Podcast appearances and mentions of steffen hedebrandt

Steffen Hedebrandt, Cofounder and CMO at Dreamdata discusses how to align SEO to B2B revenue attribution. In this episode, Steffen shares his perspectives on aligning SEO strategies with B2B revenue attribution models, best practices for integrating SEO with revenue attribution in B2B, key metrics to focus on for SEO in B2B revenue attribution. The conversation highlights which metrics are crucial for SEO operators to monitor to directly tie SEO efforts back to revenue generation, impact of SEO and revenue attribution alignment on marketing ROI, and common challenges in aligning SEO with revenue attribution and solutions. Show NotesConnect With: Steffen Hedebrandt: Website // LinkedInThe Voices of Search Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // Twitter See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Steffen Hedebrandt, Cofounder and CMO at Dreamdata discusses how to align SEO to B2B revenue attribution. In this episode, Steffen shares his perspectives on aligning SEO strategies with B2B revenue attribution models, best practices for integrating SEO with revenue attribution in B2B, key metrics to focus on for SEO in B2B revenue attribution. The conversation highlights which metrics are crucial for SEO operators to monitor to directly tie SEO efforts back to revenue generation, impact of SEO and revenue attribution alignment on marketing ROI, and common challenges in aligning SEO with revenue attribution and solutions. Show NotesConnect With: Steffen Hedebrandt: Website // LinkedInThe Voices of Search Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // Twitter See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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 ⁠⁠

How can B2B marketers navigate and measure your impact on long, complex B2B buying cycles? This week we sat down with Dreamdata We sat down with Steffen Hedebrandt, Co-founder and CMO of DreamData. We explore the complexities of long B2B buying cycles, innovative strategies for demand generation, and how to measure marketing impact across the entire funnel.Steffen shares invaluable insights from Dreamdata's own growth journey, discussing everything from early-stage marketing tactics on a budget to leveraging content collaboration and the rise of B2B influencers. We also delve into Dreamdata's unique approach to weekly live events and how they've become a cornerstone of their content strategy.Tune in and learn:+ How to navigate and measure success in long B2B buying cycles+ Strategies for moving from bottom-funnel to full-funnel marketing+ The power of content collaboration and B2B influencer marketingThis episode is a must-watch for any B2B marketer looking to drive sustainable growth and prove their impact on revenue. Steffen's practical advice and real-world examples make this a goldmine of actionable insights for marketing teams of all sizes.-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 The Key to Sustainable B2B Growth03:09 Unveiling DreamData: B2B Customer Data Platform06:12 Navigating Long B2B Buying Cycles09:30 Building Trust with Future Buyers: DreamData's Strategy13:40 From Bottom of Funnel to Full-Funnel Marketing17:28 Early Stage Marketing Tactics on a Budget21:15 The Dual Approach: Exploit and Experiment24:50 DreamData's Weekly Live Events Strategy28:00 The Power of Content Collaboration29:40 The Rise of B2B Influencers and Creators32:30 Measuring Mid and Upper Funnel Activities34:40 Qualitative Proof: Capturing Customer Feedback36:00 Closing Thoughts and LinkedIn Connection-----------------------------------------------------

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.

