Podcasts about airtame

Check out Dreamdata.io for your free trial!In this episode, Steffen Hedebrandt, CMO and co-founder of Dreamdata, discusses how B2B companies can solve the complex challenge of marketing attribution. He explains how Dreamdata connects siloed data to reveal which campaigns actually drive revenue, offering marketers a clear picture of long, multi-touch customer journeys. Steffen also shares insights on audience targeting, real-time buying signals, and how AI is being integrated meaningfully into the platform.Guest BioSteffen Hedebrandt is the Chief Marketing Officer at Dreamdata, a leading Revenue Attribution Platform that enables B2B marketing teams to optimize and automate their marketing efforts with confidence.A seasoned marketing leader known for his no-nonsense, results-oriented approach, Steffen has a proven track record of scaling companies and building high-performing teams at Upwork and Airtame. With hands-on experience in tackling the challenges of rapid growth, he understands what it takes to drive success in today's fast-paced marketing environment.TakeawaysB2B marketing requires a different approach than B2C.Understanding customer journeys is crucial for effective marketing.Data silos can complicate the analysis of customer journeys.AI can enhance marketing efforts but should not be a gimmick.Attribution is key to understanding campaign effectiveness.Marketers should focus on the buying committee in B2B sales.Optimizing ad spend based on actual sales data is essential.Dream Data provides tools for tracking and analyzing customer journeys.Success stories highlight the effectiveness of data-driven marketing.Proactive marketing is necessary to support sales teams.Chapters00:00 Introduction to Steffen Hedebrandt & Dreamdata01:03 The origins of Dreamdata and solving B2B attribution02:44 Founding team dynamics and early challenges04:07 Complexities of B2B journeys vs B2C05:01 Key problems Dreamdata solves for B2B marketers06:55 Importance of ICP and tech integrations08:18 Common CRM systems used and data quality challenges09:33 Solving wasted budget and campaign ROI10:31 Account-based timelines and stakeholder insights11:20 Campaign-level ROI visibility and optimization12:38 Deal size variation and applicability across companies13:31 Real-time signals and proactive sales alerts14:59 Tracking without gating using IP resolution16:00 Engagement scoring vs lead scoring17:24 AI integration and feature roadmap at Dreamdata19:31 The value of AI as a means, not the end21:04 Solving the attribution problem in B2B22:48 First-touch attribution vs CRM default models23:32 Dealing with non-trackable marketing activities25:19 Tips for qualitative evidence and journey enrichment26:11 Case study: Insight Software and optimizing ad spend27:54 Audience Hub and hyper-targeted campaigns28:45 Matched audiences vs lookalikes on LinkedIn30:40 Free tools and benchmark reports from Dreamdata32:27 Benchmark: 211-day average B2B customer journey33:19 Understanding the B2B buying committee35:14 Where to find Steffen and the benchmark report36:13 Offline conversions and smarter ad training37:28 Attribution loops and campaign optimization38:47 20% CPA reduction through LinkedIn integration39:31 Wrap-upLinkedIn⁠⁠⁠⁠Follow Steffen Hedebrandt on LinkedIn here⁠⁠⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn hereBook a call with Justin on how to get into⁠⁠⁠ business video podcasting ⁠⁠

We content marketers all want to put out high quality content all the time. But you might get writer's block or just feel stuck sometimes. And one of the best ways to get unstuck, to feel inspired and motivated to get better and better is to look to content creators who do their job really, really well. So in this episode, we encourage you to be influenced by some of the top thought leaders in business, including Gary Vaynerchuck, April Dunford, Chris Walker and Jason Lemkin. Together with the help of our special guest, Co-Founder & CMO of Dreamdata, Steffen Hedebrandt, we talk about writing a book, running experiments, keeping your content snowball rolling, sourcing content ideas from your sales team, and much more.About our guest, Steffen HedebrandtSteffen Hedebrandt is CMO and Co-Founder of Dreamdata, a pioneer in the realm of growth engines and marketing optimization. Steffen is a subject matter expert in connecting marketing activities with revenue. He has an exceptional growth mindset, is data-driven by heart and loves all parts of scaling the commercial side of a business. A notorious growth hacker with a successful track record of scaling businesses and building teams at Upwork and Airtame, Steffen knows the pain points of rapidly scaling marketing and growth firsthand.What B2B Companies Can Learn From Business Influencers:Write a book. Ian says, “if you can write a book and you have a good idea for it, it does give you credibility. It is a lot of work, but if it succeeds, then you can do really well.” Gary Vee has Jab, Jab, Jab, Right Hook. April Dunford has Obviously Awesome. And the books opened the door for them as thought leaders. Spending the time and thought on writing a book positions you as an expert in your field and validates your thought leadership in your industry. Run experiments. Steffen says, “[Gary Vaynerchuk is] constantly experimenting. Him and his teammates are extremely good at running constant experiments and yeah, sometimes it fails. But if we don't continue the experimentation culture, then we will not find the next big thing that's going to be driving the conversation with the audience.” So keep trying new and different things, see what works, and use it in your marketing.Keep rolling the snowball of content. Steffen says, “You need to do work and then you need to tell the world about it. And then in this constant cycle of documenting, “This is what we've done today. Here's an example.' Move on to the next thing. And little by little, the snowball starts rolling and you grow your audience little by little by continuously putting out stuff.” Try to put out content continuously, even if you only have one point to make. And little by little you'll grow your audience.Define your audience. Ian says, “Who exactly do you want to talk to? And obviously niche down as much as you possibly can to try to figure out who you really feel like you can serve the best and then figure out, ‘Okay, if I want to talk to these people for the next five years, what is the type of stuff that I want to talk about?  You should probably go talk to those people. Hopefully you have a background in that. If you want to go with the very super authentic route, if you don't have a background, then you need to find a way into being authentic, which means you need to talk to people who are having those problems and pull them into your content.” So do your research. Get to know your audience as well as possible so you can speak their language, create messages that resonate with them, and build your community. Source content ideas from your sales team. Steffen says, “When you listen to what the customers are telling your sales team, exhaust those questions through well-written content, and then produce a lot of high quality content that can ensure that you can always stay top of mind with the customers that you're trying to target.” Tune into what your sales team is hearing from customers about questions they have, concerns, and more, and channel that into your content.Quotes*”It's about authenticity. You can hear that these are real experiences. It's things that they've tried. Jason [Lemkin] can say these things because he's been in the trenches. That to me is the people I want to listen to. It's people who have done things themselves that you can trust that  it might not be a universal truth, but it's at least something that they've tried themselves and experienced. And now they're sharing this story with you. “That's what really makes it convincing to me.”*”If you're sitting out there just wanting to get started, just find peace in doing one of those disciplines where you are a good writer or you're good at communicating verbally, or you do well on video. And just dip your toes in whatever of those that you feel that you're strongest in. And if you want to get started, you don't have to do all of those disciplines at once. If you like writing, just start by writing and see where that takes you.”*”The one thing we can control in marketing is that we can ensure that we have a high output of content and we can ensure that that content is of the highest quality all the time. So whether it's somebody who's making a decision whether to buy or not, whenever they're being exposed by a podcast that we've been part of, we know it's high quality. And that's probably what could be convincing that customer to move on with deciding whether they should be going with us or not. So high quality, high frequency output is something that we as marketers can always control.”Time Stamps[0:55] Meet Steffen Hedebrandt, Co-Founder & CMO of Dreamdata[2:18] The Power of Consistent Content Creation[4:18] Understanding Business Influencers[9:17] Building Personal Brands and Marketing Strategies[11:40] The Importance of Authenticity and POV[20:15] Experimentation and Content Strategy[24:32] Packaging Ideas for Easy Understanding[25:33] Getting Started with Content Creation[26:23] Identifying and Engaging Your Audience[27:36] Creating a Unique Point of View[30:00] Content Strategy at DreamData[31:53] High-Quality Content and Distribution[37:25] Measuring Marketing Success[41:36] Innovative Content Approaches[44:50] Introducing DreamData's Audience Hub[48:24] Final Advice for MarketersLinksConnect with Steffen on LinkedInLearn more about DreamdataAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today's episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Senior Producer). Remarkable was produced this week by Meredith Gooderham, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise.

