Attributed - A podcast by Dreamdata

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209

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Jun 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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June 16, 2026Episode 20853 min

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 metricsHow AI is changing search, content, and buyer researchThe rise of Generative Engine Optimization (GEO)What makes an AI-ready marketing tech stackHow sales call transcripts can become a powerful source of customer insightBuilding a culture of AI experimentation across marketing teamsA 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

June 9, 2026Episode 20759 min

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

June 2, 2026Episode 20644 min

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/6HT8fnwoZZVKCAkO3EOB2uFollow 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

May 26, 2026Episode 20554 min

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

May 19, 2026Episode 20452 min

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 growthMore 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 impactMark 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

May 12, 2026Episode 20353 min

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

May 5, 2026Episode 20257 min

How LLMs Are Reshaping Content - From Creation to Visibility

AI is everywhere - but how do you actually show up inside it?As LLMs (ChatGPT, Claude, Gemini etc.) become a primary way buyers discover and evaluate solutions, B2B marketing teams face a new challenge:It’s no longer just about ranking on Google, but also about being surfaced, cited, and recommended by AI.Join Steffen Hedebrandt, co-founder and CMO at Dreamdata, and a panel of seasoned B2B leaders as they unpack how content strategies are evolving - from production and distribution to LLM visibility and influence.Together, they’ll share how they’re adapting to a world where awareness isn’t just built in channels - but inside the models themselves.What you’ll learn:✔️ How to create content that LLMs can understand, trust, and surface in responses.✔️ Tactics for increasing your brand’s visibility and recall inside AI-generated answers.✔️ How buyer journeys are shifting as LLMs become a key discovery layer and what to do about it.✔️ New ways to measure success when traffic is replaced by influence and inclusion in AI outputs.✔️ The frameworks and skills needed to compete for attention inside LLMs, not just outside them.The Panelists:Sooraj Shah, Content Marketing Lead at Aikido SecurityDaisy Shevlin, Leading SEO/GEO at CognismAnna Puig, Senior Growth Marketer at OrbFollow Sooraj Shah on LinkedIn: https://www.linkedin.com/in/soorajshah/Follow Daisy Shevlin on LinkedIn: https://www.linkedin.com/in/daisy-shevlin-5a0409b2/Follow Anna Puig on LinkedIn: https://www.linkedin.com/in/annakpuig/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

April 28, 2026Episode 20157 min

Kelly Hopping: Strong brand is the only way to shorten the B2B sales cycle

It’s a sad truth, but many B2B leaders still treat “brand” as fluffy stuff, something to worry about once the “real” marketing work is done.But when 81% of the buyer’s journey happens before sales even get involved, your brand can be your most efficient conversion lever.In this episode of Attributed, Steffen Hedebrandt sits down with Kelly Hopping, CMO at 6sense, to talk about her "Performance Branding" framework. She’s led marketing at Fortune 500 giants Dell and Kraft Foods and scaled the AI powerhouse Demandbase. She’s got the experience, so she’ll be sharing how she bridged the gap between consumer-style storytelling and high-velocity B2B revenue engines.What you’ll learn in this session:- Why a strong brand narrative is the only thing that shortens the sales cycle when the buyer won't talk to a human.- How Kelly structured her teams to own 95% of the company pipeline by aligning Brand, Demand, and SDRs under one mission.- Why shared metrics between the CMO and Head of Sales are the only way to scale "Performance Branding."- How to make sure your brand shows up when buyers (and LLMs) are researching your category behind the scenes.If you’ve ever been told to “just run more ads” when the pipeline is down, this one’s worth your time. Follow Kelly Hopping on LinkedIn: https://www.linkedin.com/in/kellyhopping/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 Sign up for our next Live Sessions:How LLMs Are Reshaping Content - From Creation to VisibilityJoe Glover: The Power of In-Person Events in the Age of AIMark Ritson: Making B2B Marketing Work BetterHow to Win B2B LinkedIn Ads (272-Day Deals) with Anthony Blatner

April 21, 2026Episode 20055 min

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 Sign up for our next Live Sessions: Leslie Venetz: Why Your B2B Outbound is Killing Your BrandHow LLMs Are Reshaping Content - From Creation to VisibilityJoe Glover: The Power of In-Person Events in the Age of AIMark Ritson: Making B2B Marketing Work BetterHow to Win B2B LinkedIn Ads (272-Day Deals) with Anthony Blatner

April 14, 2026Episode 1991 hr 9 min

Why Buyers Want to Own the Journey: Nick Turner on Self-Service

The B2B buying journey has officially flipped. Buyers are now willing to hand over their most sensitive CRM data to start a free trial without ever talking to a sales rep.In this special crossover episode, we’re sharing a conversation from the Aulium Podcast featuring our very own CEO, Nick Turner. Nick joins hosts Thomas Viguier and Markus Perkumas to break down why fighting this shift in buyer autonomy is a losing game and how Dreamdata leaned into this trend to fuel a $55M Series B.Nick draws on 15 years of GTM experience including leading U.S. expansion for European SaaS companies like Botify to explain how trust frameworks and interactive demos have made self-service adoption the new standard, even for complex, data-sensitive products.Inside this episode:The Death of the Gatekeeper: Why 10,000+ employee companies now start free trials on their own.Trust as a Catalyst: How GDPR, SOC 2, and data ownership frameworks actually enable buyer confidence.The PLG Engine: The role of open APIs in accelerating product-led growth.Sales-Led vs. Self-Service: Why resisting modern buyer preferences is a recipe for losing deals.Scaling a Global Culture: How Nick leads a Danish-founded company with 65 employees across 28 nationalities.Follow Nick Turner on LinkedIn: https://www.linkedin.com/in/cnickturner/Follow Aulium Podcast here: https://open.spotify.com/show/3QYrAWhRj3Twzi6rc1pLNqThanks 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 Join our next Live Sessions Here:Leslie Venetz: Why Your B2B Outbound is Killing Your BrandJoe Glover: The Power of In-Person Events in the Age of AIMark Ritson: Making B2B Marketing Work BetterHow to Win B2B LinkedIn Ads (272-Day Deals) with Anthony Blatner