Welcome back to "Accelerate Your Business Growth"! In today's episode, we have a very special guest, Steffen Hedebrandt, CMO at Dream Data. Steffen is an expert in connecting marketing activities with revenue and has a deep understanding of scaling the commercial side of a business. We're excited to dive into the fascinating topic of revenue attribution and the customer journey. Together, we explore why it's essential for business owners to understand their customer journey map, the significance of attribution modeling, and how to track customer touchpoints effectively. Steffen also shares valuable insights into current B2B marketing trends and the importance of targeting the right audience. This episode is packed with actionable strategies to help you optimize your marketing efforts and drive real business growth. If you are a small business owner or salesperson who struggles with getting the sales results you are looking for, get your copy of Succeed Without Selling today. Learn the importance of Always Be Curious. Accelerate Your Business Growth is proud to be included on the list of the 45 Best Business Growth Podcasts. Each episode of this podcast provides insights and education around topics that are important to you as a business owner or leader. The content comes from people who are experts in their fields and who are interested in helping you be more successful. Whether it's sales challenges, leadership issues, hiring and talent struggles, marketing, seo, branding, time management, customer service, communication, podcasting, social media, cashflow, or publishing, the best and the brightest join the host, Diane Helbig, for a casual conversation. Discover programs, webinars, services, books, and other podcasts you can tap into for fresh ideas. Be sure to subscribe so you never miss an episode and visit Helbig Enterprises to explore the many ways Diane can help you improve your business outcomes and results. Understanding Customer Journeys: "Attribution, the discipline, is about mapping all the touches that took part in the customer journey and then assigning different values to them depending on what it is that you're trying to study." — Steffen Hedebrandt 00:04:33 Learn more about your ad choices. Visit megaphone.fm/adchoices

Chris joined Steffen Hedebrandt live on LinkedIn to discuss what matters this year, and how it's changed from past years. They discuss the latest breakthrough in AI-powered demand generation tools, offering a glimpse into the innovative solutions crafted at Refine Labs and Passetto. The talk pivots around essential changes in B2B marketing strategies, where Chris uncovers how building a vibrant community and fine-tuning to market feedback is more revolutionary than soaring ad budgets. Chris delves into the specifics, arguing that the economic downturn is beckoning B2B tech companies to reassess and rigorously scrutinize go-to-market investments. He plants a flag on the importance of aligning sales velocity with market signals, articulating two fundamental shifts which are reshaping modern B2B marketing. The conversation pivots around the 'signal analytics' arena, positioning it as the future of pinpointing prime marketing opportunities while sidelining less effective, resource-intensive strategies. If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you're working through, make sure to attend this weekly event every Tuesday at 12 central. Register here. Can't make the event but have a question for Chris? Submit it here. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

In this week's episode, Ian Truscott and our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester Jeff Clark discuss some data about the “B2B Marketing Lag” published by Dreamdata. The stats that Dreamdata shared that caught our eye: // Only 37% of revenue is impacted within a quarter. // It takes 6 months for 50% of revenue to be impacted. // 25% of the revenue impacted by marketing touches will not be generated within a year // B2B customer journeys are 192 days long on average And, spoiler alert! As the blog post shares: “the marketing strategy you're executing in Q1 will hardly influence revenue in Q1. Most of it won't even influence revenue in Q2. Some of it won't even influence revenue this year”. Ian then winds down the week with Robert Rose, Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar who over a cocktail shares a thought about the strategic application of AI to your content marketing.  Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // Dreamdata blog post: New data: Testing the B2B Marketing time lag // Interview in episode 103 with Steffen Hedebrandt, the Co-Founder and CMO of Dreamdata // Robert's firm: The Content Advisory // Robert's podcast with Joe Pulizzi: This Old Marketing  // Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: // Rockstar CMO on the web, Twitter, and LinkedIn // Previous episodes and all the show notes: Rockstar CMO FM. Track List: // Piano Music is by Johnny Easton, shared under a Creative Commons license // We'll be right back by Stienski & Mass Media – on YouTube // Clocks by Coldplay - on YouTube Listen on Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices

Search Engine Optimization; Demand Generation; and Content Marketing. Most of the conversations in this first season of the podcast have delved into one (or more) of these three key areas of marketing.In this final episode of Season 1, Steve selects a sound bite or two from each of his interviews,  to remind everyone how smart his guests are! And to zero in on the #1 takeaway from each episode. He recaps his discussions with marketing practitioners, business owners, and an author. And he looks forward to 2024...and Season 2 of the podcast.Clips from previous episodes include interviews with Charley Karpiuk, Katie Kingsberry,  Gia Laudi, Joan McGeough, Steffen Hedebrandt, Jesse Park, and Nikki Fabrizio. And they highlight discussions around how AI will impact SEO; how to run a better Google Ads campaign; asking your customers why they need your product; what a branding project looks like; why attribution matters; and how to maximize your investment in content marketing.Some of the key areas the guests talk about:Generative AI should not be used as a content generation tool for SEO, as it can be easily detected by search engines and deprioritized.Relevancy is crucial in Google Ads campaigns, with an unbroken line of relevancy between search terms, ad copy, and landing pages leading to successful campaigns.Messaging should be based on customer insights and experiences, rather than assumptions made by founders or marketers.Branding encompasses every experience that an audience has with a company, including visual, auditory, and emotional aspects.Customer stories can be found by working closely with sales teams, leveraging online reviews, and conducting interviews to gather authentic and engaging content.Marketing attribution should focus on making smart decisions by identifying activities that are wasteful and those that yield positive results. 

The attribution problem has long been a challenge for marketers—probably first articulated by John Wannamaker when he said, “Half the money I spend on advertising is wasted; the trouble is I don't know which half.”It seemed like marketing tech had solved it (for a minute)—until buyers went and changed their behavior. So how do we map the customer journey today?That's where today's guest Steffen Hedebrandt, Co-Founder and CMO of DreamData.io comes in.DreamData is a B2B revenue attribution platform based in Denmark that helps companies understand how they acquire new customers by extracting data from various silos such as CRM systems, marketing automation systems, and websites, and creating clean customer journey maps.Key Takeaways:Focusing on customer success as a growth strategy.Expanding beyond Denmark to penetrate the US market.Understanding that the buyer doesn't know they're in a funnel. Other resources to check out:Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.The Lead Gen Mistake I Guarantee You're Making – how to create content that better identifies intent from today's b2b buyer.And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelThe Social selling "playbook" for most companies (because it's rarely an actual and formalized process) is this by the new episode of Fullfunnel Live we're going to cover with Steffen Hedebrandt, CEO @Dreamdata, the holistic b2b marketing attribution or how to measure B2B marketing the right way.We'll cover:How to see an impact on revenue of all offline and online touchpoints with target accounts and prove the efficiency of a specific programHow to inspect the time it takes from first contact to closed deal and incorporate it when evaluating marketing performanceHow to apply attribution across and between pipeline stages to see what's working where.The revenue report or how to measure what's really importantRESOURCESOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogSteffen Hedebrandt оn Linkedin: https://www.linkedin.com/in/steffenhedebrandt/

If you're not using data to understand the customer journey, it's like you're sailing without a map. Many revenue leaders are missing out on opportunities because they don't know what's happening inside their existing.  Steffen Hedebrandt, Chief Marketing Officer and Co-Founder of Dreamdata is here to share his playbook with us on just HOW to fix that problem.  Steffen shares his lessons learned from taking Dreamdata's revenue to new heights.    In this episode, you'll learn:  Focus on the customer journey. Understanding the customer journey timeline and success rates of different activities is key. This helps identify the strategies that have the biggest impact on the company's success, allows for a focused approach and a more improved go-to-market strategy.  Quality over quantity should be prioritized. Marketers should consider each lead as a physical person they would present to the sales team and focus on sending only those leads that meet certain criteria and have a high potential for conversion. Focusing on quality eliminates wasting the sales team's time and ensures that resources are utilized effectively. Use data analysis and technology. By using data, businesses can gain a complete view of the customer journey and make data-driven decisions. This ultimately leads marketing and sales teams to see more opportunities, optimize their efforts, and ultimately boost revenue growth.   Grab this week's Checklist    Check out RunRevenue.Pro for tips, playbooks, and advice for stopping revenue leak and achieving revenue precision.    See how Clari's Revenue Platform can help you win more deals, protect your customer base, and achieve revenue precision—even in a downturn.  → Clari.com

Join us for an engaging discussion with Steffen Hedebrandt, the founder of Dreamdata, as he shares insights on discovering and shaping your account-based timeline.