Click the Title to Play or Download. Interview with Jonas Gyalokay, Co-Founder of Airtame. Airtame is a pioneering force in streamlining wireless screen sharing and powering seamless collaboration. We discuss:Jonas' entrepreneurial journey addressing screen sharing needsJonas GyalokayEvolution of wireless screen sharingTargeting K-12 and higher education sectorsUS market entry via successful crowdfundingStreamlining wireless presentation categoryGoal: Simplifying screen use, eliminating source switchingCollaborating with partners for specialized functionalitiesOvercoming K-12 school engagement challengesMission: Enhancing seamless collaboration on expansive surfaces Interview TranscriptPodsafe music selection Fuzzy Freaky (summertime) by David Byrne from the Visible Man Album Duration: 42:14

This week our host Brandi Starr is joined by Steffen Hedebrandt, Chief Marketing Officer & Co-Founder at Dreamdata.   Dreamdata is a Revenue Attribution Platform that collects, joins, and cleans all data to give an insightful value to your business.   Steffen is a subject matter expert in connecting marketing activities with revenue. He has an exceptional growth mindset, is data-driven by heart and loves all parts of scaling the commercial side of a business.   A notorious growth hacker with a successful track record of scaling businesses and building teams at Upwork and Airtame, Steffen knows the pain points of rapidly scaling marketing and growth firsthand.    On the couch Brandi and Lindsey will tackle Content ROI: How B2B Teams Measure & Optimize for Success.   Links: Get in touch with Steffen Hedebrandt on: LinkedIn Twitter YouTube Dreamdata- Revenue Attribution Attributed Podcast by Dreamdata Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Steffen Hedebrandt to discuss what B2B marketers really need to know about the buyer journey and data analysis.While it may seem that B2B marketers are masters of data, the reality is that very few actually understand what's happening at any given moment in the buyer journey. This mostly comes down to marketers not having precise tools and accurate analysis methods to get a clear picture of what's happening. Marketers need to invest in the time and resources to quantify the full buyer journey, but what can marketers do to truly understand the process?Steffen Hedebrandt is the CMO and Co-Founder of Dreamdata, and as a marketer, he is driven by data and specialises in maximising growth and scaling businesses. Prior to co-founding Dreamdata, Steffen held several other senior marketing roles including Head of Marketing at AIRTAME and Country Manager, Nordics at Upwork as well as roles at Elance, Ambidextrous, and more. In addition, Steffen has also worked as a Lecturer for the DJØF, in which he taught Microsoft Excel for students of Aalborg University.You can find Steffen Hedebrandt on Linkedin.You can watch full video versions of the podcast on our YouTube channel.Ready to provoke the truth? Get in touch at alan-agency.com. Hosted on Acast. See acast.com/privacy for more information.

Airtame is a leading all-in-one platform for screens in business and education, challenging the norms in the AV industry with a hardware-enabled SaaS platform. “It should be about the meeting, or about the class,” says Jonas Gyalokay, Co-Founder & Board Member of Airtame. In this podcast, we are introduced to and learn about Airtame, a leading all-in-one platform for screens in business and education, challenging the norms in the AV industry with a hardware-enabled SaaS platform. “It should be super easy for any user to come into a room and present their screen within seconds.” Airtame enables users to present to any screen, in any space, from any device with support for all major computer and mobile operating systems. With Airtame, one can start both Teams and Zoom calls with just a click. And it provides powerful wireless digital signage. With a focus on empowering people to collaborate in new ways, Airtame makes meeting rooms more inclusive, and classrooms and common spaces more dynamic through intuitive hybrid conferencing, screen sharing, and digital signage. Airtame is used by more than 10,000 organizations worldwide to make over 110,000 rooms and spaces more engaging and is trusted by people to facilitate over 1.5 million meetings and classes each month. Founded in 2013, Airtame has grown to a company of over 80 people with offices in New York, Copenhagen, and Budapest.  

On this episode, we talk to Charley Karpiuk, Growth Marketing Manager at Airtame.His career path hasn't been traditional, with his first Marketing experience coming from promoting his own music events as a DJ, and starting an English language school in Japan. These both showed him the importance of community building, and the value of remaining adaptable to the situation.Charley talks about the pros and cons of using funnels to design marketing strategies [12:45], their application in B2B and B2B2C, and how to measure their success [20:15].Generative AI and ChatGPT are the hot topics right now. So we talk specifically about how that may impact search over the next year or two, and how we think Google may react to Bing's quick adoption of AI [24:45].And since this is the Marketing Mix, we ask Charley about his favorite cocktail - his own creation called a 'Citron de Charles' (said with a french accent!). Hear the recipe at [35:50].To connect with Charley, find him on LinkedIn at https://www.linkedin.com/in/charleskarpiuk/In the episode, I mention a New York Times article about Bing's AI Chatbot. The full article is here: A Conversation With Bing's Chatbot Left Me Deeply Unsettled by Kevin Roose.Timestamps:0:03:55  Creating a Community of Japanese Housewives and Word of Mouth Marketing0:06:31 Exploring Different Personas and Strategies for Community Building0:11:13 The Benefits of a Degree in Philosophy for Marketing0:12:48 The Usefulness of Funnels in Marketing0:18:27 KPIs and Leading Indicators for Digital Marketing Funnels0:21:33 Funnel Strategies for B2B2C Marketing0:22:32 Differences Between B2B and B2C Marketing 0:25:25 Exploring the Impact of Chatbots on Search Engine Results0:35:50 A French Twist on a Screwdriver [Cocktail Recipe]

D&H Distributing has stepped up its offerings under its “Modern Collaboration” umbrella, adding partners and solutions and fortifying its staff and leadership to increase sales in this category. This includes the addition of vendors like Jabra in 2022 and other new relationships. It involves partners such as Intermedia, Microsoft Teams, Nextiva, RingCentral and Zoom on the software side; and Airtame, Logitech video conferencing, Neat, and Yealink on the hardware side—to name a few. The company also added two new cloud specialists to the Modern Applications team to expand support for UCaaS. Join D&H's Vice President of Modern Solutions Jason Bystrak as he speaks to Publisher Doug Green about these new advantages for MSPs and resellers. Jason Bystrak D&H is also helping resellers and MSPs learn how to best attach a roster of services to these solutions. This “AIM” (Assess / Implement / Manage) model will help them generate more turn-key projects that include higher margin attachments, which add value for the end-user. This all falls under D&H's new Modern Solutions initiative, which includes the creation of a new business unit that helps resellers better bundle turn-key cloud-based solutions, hardware, services and programs to address the evolving challenges of the hybrid workplace. A lot has been put on the shoulders of resellers and MSPs to manage all this technology and cloud-based services, and the Modern Solutions business unit has been designed to better address that. Visit dandh.com

