasses the skepticism of the AI era. - Using physical meetups to turn passive followers into active advocates. - Strategies for making in-person gatherings feel essential, not exhausting. Tune in to discover why the future of high-tech marketing is, ironically, higher-touch than ever. Follow Joe Glover on LinkedIn: https://www.linkedin.com/in/josepheglover/ Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io