You're spending money on PPC ads, on improving SEO performance, and attending multiple events. How do you know which of these investments is paying off? That's what Marketing Attribution is all about.In this episode of The Marketing Mix, we're talking to Steffen Hedebrandt, CMO and co-founder of Dreamdata, about the importance of marketing attribution for small and mid-sized B2B companies. We discuss the challenges of tracking complex buyer journeys, and the different attribution models that can be used – from First Touch to Last Touch and everything in between. Steffen highlights the importance of data hygiene, and making sure you have your processes set up to collect the right data at the right time.  So that you can then make informed decisions about marketing investments. And we talk about the limitations of Google Analytics for B2B attribution, where understanding account activity is as important as tracking individuals.Key Takeaways:Marketing attribution is about understanding the path or journey your customers take, to then focus on the most successful marketing tactics and scale them effectively. First-Touch Attribution: For B2B, particularly with long sales cycles, the first touch model can be very useful. It highlights the initial marketing activity that brings potential customers into the funnelData Collection: Start logging data as early as possible. Ensure your website is tracked appropriately, salespeople log their interactions in CRM systems, and other digital traces of customer interactions are captured effectively.Tracking Accounts. B2B attribution requires an understanding of Accounts as well as people, which Google Analytics can't handle directly. A first party data solution is required.Connect with Steffen on LinkedInRead Dreamdata's take on Revenue Marketing hereAnd check out Dreamdata's B2B revenue attribution platformTimestamps02:30 Defining attribution05:50 Justifying the investment09:50 Comparing attribution models18:55 Importance of collecting data early on for analysis21:35 Limitations of Google Analytics for attribution27:20 Finding proxies for good outcomes and shorter feedback loops

When it comes to achieving accurate and insightful revenue attribution, mastering the right approach is crucial for the success of your business. In this episode, Joran Hofman hosts Steffen Hedebrandt the Co-founder of Dreamdata. In this episode, our guest expert helps us to understand How to do revenue attribution the right way. Revenue attribution isn't just about tracking where your customers come from; it's a strategic process that involves understanding the entire customer journey, identifying successful tactics, and optimizing your marketing efforts. To do revenue attribution the right way, start by implementing a comprehensive data collection strategy that encompasses various touchpoints, from CRM and marketing automation to website tracking and ad platforms. By creating an account-based timeline and connecting it to revenue outcomes, you gain valuable insights into what's truly driving your sales. Investing in reliable tools like Dreamdata can streamline this process, ensuring you're equipped with the accurate data you need to make informed decisions and replicate winning strategies. With precise revenue attribution, you'll be empowered to allocate resources effectively, enhance your marketing efforts, and ultimately drive sustainable growth for your B2B SaaS business. Key Timecodes (1:23) Why you should listen to Steffen Hedebrandt (1:58) What is revenue attribution in relation to B2B SaaS (3:22) The bare minimal requirements for starting revenue attribution  (4:47) When to start thinking about revenue attribution  (7:15) The important metrics to check out for attributions (10:14) Mistakes companies make while doing revenue attribution  (13:50) Effective processes and strategies for revenue attribution   (16:52) The benchmarks for what works and what doesn't (18:34) Which review sites works best for B2B Saas? (22:27)The importance of aligning sales and marketing (24:30) How to grow to 10k MRR (25:40) How to grow to 10M ARR (26:35) What Steffen Wishes he knew 10 years ago

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

Steffen Hedebrandt discussed the benefits of diversified thinking in a team and suggested that pairing intuitive and rational people together can be beneficial. They explain that having a mix of different perspectives and approaches can help a team think differently and come up with more innovative solutions. They also emphasize the importance of finding complementary skills and strengths in team members to achieve better results.They noted that detaching oneself from emotions and passions can also be important in making objective decisions and executing strategies effectively. Overall, the episode highlights the benefits of having a diverse team and emphasizes the importance of balancing intuition and rationality in decision-making.[00:00:26] Poor sales process and product market fit.[00:03:32] Importance of collecting data.[00:06:22] Marketing accountability and revenue.[00:11:49] Hiring for effectiveness, not credentials.[00:15:02] Passionate Marketing Skill Sets.[00:16:11] Detaching from the creative process.[00:19:14] Obsessions in business.[00:22:39] Revenue and decision-making process.If you get value from this episode, be sure to subscribe and share the episode with your friends, as we all can benefit from more positivity and leadership in today's society.Be sure to follow Duane Dufault on all the social platforms to get daily hits of tactical advice that you can take action on right awayLinkedin | Facebook | Instagram | Twitter | Youtube | TikTok