In der Mittagsfolge begrüßen wir heute Mario Geiß, Co-Founder und CEO von Alphin, und sprechen mit ihm über die erfolgreich abgeschlossene Finanzierungsrunde in Höhe von 6 Millionen Euro. Alphin hat eine Marketingplattform für lokale Gastronomie-Unternehmen entwickelt, denen mit dieser Softwarelösung die Zentralisierung und Automatisierung des Kundenlebenszyklus ermöglicht wird. Die Software kann nach eigenen Angaben teilautomatisierte Beiträge für die sozialen Medien erstellen und individuelle Werbekampagnen entwerfen. Damit sollen neue Kunden gewonnen und ein höherer Umsatz erzielt werden. Zu dem holistischen Angebot gehören u.a. Instagram Account Management, Influencer Marketing, professionelle Fotoshootings und die automatisierte Verteilung des Fotomaterials auf allen wichtigen Kanälen. Derzeit vertrauen rund 1.000 lokale Unternehmen in Österreich, Deutschland und Großbritannien auf diese All-in-One Lösung. Alphin wurde im Jahr 2017 von David Bläsing, Dominik Campanella, Lukas Krieger, Mario Geiß, Steffen Allesch und Yang Zou unter dem Namen Freachly in Berlin gegründet. Mittlerweile erreicht das Startup einen mittleren 7-stelligen Jahresumsatz. Alphin hat nun in einer Finanzierungsrunde 6 Millionen Euro eingesammelt. Die Runde wurde von Scale Capital mit Sitz in Kopenhagen und Wille Finance mit Sitz in der Schweiz angeführt. Scale Capital ist ein Early-Stage Venture Fonds, der in disruptive Technologien im B2B-Bereich in Skandinavien und Deutschland investiert, die das Potenzial und die Ambition haben, sich auf dem US-Markt durchzusetzen. Der VC konzentriert sich auf Unternehmen, die durch Technologie eine positive Wirkung für unsere Gesellschaft und die Umwelt erzielen. Zum Unternehmensportfolio gehören u.a. Globus, Alex Therapeutics, Collo, Quantica, Identity, DoctorPlan, Airtame, Pleaz und Favro. Wille Fiinance ist ein Familienunternehmen, welches in Private Equity, Immobilien, digitale Medien und börsennotierte Unternehmen investiert. Dabei liegt der Fokus auf Wachstumsunternehmen und Buy-Out-Transaktionen mit dem Schwerpunkt der Software- und Life-Science-Unternehmen in Europa und Israel. Das Portfolio umfasst derzeit mehr als 40 Startups. Dazu gehören u.a. SmartPixels, Clausematch und Warehousing1. Die Bestandsinvestoren HV Capital und Partech unterstützten ebenfalls die Finanzierungsrunde. Mit dem frischen Kapital will Alphin die Plattform im Bereich des Customer Relationship Managements weiter ausbauen und relevante Buchungs- sowie Bestellplattformen integrieren, wodurch die daraus gewonnenen Daten wieder für das Marketing verwendet werden können. Zudem plant das Berliner Startup weiterhin in Europa zu expandieren und im Jahr 2023 auf dem US-amerikanischen Markt einen Proof of Concept zu erbringen.

Disclaimer: When I bring technology vendors on the show, you should know that they are not sponsors or affiliates. They're simply here to give you a broader perspective. If you have been to the eye doctor for near or far sightedness, the equipment that's likely been used to assess you is a phoropter. The part that's put in front of your eyes looks somewhat like a pair of glasses, but it branches out from that with an imposing array of lenses, dials and machinery. You are shown an eye chart and the doctor flicks through alternate lenses, asking you to say whether the image is clearer with lens 1 or lens 2. When tests on the phoropter & other equipment is done, you end up with lens prescriptions that are right for you.  This process isn't unlike what's behind marketing's use of attribution models. They serve to show what impact advertising channels have on a company's revenue, with pre-set models, each one weighing the impact of digital touchpoints differently. By attributing revenue back to the channels and campaigns that helped acquire it, you get a clearer view of what you are getting for your marketing dollar.  Of course, marketers don't use phoropters, but doing attribution analysis does take specific tools, and that's what this episode takes us through.  My guest is Steffen Hedenbrandt, who's growth-oriented, data-driven and loves all parts of scaling a business.  He worked at places like Upwork and Airtame before cofounding DreamData, where he serves as the Chief Marketing Officer.He has a bachelor's degree from Aalborg University and a Masters from Copenhagen Business School.  People/Products/Concepts Mentioned in Show https://dreamdata.io/selling-dreamdata-internally BigQuery Snowflake Amazon Redshift Steffen's LinkedIn profile and Twitter profile More details, please visit https://funnelreboot.com/episode-99-tying-revenue-back-to-traffic-with-steffen-hedenbrandt/

Steve Cummins, VP of Marketing at AirTame, talks with Jeremy Shere, founder & CEO of Tribal knowledge Podcasting, about creating a marketing team.Highlights:Steve's strategy to build a marketing team to create an ideal cultureKey roles to consider for a positive marketing cultureStrategies for scaling up once key roles are in placeLearn more about AirTameConnect with Steve on LinkedIn

This week our host Ian Truscott and Jeff Clark, former Research Director at SiriusDecisions/Forrester and sought after marketing strategy advisor continue the Five F'in' Marketing Fundamentals series, this week diving into branding or what kind of band do you want to be? Ian interviews Steffen Hedebrandt, the Co-Founder and CMO at Dreamdata, a B2B revenue attribution platform, which enables algorithmic decision making in marketing and sales. Steffen has a successful track record of scaling businesses and building teams, previously holding marketing and commercial leadership positions at Upwork and Airtame, as you'll hear his startup and entrepreneurial experience means Steffen knows the pain points of rapidly scaling marketing and growth first hand. And aside from learning about Steffen's career, they geek out on the topic of measurement and attribution. Ian then winds down the week with a man once described as a likeable Mark Ritson, his content marketing guru, Robert Rose, the Chief Trouble Maker at the Content Advisory and over a cocktail, Robert shares a thought about making the content donuts. Enjoy! The people: Ian Truscott on LinkedIn and Twitter  Jeff Clark on LinkedIn and Twitter Steffen Hedebrandt on LinkedIn and Twitter Robert Rose on Twitter and LinkedIn The mentions: Modern Product Marketers Roadies or Rockstars? Dreamdata on the web, Twitter and LinkedIn Time to make the donuts ad on YouTube Robert's The Content Advisory Blog Robert's podcast with Joe Pulizzi - This Old Marketing  The music: Piano Music is by Johnny Easton, shared under a creative commons license Stienski & Mass Media - We'll be right back on YouTube Brand New Day by Sting on Spotify Previous episodes, show notes and transcripts are on Rockstar CMO FMand the podcast is available on all your favorite platforms, including Apple and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

In today's episode, listen to an interview with Jonas Gyalokay, co-founder and chairman of Airtame, recorded at TechBBQ 2021. If you've ever been to a meeting room where the person presenting is struggling to connect their laptop to the screen or projector, you understand the pain that this startup is trying to remove. Here are some things we've discussed: Scratching your own itch as the best way to launch a startup B2B focus as a way to hide from the Eye of Sauron Life after stepping down as the CEO of a startup you've founded We hope you enjoy(ed) the podcast! Please feel free to email us with any questions, suggestions, and opinions  to podcast@tech.eu or tweet at us @tech_eu.

In this episode, I'm really excited to have as my guest, Steffen Hedebrandt, Chief Revenue Officer at Dreamdata, a Revenue Attribution Platform that collects, joins, and cleans all data to give an insightful value to your business. Steffen is a subject matter expert in connecting marketing activities with revenue. He has an exceptional growth mindset, is data-driven by heart and loves all parts of scaling the commercial side of a business. A notorious growth hacker with a successful track record of scaling businesses and building teams at Upwork and Airtame, Steffen knows the pain points of rapidly scaling marketing and growth firsthand. In our discussion, Steffen talked to me about: Improving customer experience by knowing your data. Using stories to instigate change The power of ruthless prioritization and focus Listen to the podcast to learn more. https://innovabiz.co/steffenhedebrandt (Show notes and Blog) https://innovabiz.com.au/innovabuzz/ (The Podcasts)

Attila Sükösd is the CTO & Co-Founder at Airtame, the wireless presentation and digital signage platform that makes screens smarter. During all his career, Attila has specialized in making the impossible a reality. He started programming at 11 when his parents gave him his first computer. Since then, he's been passionate about understanding how computers and other machines work. He moved to Denmark with his family at a young age where he graduated from the Technical University of Denmark as a computer engineer. He has always been an entrepreneur at heart, and throughout his career, he has founded a number of startups, with Airtame being the biggest to date. His expertise lies in building high-performing engineering teams, overseeing complex hardware and software products, creating out-of-the-box solutions, and guiding teams through difficult situations with calm, calculated decisions. Attila is a board member and an advisor for a number of hardware/software-focused startups.

