Attributed - A podcast by Dreamdata

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226

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Oct 2026

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About the show

Welcome to Attributed by Dreamdata, the B2B marketing podcast for marketing teams looking to master growth. Every week, we host experts from the B2B go-to-market space to discuss digital marketing strategies, B2B podcast marketing, and revenue optimization. Whether you're lead gen or Ops, join our marketing podcast interviews to learn how to fire up revenue and solve your biggest B2B marketing challenges.

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October 20, 2026Episode 22554 min

Old Game, New Game: Build a Strategic Narrative That Sells | Andy Raskin

Old Game, New Game: Build a Strategic Narrative That Sells | Andy Raskin Most B2B companies tell the same story. Here’s who we are. Here’s the problem we solve. Here’s our product. Here’s why it’s better. Andy Raskin thinks there's a more powerful place to start: what has changed in your buyer's world? Andy is a strategic narrative expert who works with B2B leadership teams like Gong, Dropbox, Uber, Salesforce, Square, IBM, and joins Laura Erdem on Attributed to break down his “old game, new game” framework. Instead of opening with a problem and solution, it starts with a shift in the market: what used to make buyers successful, what has changed, and what winning looks like now. Laura and Andy will walk through real B2B examples, covering: - How to identify the change happening in your buyer's world - How to define your company's “old game” and “new game” - Why “old game/new game” is different from a typical before-and-after product pitch - How to establish stakes that make buyers care about the change now - Where your product should actually enter the story - Real examples of B2B companies that have put the framework into practice - How to use one strategic narrative across marketing, sales, product, and leadership If your buyers understand what you do, but still ask “Why now?”, this session will show you how to build the story that comes before the product. Follow Andy Raskin on LinkedIn: https://www.linkedin.com/in/andyraskin/ 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

October 6, 2026Episode 22453 min

How B2B Brands Get Chosen: Louis Grenier’s 4-Step Framework

Most B2B companies are trying to stand out. Yet buyers are surrounded by brands saying roughly the same things, targeting the same audiences and competing across the same channels. So how do you make your company get noticed, remembered and ultimately chosen? Louis Grenier , author of Stand The Fck Out*, joins us on Attributed to break down his four-step framework for building a B2B brand people have a reason to choose and can actually remember. We'll get into: - Insight Foraging: uncovering real customer truths instead of building strategy around assumptions - Unique Positioning: understanding the job buyers are trying to get done and finding a position competitors can't easily claim - Distinctive Brand: why differentiation and distinctiveness aren't the same thing, and how brands become memorable - Continuous Reach: identifying the trigger moments that make buyers act, then using the right channels and offers to reach them We'll also tackle a tricky question for modern B2B marketers: How do you know your marketing is working when some of the things that make your brand memorable are also the hardest things to measure? Expect a practical, and slightly contrarian, conversation about positioning, brand, buyer behaviour, reach and measurement. Follow on Louis Granier LinkedIn: https://www.linkedin.com/in/louisgrenier/ 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

September 29, 2026Episode 22359 min

How We Actually Do Outbound at Dreamdata

Most outbound advice sounds great on LinkedIn. Personalise everything. Use intent. Add value. Be relevant. Don't spam. Sure. But what does that actually look like when you're trying to build pipeline every single week? In this session, Dreamdata’s Julian Muniz , Sales Development Leadership, and Steffen Hedebrandt , CMO & Co-founder at Dreamdata , sit down to pull apart how we approach outbound, what we prioritise, how we decide who is worth contacting, and what happens before an SDR ever picks up the phone or writes an email. They’ll dig into why good outbound starts long before the first message: understanding your ICP, spotting the right signals, getting the timing right, and giving sales a reason to reach out that goes beyond “just checking if this is relevant.” They’ll also tackle where AI and automation fit into the process, and where adding more automation simply creates more noise. Expect them to get into: - How Dreamdata decides who to target and when - Why intent signals can change the outbound conversation - Personalisation that goes beyond inserting {first_name} - How calls, email and LinkedIn work together - Where AI helps outbound and where humans still do it better - Why SDRs and AEs shouldn't operate as separate machines - What we've stopped doing, changed, and learned along the way This isn't a blueprint for sending more outbound. It's a conversation about how to make the outbound you already send more relevant, better timed, and actually worth responding to. Follow Julian Muniz on LinkedIn: https://www.linkedin.com/in/julian-muniz-b2b261bb/ 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

September 22, 2026Episode 22253 min

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

September 15, 2026Episode 22159 min

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

September 8, 2026Episode 22054 min

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

September 1, 2026Episode 2191 hr 0 min

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

August 25, 2026Episode 21855 min

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

August 18, 2026Episode 21753 min

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

August 11, 2026Episode 21636 min

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