Having moved over the last 5 years from a hardware company to a hardware-enabled SaaS platform, Airtame has a change in leadership. With Co-founder and CEO Jonas Gyalokay  moving on to become the chairman of the board, Current CFO, Martin Wagner will fill his boots and take over as CEO of the company. Martin said, and I quote “With a strategic mindset and sharp operational management, we're now preparing to fulfill our growth potential in a post-COVID world, where schools will return and businesses will reopen. I look forward to leading the team as we prepare for an exciting year ahead”. The Irish-American financial services and SaaS company, known to help startups and enterprises alike to accept payments and manage their online business has struck a deal with Atlassian. Atlassian, known for its project management tool Jira and collaboration tools Trello and Confluence, help large numbers of companies to stay organised and focused. In a strategic effort to serve customers better, their CIO Archana Rao said in an announcement that, and I Quote, “We're leaving all things payments to Stripe so our teams remain focused on strengthening our unique sales motion to bring products to markets for our customers,” By exploiting a set of flaws in Microsoft's Exchange software to break into email accounts and read messages without authorization, A network of Chinese hackers are suspected of hacking thousands of emails. Small businesses, government offices and schools in the U.S. as well as state and local governments were affected as a result of the targeted hack. The flaws further allowed the hackers to install unauthorized software on systems.In Mergers and Acquisitions, Canadian company, Wecommerce is acquiring Stamped, a Singapore-based startup known for software that lets online sellers implement loyalty programs and manage customer reviews, for 110 million Dollars. WeCommerce is a listed Canadian company worth over $700 million that owns several Shopify-related services and softwares. Co-founder of Optimizely Dan Siroker has a new startup and it transcribes what you say in your Zoom meeting. The startup is called Scribe, and though it is currently only available with Zoom, Dan and the team are looking to get it working with Google Meet and Microsoft teams and other meeting apps. Their goal, to get a “hive mind” set up for organisations, where ideas and thoughts that are voiced can be searched.

Steffen Hedebrandt is co-founder of Dreamdata.io. Transcripted borrowed from here.For a deep dive into attribution see this article.Phil Gamache:What's up, guys? Welcome to the Humans of MarTech podcast. His name is Jon Taylor, my name is Phil Gamache. Our mission is to future-proof the humans behind the tech so you can have a successful and happy career in marketing.Phil Gamache:Today on the show, we have a super special guest. We're joined by Steffen Hedebrandt. Steffen got his start in the world of marketing doing some SEO and some growth consultancy in the startup world. And he moved to Oslo in Norway to work in sales/BizDev for a company called Elance, which would eventually become Upwork after the oDesk acquisition. And he stayed there for three and a half years and moved back to Copenhagen and took a position as Head of Marketing at Airtame, a wireless HTMI product startup which John and I know very well. And at some point during your time at Airtame, you solved some pretty cool big attribution problems with some custom engines, and you started to get this itch about starting your own company.Phil Gamache:In the summer of 2019, you, Ole and Lars, both former SVPs of Trustpilot made the plunge and started DreamData. So today the main takeaway is going to be that, gone are the days where enterprise companies are the only people who can solve multitouch B2B attribution and tools like DreamData are solving this for startups and SMBs. So Steffen, thanks so much for being on the show, man.Steffen Hedebrandt:Thanks a lot, Phil. Really looking forward to it. We've talked a lot about this topic before. I'm sure we'll get pretty deep pretty fast.Phil Gamache:Like myself, I've evaluated DreamData quite a bit, so I'm super familiar with the platform itself. John, I don't know how much you know about it, but I wanted to kind of start off with your journey a little bit and go back to when you were working at Upwork basically, this big tech role and how different was that from your previous role in the startup world and what did you like most about both roles?Steffen Hedebrandt:From the get-go out of university, I joined the Vintage and Rare, which is basically, or I don't know if they exist anymore, but it was a platform for selling vintage instruments where kind of gathering shops and the shops would then put their instruments up there. And the first craft that I really learned after studying was really SEO because if you have 10,000 instruments, then you really want to have those instruments on top of Google instead of your competitors there. And, I just got super fascinated by actually how big an impact you can have when you understand that Google algorithm and how to friendly manipulate a little bit towards your own business.Steffen Hedebrandt:But, that was an almost bootstrapped kind of project which led me to reading The 4-Hour Workweek by Tim Ferris and dipping my toes into places like Elance and trying to hire people from India and try to connect them with the other freelancers you had in Europe and other freelancers you had in the US and then suddenly you have this web of people all over the world that you have to make work and that's quite a challenge.Steffen Hedebrandt:Fun story, my first job was, I put up a job for a person to add people on Myspace that's set with a guitar in their profile image. Super non valuable, but it was just to test down. So our vintage and rare profile had more followers. I learned a ton there and we didn't make any money, but we were greatly successful on Google and having been there for I don't know how long the was, three years or so. I actually got approached by Elance as they were setting up their European office and asked whether I wanted to join that and try to promote Elance in Europe. And, me being a big fan of the platform, I thought, okay, well, I haven't made any money in the last three years, so, let me go get a real job for a period.Steffen Hedebrandt:So, the music instrument platform was really fixing anything digital, this ads, SEO, et cetera, where Elance's and Upwork was much more the traditional business development like doing PR, doing events, handing over a list of keywords that you would like to have targeted. And so it's a much more you can, say hands-off than the nitty gritty of running your own a platform, but it was really interesting to try to be part of this classical California tech company and see that from the inside. It also got big so I think we were 70 when I started at Elance. And then, when it was Upwork, it was maybe 500. I think my true love lies around the smaller companies where it's bigger from thought action, and you see the impact of your work much faster.Phil Gamache:Something we talk with so much about on the show is the value of small companies. And well, just knowing what you like and the environment that works best for you. You touched on the SEO front. I think, as we talk more and more about attribution in this episode, SEO and attribution that they go together like peanut butter and salty water. It just is such a hard combination to get right.Phil Gamache:How many times in SEO land are you talking to an executive and your trying to explain like the value of SEO and you're like, hey, well, you know that dominating search rankings and owning thought leadership and the brand space that you have there. But then connecting those dots, I think, a lot of SEOs end up thinking attribution a lot because they want to really tie things to that revenue. Maybe you can talk a little bit about how your journey has brought you from SEO into the attribution?Steffen Hedebrandt:Yes. It's like super critical spot on topic for attribution. And I think we also showed some of you, some of this stuff still when we pitched Dreamdata. The main attribution challenge is that there's so few things that we purchase the very first time we experienced it. I'd buy an ice cream on a hot summer day right away. But even just a pair of running shoes you'd go to a couple of sites. You'd maybe switch between your computer and your phone, et cetera. And if we're then talking B2B, which that's what we address with Dreamdata, then we're also talking maybe multiple months, multiple stakeholders, even your teams has multiple touches with the customer as well. And then, very quickly it gets really complex.Steffen Hedebrandt:Just before I go to kind of how we solve it, what we really can see across all our customers is that all the organic traffic works really well to start journeys, but they're so rarely the last step of the journey. So that's where you end up in this disconnect between all the value you actually create by driving a lot of search traffic to the website. But then the sales people is the ones that convert the traffic, and then they get all the reward for closing the deals. But the deals might never have gone there if you hadn't brought in all the traffic.Jon Taylor:And, we go to this data-driven path where we want to see direct lines and businesses becoming so data-driven that we almost detach ourselves from thinking through the real marketing picture. You're right. You come in through SEO and then you download and nurture, you get a couple emails, a campaign, and then you purchase, and then it gets credit to sales call. You're like, "Wait a minute, marketing was involved in this."Jon Taylor:I saw this in my consulting life. I saw a really bad analysis that proved that accountants were the number one customer that we had. But we were an engineering firm. They were just purchasing the product at the end like, "We need more accountants." We do to pay our bills, but this wasn't the actual journey.Steffen Hedebrandt:It's so interesting. What we are after all of us, it's really just knowing the truth about what is going on. Because, when there's transparency into what's going on, then we can also do much more valid conclusions on what to do next and what to stop.Phil Gamache:That's the big word there, like trusting, having the transparency of the data, but also having buy-in from the rest of the folks in the company that they also believe in that data, attribution has such a dark reputation because a lot of folks just say that, a lot of offline purchases are never going to be tracked in this online world and attribution for B2B and for B2C isn't a real thing. So when you were at Airtame and you were trying to solve this, and you built up some custom solutions for this, talk us through like that journey and how you solved those internally and how you convinced folks in the company to believe in the data that it was like legit.Steffen Hedebrandt:I think that was a really interesting journey for me. And I actually have to correct you Phil, because we actually didn't solve that attribution problem. Not before I met my two now partners. They were pitched by our local VC for me to talk to them just to hear them out. I replied the VC saying, "I don't really think they can solve this, but I'll talk to them anyway. Now we're here.Steffen Hedebrandt:So I started out joining this company Airtame that came out of a crowdfunding campaign. So, a day we're spending several money on ads when I started there. And, over the past three years, we ramped that from zero euros a month to around $150,000 a month in ad spend. And what'd you see, is that in your initial spend, then you can kind of okay, do the gut feeling, okay, I turned that up and now we see more money. But as all low hanging fruits are gone, you're firing on all cannons, then it gets really hard to understand whether adding another 10,000 Euros a month is worth it or not.Steffen Hedebrandt:I found myself in... My practical solution was that, as long as I can prove that I'm not wasting money, then I can spend more money. Meaning that, you purchased the device and the website, so if the money I spent equal the money that we made through the ads, then it cannot be totally bad, but I had no clue about what was going on. I judged my marketing spend in the same month as I made the spend, which is completely stupid because, you know the journeys are like three or six months or so, but that was all I had. And that's obviously not a smart way to do it because the dollar you put out today takes six months to kind of... You plant the seed until the sales guy closes the deal. And that's why it's so critical to have some kind of clue on how those dots they really connect.Steffen Hedebrandt:And then, I met these two guys Lars and Ole who had been pioneering you can say, segment the CDP, almost like he was been pioneering it in Europe. He was the third ever enterprise customer at segment. And so at Trustpilot where he worked before, they had been storing all the data of the users on the website, in a database. And Trustpilot also had this problem of, it's a review platform where companies set up a profile and then it took an average 12 months from the set up of the profile until they saw revenue. So they wanted to understand what happened in the period in between, sign up to revenue.Steffen Hedebrandt:And as they solved this problem with the help of a CDP, then you could also start to ask questions. Is there a difference in the channel that they came in from? Is it better to be paid or organic or outbound? Who churns more, who has to hire LTV and so forth? We've been using segment as well and then we plugged in our data into this rough prototype that Lars and Ole had from Trustpilot. And what I could see there was actually, a good example is that, in the beginning of that year, I set up a content team with two writers, a videographer, a designer, and an editor for the team. And I've just been looking at [inaudible 00:13:33], looking at, our rank went up or we're getting more organic traffic. But, the CEO would be like, but I can't pay my salary [crosstalk 00:13:44] takes you guys have. But what we could see with that DreamData prototype was that for example, we had an alternative game, so Airtame versus another product, and we could see that those articles were actually massively valuable because ultimately, they ended up becoming into deal [inaudible 00:14:03] closed one.Steffen Hedebrandt:The only thing you can see in Google analytics is that those pages were visited. So the conclusion out of Google analytics would be to say stop that project, fire those people don't do it anymore. But in fact, one article started journeys for $60,000 within a year. So that's why it's so extremely important that you're able to connect those dots all the way from the first touch all the way through to revenue.Phil Gamache:I think you were describing a situation that I'm sure most of our listeners are very familiar with, that tangle of attribution and proving the value. One of the things I'd like to talk a little bit about is, where does Google analytics fit in the journey. It's almost table stakes for digital marketing, but you're right, it could lead you to some very poor decisions if you're not looking further down the funnel. How have you helped other people, or how do you approach the maturity curve from Google analytics into a segment, into a DreamData.io, into a HubSpot and connecting all these dots?Steffen Hedebrandt:This is one of the biggest challenges we have at DreamData is, kind of educating the market, meaning that telling people that Google analytics is close to useless in a B2B company.Steffen Hedebrandt:Let me start like this, do your customers purchase the first time they see something or do they need to do multiple research? Yes/No. Would they be using multiple devices in this journey? Yes/No. Would there be more people involved in taking this decision? Yes/No. Would your salespeople also be involved in this journey as well? And as you start to list all these bullets, then Google analytics starts to crumble quite severely.Steffen Hedebrandt:So to answer the question, I think it's also like an educational path and kind of an internet maturity thing. Because, now CDPs are blowing up and which helps people understand that you can actually have one person that then owns two devices that you can then start to understand if that one person, the next step is then to associate these people with for example, an account as you do in B2B. Does that make sense, Jonathan?Jon Taylor:Absolutely. Absolutely. It describes the universe that I occupy all the time and other organizations. It's also the technical issues. You described a scenario that even if you were a hundred percent aligned on everything, you're saying there's a technical issue. So I'm curious about the technical problems that you see. And obviously I'd love to hear more about how DreamData could solve that problem.Steffen Hedebrandt:But it's also kind of, it is almost like a consultancy expression, like change management process, because, man, now the CEO, he learned the Google analytics 10 years ago and it was actually okay 10 years ago because people only have a few devices.Jon Taylor:There's nothing more dangerous than a CEO and in Google analytics.Steffen Hedebrandt:But you basically have to tell a lot of the organization that you have to unlearn what you know right now and think about stuff in a different way. That is one of the biggest challenges selling our tool. It's kind of a new category, so there's not a natural spot in the budget for software for it. So that's kind of what we're trying to carve out.Phil Gamache:Yeah. Where that budget fits in is really interesting because, one thing that you've told me Steffen that really changed the way that I pitched attribution solutions internally is that, this isn't a marketing problem to solve. This isn't just on marketing to prove is content driving this, or where trials starting from.. This is a company problem and we're trying to figure out where the company is driving growth and we want to double down on those things and we want to figure out, what is driving trials? And so instead of it just always being marketing have to like come up with this battle and we need budget for this, it should really be more of this holistic approach. We need to solve this as a company.Steffen Hedebrandt:When you talk B2B, I think what this one is all about is actually being able to collect data of a full journey, meaning that you gather every single touch point then it's an opinion about what was important afterwards, but it starts with you actually storing your data and putting every single touch into a timeline. And then it can be kind of opinionated, whether which attribution model or so to use, but it starts with you actually getting out of a habit of having these cowboy salespeople with a phone that just like all the people and getting them into kind of air coal or something else. Taking every single touch you have and make sure that it's digital and make sure that it's stored somewhere so you can actually start to model it at a later point.Phil Gamache:It's super cool. So we touched on a little bit like the analytics maturity path that some of these companies go through. We talked about GA and, we throw shade at GA, but for a lot of companies that are in that startup stage that are less than 10 people or less than 20 people, an end-to-end multi-touch attribution solution isn't at the top of their list of priorities. They will just be using GA maybe they're like upgrading and relying on some UTM codes to track and see last touch and first touch. But, the end-to-end model where you can have all those touch points in the middle and then aggregate all those to a domain level, that's that's where the sophistication of needing to set up the data infrastructure, or a data warehouse where you can combine all of those touchpoints together.Phil Gamache:So why don't you touch a little bit on the service side of DreamData, the Google big query service type of package that needs to get done before you can get to the Nirvana of attribution that the visualizations kind of present.Steffen Hedebrandt:What we're trying to do with our product is incredibly ambitious because we holistically want to have every single touch that any account has any place. So, the way we do two things you can say, and then we glue those two things together. One is that we have a script that you put on your website, and this script starts to assign anonymous IDs to every visitor. And then we start to record what is this anonymous ID doing? If that anonymous ID at some point identifies themselves through a form of demo call or download depo et cetera, then we ask for permission to go look at what they did while they were anonymous. And now, as we know who they are, we can also associate them with an account. So you have this multitouch profile of just one individual that it's then put into the timeline of what does everybody from one account doing.Steffen Hedebrandt:And this is all stored in Google big query. So, you build your history off every single visitor on your website. Where did they come from, where did they go and what did they look at and so forth. So you have those touch points component.Steffen Hedebrandt:And then the other important component is what takes place everywhere else in the organization, meaning in your CRM, in your automation system, in your outreach software, in your customer success software, in your calling software. Because those are also touches that is going towards one account, and you actually want to mix all of that up to find every single touch that is part of an account journey and then map that into a nice clean journey. And with all that in place, you can start to do this analysis that we as marketers like to do, meaning that how's the ROI on Google ads? How's the ROI on a specific Google campaign? You can do that because all the campaigns arrives with a click ID, and then we can look up the click ID and see if it was part of any one journey or not.Steffen Hedebrandt:Same methodology applies to organic search as well. We use the tool ourselves a lot to do a business development because we can see which accounts are active and we can see who was it and what did they do from that account. So when your salespeople call them up, they will have something relevant to say, or when they send them a mail, they will know which campaign they actually reacted to and so forth. How does that answer?Phil Gamache:That's super cool. I think that there's a ton to unpack there, for sure. One of the things I want to highlight there that I think DreamData does better than a lot of your competitors in this space is this kind of company level sort of aggregation. You mentioned so many touch points in the B2B world, there's the end user who's going to go on your website first and he's going to look at a couple of blog posts, and then he's going to send a blog post to his technical implementer. And then that person's going to need to get the buy in from the director. There's so many people in the company involved in that. And if you're only looking at the purchaser and their journey, you're not getting the full picture of who is that first person in the company who was on the website.Phil Gamache:Can you touch on that, like super quickly? How does DreamData accomplish that? How are you able to aggregate those multiple touch points from different people all into one account and how are you doing this with reverse IP, everyone working from home now and not being in the same IP. How are you guys solving that.Steffen Hedebrandt:Let me try to remember all the questions in that one question, otherwise remind me. If we start with the script on the website and the way we link users to accounts, we have a hierarchy assess CRM where we would look you're up. So, normal CRM being obviously the first CRM, but you might also have HubSpot and you might also have Intercom and so forth. So, we get with the customer define what is the primary CRM, and then we'd say [inaudible 00:24:41] at a close IO and look to see in the CRM if we can find a connection there, then it's sorted.Steffen Hedebrandt:And if Jonathan comes along and he's not in the CRM, but he actually started to sign up to HubSpot so he receives some emails, in there we then discovered that Jonathan is also associated to close IO. If that doesn't work, then we can start to just look at the domain and say, okay, that domain is close IO. If that doesn't work, then we have an access to an IP database that we look up as well. So we do all of these things simultaneously all the time.Steffen Hedebrandt:And then, as we connect the user to to the company, then one user might have touch or in the timeline, touch one, three and five, and the other user would have touch two and four. So we organize it by timestamps, which activities took place. And that's kind of how we overcome this burden of you putting your ad spend on one person and then his boss comes with the credit card afterwards and pay you.Phil Gamache:Gotcha.Jon Taylor:One of one of the things that I observed when I did a stint as a Marketo consultant and marketing automations consultant, everyone's talking about ABM. One of the things that there's a little graphic that we're all looking at here, we should tweet this out when we do the episode. But in my opinion, you also start to see this type of attribution unlocking other capabilities. You have the ability to then, hey, now I can do account based marketing, because I actually know what works. I have a buyer cycle that's more sophisticated than just one ad for one person.Jon Taylor:I also feel like you start to get permission to do things internally within the organization. Hey, let's do some brand. We know that these things are working well, let's do some brand advertising. Something small companies don't always get to do. Do you want to talk a little bit about how you see this with your customers? You reach this Nirvana state, what starts to happen beyond just knowing more?Steffen Hedebrandt:Let's say that we are providing the best data set available to explain what's going on. Still, then you need humans to act on what the data is telling you. And, sort of the best of the cases we have, people go out and act afterwards, meaning that, hey, this, a Google ads campaign is actually thriving. Deals, let me turn up the spend on that campaign and try to make similar campaigns even as well. Or it could be to say, discover those pieces of content that drives deals. Let's do more of those. But we do also have customers who's not kind of acting enough on what the data is actually informing them. So what we're looking at now is to do some... Can we recommend stuff? This is like an outlier in terms of positive performance, do more of that. This is outlier in terms of negative, you should probably do less of that.Steffen Hedebrandt:Somewhere down the line, as we pitch to VCs, we also talk about revenue automation. Whereas, we believe that this data set is the data set that knows the most about like the commercial bit of your business. Some, given we know this, then we should also be able to buy more of your ads, depending on early signals of how those ads are performing or not.Steffen Hedebrandt:It could also be like stuff like what if scenario so say, we do a data model where you... You act like you set a budget to double, and then you predict how much revenue would come out of it. But that's further down the line of stuff that you can do. But the data is only as impactful as the people who react to the afterwards, I think.Jon Taylor:You touched on this earlier, and I think that was such a good point. You're educating the market as much as you're doing, you're solving a technological problem. Marketers exist at this interesting intersection, the skillsets that marketers have often put us direct contact with the pain points, but sometimes technically, the problems are very hard to solve. I know I'm not a data analyst by any stretch of the imagination, so the idea of, I don't know, predictive or alerting, or some sort of notification that helps to take some of the thought and some of the debate of these conversations. You're sitting at the CEO table and you're trying to figure out how to position this data. And, you're also in your own head thinking, am I really the expert here? You kind of have that self doubt. How does a vision of your platform, I think, jive with that type of marketing future?Steffen Hedebrandt:I think actually, we like to think of ourselves as almost the CTO for the CMO or kind of, let's take care of all this really hot stuff for the marketing people so they can just skim the cream and then do more of what works and stop doing what didn't work. But the truth can also be painful sometimes. If we thought to tell people, look, this is actually not driving revenue, then that can also be a problem. That's a cool thing here would be to kind of celebrate these lead ad campaigns that gathers a ton of emails, but when you look them up, there's no connection to one deals at all, but the marketing agency would say it was a success, but because you got a 100 new emails or something like that.Jon Taylor:Enter in hand wave brand-building right?Phil Gamache:So, with kind of several customers now that are set up using DreamData, what insights can you share for our listeners on trends that you've seen across customers kind of on an early basis? I know when a customer gets set up, it's probably a X amount of months until they start seeing data kind of populate. And, once the data warehouse is set up, share some insights on things that you're seeing so far, what's the typical time to revenue or what models do you see customers using the most?Steffen Hedebrandt:I'll try to say a couple of things. I think first of all, people are surprised by how long the research phase is or the phase where people are anonymous. People normally tend to understand from the moment we got that email into sales, then we converted within two months or so. But, the research phase is easily three or four months before that, which means a ton in terms of if you're trying to hit budget in the last quarter and you haven't done your marketing investment, then it's too late actually to start the journeys. So, the ramp time of the seeds you plant are actually longer than you expect.Steffen Hedebrandt:Then, I would say, all the stuff you can do that is focused on high intent is the stuff that actually kind of works. What I mean by that is, low funnel stuff is really where you should start. For example, an example is these alternative articles. Even though the volume is small, they're insanely valuable because if you're searching for an alternative to an already established brand, the intend you arrive to your website with is super big and I can't probably make money on it. Where a lot of companies, they try to go for volume, or volume at the cost of your going wider as well. And a ton of those stuff is just waste of money.Steffen Hedebrandt:And then, the overall trend is really that people have no clue about how valuable their organic and paid efforts are, because it's not connected from when you are anonymous to close one deals. A lot of people are under investing in this stuff because they cannot prove it. So they are growing a lot slower than what they actually could be if they could see like five X, the return of what they're seeing today.Phil Gamache:You touched on so many interesting points. As an SEO as well, we often get a bit of a rap for always going after a quote unquote, big keywords, high volume keywords. But when you see it at the end of the day, you're always grounded back to, "Hey, you got to do more stuff for the customer." They're asking salespeople's questions. We can answer them in a top of or bottom of funnel kind of posts. How do people react to some of this news when they start seeing, Oh crap, this isn't working. I thought this was my... My ego is attached to this work as well.Steffen Hedebrandt:Actually, what I was just about to say is that across our customers, Facebook really doesn't seem to work. There's components to that. One thing is that Google ads out of the box, that's the clique ID, whereas on Facebook, you need to actually set a click ID manually, which makes it harder to attribute. But across the board, Facebook is really not driving a lot of B2B revenue compared to Google.Steffen Hedebrandt:And yeah, as you said, Jonathan, that also leads to debates kind of, "Hey, I used to regard this as a success, but you're saying it's not a success. I don't trust you."Steffen Hedebrandt:Another problem is that we will never get to 100% without an attribution tool. So kind of people sometimes freak out if they know one data point that should be in the journey that it's not there. And they're like, okay, good. I'm not using it then. Whereas, you should think about it more as a statistical framework that takes you from knowing 10 or 20% to knowing maybe 70 or 80% as to kind of when you act on the data, it's still leading you towards a good place. But, they tend to freak out about, if they remember one single touch that, "Hey, I saw him at that place and he's not in that journey." And then obviously we need to do everything we can to get the data quality super high, but you're just never going to get to 100%, not even with the perfect tool.Phil Gamache:Yeah. There's podcasts like this one, there's no intent attribution on podcasts. There's no attribution on sending a text to your buddy who's using this platform and asking him for a candid review on it. There's always going to be these offline sources that a tool can track for every company.Steffen Hedebrandt:100%. We only do, you can say deterministic attribution, stuff we can prove happened. Like old school, what's it called, the old school marketing guys that would do TV ads or radio ads. They would do these guesstimates of... I guess it's causality that they say. I spent this money, now we make this money. And, whereas we're in the business off, we can actually prove it. That was click, that was revenue, whereas the others, did you hear this Freakonomics podcast that came out a couple of months ago?Phil Gamache:No, I don't think so.Steffen Hedebrandt:That was fun. But, they found out that for some companies, even though the best day was kind of Thursday or Black Friday or something like that, but it's because it's like correlate, then you spent more money on ads, but it actually is just because it's correlates with this is the time of year when people spend more. There's no impact [crosstalk 00:36:21].Phil Gamache:Well, that's crazy. Maybe we can end on this question. One of the things I see a lot about like debates around attribution is the modeling around it. When companies are building these custom solutions internally, they're forced to pick one model. So a first touch or multitouch, or like W shape. What I think that DreamData does super cool is this ability to just quickly on the fly change your attribution model when you're looking at a visualization. So can you touch a bit on why you guys went around that routes and, are customers loving that?Steffen Hedebrandt:I think this is actually kind of just out of the box. One of the biggest revelations that we give to people is that we help them compare attribution models. So say for paid, we'll show you five different attribution models for the paid channel right away. So we'll show you the first touch next to the last touch next to a dog reshape next to linear next to U-shaped. The answer is that depending on how you look at it, it's true that the ad started the journey, but it's also true that the ad was not the last touch. The essential bit is that you have all the information available, meaning you have the full journey and then you can then have different kinds of analysis purposes that you're trying to solve.Steffen Hedebrandt:Meaning that, if I want to understand which ads to buy more of, I think actually a first touch model is fairly legit to look at because you just want to see where the journey starts from. And then you want to do more of that. Whereas if you're looking at it from an ROI perspective, maybe you want to do a W shape, meaning, so it's touch first, conversion last conversion, et cetera. So my answer is always that you should look at all the attribution models before you decide on doing something because they all represent different parts of the truth.Phil Gamache:I love it. We'll end on this last question before we let you go,. We like to ask all our guests how they stay happy in their career and in their professional lives. You're a super busy guy. You're CRO of a company just founded a of years ago. You just got a nice big round of funding. Congrats on that, you're talking to VCs, how do you manage all this stuff? How do you stay happy in your life?Steffen Hedebrandt:Good stuff. I think I'm a little bit gifted also by being naturally motivated to continuously improve. But I guess by being in a startup, I'm just constantly motivated by, "Hey, here's an idea. Let's try and build it." And then unfolding creatively is so rewarding for me. And then seeing the result, Oh, fuck that worked or that didn't work, let's try to do more. Can we beat last month and so forth?Steffen Hedebrandt:I think because everything is so transparent in a startup, it, matters a lot whether you show up or you don't show up. That really, really motivates me. I just had a kid 20 months ago. I used to have a lot of time to then run or do CrossFit or something like that, which was a great outlet for me when you kind of feel, Oh fuck, I'm a bit full now. If you have time to do exercise a lot, because there's a lot of natural chill coming after doing so, now with a kid that's kind of... I think getting a kid has actually made me a lot better at prioritizing kind of like you've default to what drives revenue.Steffen Hedebrandt:Also, I kind of thought you would spend time on, got to get this small thing right. Nowadays, does this correlate with more revenue in the SNL and then I stay focused on those tasks.Phil Gamache:It's such a good answer. I love the aspect around the kids as well. There's this change in mindset once you start having children. As somebody in a fast paced startup you... One of my colleagues always says, I love this line actually. She says, "I'm super lazy."What she means is that she's not going to spend an ounce of effort on anything she doesn't think is going to provide return. I love that perspective and I love the perspective you shared on happiness. I think there's so much wisdom to unpack in what you just said.Phil Gamache:Steffen, thanks to you. Tank you so much for being on the show, man. We'll add in the show notes the website, DreamData.io where people can go check it out. I know you're active on Twitter and LinkedIn, so we'll drop links there, but thanks a lot for your time and really appreciate it.Steffen Hedebrandt:I really appreciate the invite, thanks. --Intro music by Wowa via Unminus

1) Tony’s Fired Up about CYBERSECURITY PANIC 2) Connecting your computer wirelessly to a display a) Barco ClickShare - https://www.barco.com/en/clickshare b) Mersive Solstice - https://www.mersive.com/products/solstice/ c) Crestron AirMedia2 - https://www.crestron.com/Products/Featured- d) Solutions/Airmedia e) Airtame - https://airtame.com/ f) Apple TV - https://www.apple.com/shop/buy-tv/apple-tv-hd/32gb g) Miracast - https://www.microsoft.com/accessories/en-us/products/adapters/wireless-display-adapter-2/p3q-00001 h) Look at rooms differently - not one solution for all spaces i) Hurdles for schools and companies

In this weeks episode, we’re joined by Attila Sukosd, the CTO and co-founder at AIRTAME, sharing the story of breaking things - from early mechanical devices to crowdfunding records in Vegas. We get to hear what it’s like being a technical co-founder with all the trials and tribulations of growing and scaling an international company from Denmark, and the story of AIRTAME from it's conception to future growth plans. --- Send in a voice message: https://anchor.fm/dk-gamechangers/message

Kompot nr 56 podano do stołu! W tym odcinku za smak napitku odpowiadać będzie jedna z ciekawszych technologii Apple — AirPlay. W zeszłym roku firma zaprezentowała kolejną odsłonę bezprzewodowego strumieniowania mediów, wzbogacając AirPlay 2 o m.in. wsparcie dla odtwarzania na wielu odbiornikach jednocześnie (tzw. multiroom audio), więc uznaliśmy za stosowne przypomnieć początki, wskazać różnice i wypunktować zarówno zalety jak i ograniczenia tej technologii. Garść linków: Witryna Apple poświęcona AirPlay, Strona wsparcia Apple poświęcona AirPlay, Odtwarzanie dźwięku na wielu głośnikach za pomocą funkcji AirPlay, Aplikacja Rogue Amoeba Airfoil, AirMyPC - klonowanie AirPlay ekranu komputera z systemem Windows do AppleTV lub odbiornika ChromeCast, TuneBlade - Streaming dźwięku z komputerów z systemem Windows do odbiorników AirPlay, Sprzętowy odbiornik bezprzewodowego strumienia audio-wideo - Airtame, Microsoft Wireless Display Adapter, Squirrels AirParrot - bezprzewodowy streaming audio-wideo z Maca i PC na Apple TV / ChromeCast, Squirrels Reflector - odbiornik (m.in.) AirPlay dla Mac/PC/Android/Amazon FireTV, Uniwersalny odbiornik AirPlay - AirServer, Splashtop Mirroring360 - streaming/bezprzewodowe udostępnianie/współdzielenie ekranu z urządzeń mobilnych na komputery. Nasz podcast znajdziecie w iTunes (link), możecie też dodać do swojego ulubionego czytnika RSS (link), wysłuchać w serwisie Spotify (link) lub przesłuchać bezpośrednio w przeglądarce (link). Zapraszamy do kontaktu na Twitterze: Remek Rychlewski @RZoG. Marek Telecki @mantis30. Natomiast całe przedsięwzięcie firmuje konto @ApplejuicePl. Jesteśmy również dostępni dla Was pod adresem e-mail kompot[at]applejuice.pl

Airtame, Sleeknote og Obsidian arbejder med content marketing på forskellige måder - både i forhold til kvalitet, kvantitet og outreach. Hør de 3 tilgange og hvordan vi måler effekten af arbejdet i EP #264 af Marketing Brief.

Airtame har netop lanceret Airtame 2. En ny og forbedret version. Vi taler med CMO Steffen Hedebrandt om hvorfor - og endnu mere spændende, hvordan de marketing-wise har planlagt lanceringen af det nye produkt. Vi kommer bl.a. ind på brug af e-mails og Facebook ads, Producthunt og budgetoptimering.

Download episoden Steffen Hedebrandt - CMO i Airtame - er gæst i EP #220 af Marketing Brief. Vi kommer omkring dengang Steffen brugte 250.000 kr. på Display-annoncering i en måned; Steffens og Emils linkbuilding-væddemål; og de nye praktikanter i Airtame efter sommerferien. Lyt med her!

Jonas Gyalokay er en 28-årig CEO i IT-virksomheden Airtame. Han har desuden en kone og to børn, så der har været nok at se til! Utrolig inspirerende mand med værdierne i orden, hvis jeg selv skal sige det. Tag rigtig godt imod Jonas:

Steffen Hedebrandt sidder med ansvaret for via digital marketing at skaffe nye kunder til Airtame. Airtame har skabt en voldsom vækst i et konkurrencepræget marked, og de vandt i 2017 prisen som bedste eksportcase ved FDIHs prisuddeling. En væsentlig del af årsagen til deres succes ligger i mindsettet "Go big or go home".

Steffen Hedebrandt sidder med ansvaret for via digital marketing at skaffe nye kunder til Airtame. Airtame har skabt en voldsom vækst i et konkurrencepræget marked, og de vandt i 2017 prisen som bedste eksportcase ved FDIHs prisuddeling. En væsentlig del af årsagen til deres succes ligger i mindsettet "Go big or go home".

Conference Overview- California Educational Technology Professionals Association, Pasadena, Ca Nov. 14-17, 2017 Astronaut Fun! Overall take on the conference Tom's Take Away- John Morgan and the One thing they did at Capo Unified to make their PD great and timely and applicable to their whole organization Mike's Take Away-1:1 Rollouts by other districts, Andrew Schwab, wireless shoutout (Unite, Apple TV, AirTame, ScreenBeam, NovoPro), Capstone w/ Capo USD, Future Ready (Rocklin, Pomona, Davis school districts) Exhibit Hall Madness! IACUE Presentation and what to expect and how to visit us Flipgrid Ambassador and licenses  

Denne episodes gæst er Steffen Hedebrandt, én af Nordens førende eksperter i freelanceøkonomien. Steffen er i dag CMO i startup'et Airtame, som bl.a. står bag en af verdens største crowdfunding kampagner, blogger på Børsen og tidligere været Nordisk direktør i freelanceplatformen Upwork. Han er flittig bruger af freelancere, og fortæller i denne episode om ledelse på fremtidens flydende arbejdsmarked, hvor de dygtigste teams er agile og består af en kombination af faste medarbejdere og freelancere: > Sådan bruger nogle af verdens førende virksomheder freelancere > Sådan leder du et agilt team bestående af både freelancere og faste medarbejdere > Sådan bruger vi selv freelancere i startup'et Worksome > Hvorfor fremtidens dygtigste talenter vil have 100% frihed under ansvar > Hvorfor fremtidens vindervirksomhed har brug for en stærk strategi for brug af freelancere   Denne podcast er produceret af Worksome - Danmarks Robo Recruiter Læs vores seneste blogpost: 5 workforce development trends to watch

Når du skal sælge internationalt og reelt skal vokse måned for måned i salg, skal du prioritere. Men hvad virker og hvad virker ikke? Det arbejder Steffen Hedebrandt hårdt med i Airtame. Få hans gode råd og oplev hans nysgerrig hed i ugens Help Marketing. Indlægget HM158: Sådan sælger du internationalt blev vist første gang den Nochmal.

Am vorbit cu Patricia Iordache, Marketing & Partnerships Manager la Airtame. Airtame este un start-up din Copenhaga, Danemarca, cuprinzand un numar de 40 de oameni, dintre care si 7 romani, toti dedicati realizarii unui device de screen sharing destinat mediului Business si Educational.

Download episoden Med et marketing dashboard - via fx Klipfolio, Geckoboard m.fl. koblet sammen med en Airtame - har du mulighed for hele tiden at holde øje med væsentlige KPI'er i din virksomhed. Hvad gør Sleeknote og Obsidian? Det taler Halfdan og Emil om i EP #68 af Marketing Brief.

Download episoden Retargeting er kilden til evig ungdom, men alligevel har vi ikke taget et dedikeret afsnit endnu - det ændrer sig i dag. Med Steffen Hedebrandt fra Airtame taler vi om retargeting på Facebook, Instagram, Twitter m.v. - alle de gængse sociale medier. Selvfølgeligt ud fra konkrete, personlige erfaringer.

Download episoden Steffen Hedebrandt er CMO hos danske Airtame, der laver en gadget til trådløs HDMI. I episode #42 taler Halfdan, Emil og Steffen om, hvorfor du ikke skal tjene penge på din markedsføring i 2017 - det er i hvert fald Steffens mening. Det hænger sammen med attribuering - og mangel på samme.

I denne episode snakker om cirkelvideo fra Snapchat, svensk moms eller manglen på samme og nyt lir fra GoPro. Ugens tema er tabergadgets og det er ikke helt så simpelt som det lyder. - Snapchat Spectacles (Snap Inc.): https://www.snap.com/news - Snapchat Spectacles (The Verge): http://www.theverge.com/2016/9/23/13039184/snapchat-spectacles-price-release-date-snap-inc - Snapchat Spectacles (Product Hunt): https://www.producthunt.com/tech/spectacles - Svensk lovforslag (iFixit blog): http://ifixit.org/blog/8405/sweden-repair-tax/ - Svensk lovforslag (The Guardian): https://www.theguardian.com/world/2016/sep/19/waste-not-want-not-sweden-tax-breaks-repairs - Nye ting fra GoPro (GoPro): https://gopro.com/ - Nye ting fra GoPro (Wire): https://www.wired.com/2016/09/gopros-karma-drone-new-cameras-look-mighty-hot/ - CloudMagic → Newton: https://blog.cloudmagic.com/2016/09/14/cloudmagic-is-now-newton-and-its-a-big-change/ - Airtame: https://airtame.com - Avegant Glyph: https://www.avegant.com - FLIC knap: https://flic.io - SONY Smart Watch 3: http://www.sonymobile.com/dk/products/smart-products/smartwatch-3-swr50/ - Dubsmash til iMessage: https://www.dubsmash.com/imessage?ref=producthunt - Glæden ved at eje en gammel Mac: http://gizmodo.com/the-joy-of-owning-an-eight-year-old-macbook-1766237222 - Installér Sierra på en gammel Mac: https://www.youtube.com/watch?v=eQz5OQHOTAA&app=desktop / - MiniPoll til iMessage: https://itunes.apple.com/dk/app/minipoll/id1150459414?mt=8 Find Rocket Cast her: YouTube: http://goo.gl/WLJL5E Web: http://rocketcast.dk/ Facebook: http://www.facebook.com/RocketCast Twitter: http://twitter.com/rocketcast Rocket Cast på iTunes: https://itunes.apple.com/dk/podcast/rocket-cast/id655697603?mt=2