In this episode, they also discuss the gap between cool marketing tactics and their actual effectiveness. Duane points out that there is a lot of fluff on LinkedIn and other platforms, where people talk about optimizing chat, G.P.T., and A.I. However, the challenge lies in measuring the effectiveness of these tactics. Duane emphasizes the importance of understanding how to measure the effectiveness of marketing campaigns and how to create the proper UTM parameters to put on the URL.Duane also discusses the challenge of measuring the effectiveness of dark social media, which is often considered untrackable. However, they argue that this is not true, and it is possible to measure the effectiveness of brand and SEO by optimizing for the right things and having the right tooling in place. Overall, the episode highlights the importance of understanding how to measure the effectiveness of marketing tactics and the challenge of bridging the gap between cool tactics and their actual effectiveness.[00:02:32] Diminishing return in marketing.[00:03:45] Connecting activities to revenue.[00:08:02] Account-based data modeling.[00:11:02] Multi-touch understanding in marketing.[00:14:13] Direct vs. Organic Marketing.[00:17:38] Measuring marketing effectiveness.[00:20:43] False business growth. If you get value from this episode, be sure to subscribe and share the episode with your friends, as we all can benefit from more positivity and leadership in today's society.Be sure to follow Duane Dufault on all the social platforms to get daily hits of tactical advice that you can take action on right awayLinkedin | Facebook | Instagram | Twitter | Youtube | TikTok

Thought leadership is about sharing unique insights with your audience. And it's the most effective way to establish brand credibility and build trust. But how do you create epic thought leadership content? In this episode of the Notorious Thought Leader podcast, our host Erin Balsa welcomes Steffen Hedebrandt, the co-founder and chief marketing officer of Dreamdata. They talk about why you need to use your audience's words in your content, what epic thought leadership content looks like, and why SEO can't be the only play for typical B2B companies.

Janelle is joined by Steffen Hedebrandt, co-founder and CMO of Dreamdata to discuss the world of marketing and sales alignment and the pivotal role it plays in a modern go-to-market (GTM) approach.  Steffen shares his expertise on how businesses can harness the power of alignment to drive revenue and achieve scalable success. We break down common challenges companies face when aligning their marketing and sales departments, unveil their impact on overall performance and organizational growth, and share useful tips for fostering a more collaborative partnership.

In this episode of The SaaS SEO Show, we've interviewed Steffen Hedebrandt, CMO & Co-Founder at Dreamdata, and discussed attribution, content impact to revenue pipeline, and more.************************Timestamps: (01:46) - Who is Steffen Hedebrandt (02:35) - Steffen's background. (03:34) - What is Dreamdata? (06:14) - Case study of Dreamdata and attribution importance. (09:00) - How can you attribute value to a piece of content? (14:31) - What kind of metrics does Dreamdata collect? (18:32) - Attribution difficulties. (21:46) - Tactics that help to attribution. (24:03) - Which is the best attribution model? (27:54) - Mistakes that companies make when it comes to attribution (31:23) - Can you track different touchpoints from different people inside a company, especially when the sales cycle is long? (35:26) - A unified system with data to identify what's driving revenue (36:45) - Steffen's advice for content marketers investing in activities with hard-to-prove ROI (e.g., podcasts). (41:29) - What can we expect the future of attribution to be for B2B SaaS companies? (44:18) - Learn more about Steffen and Dreamdata and get in touch. (46:09) - Outro ************************Useful Links:Dreamdata Website: https://dreamdata.io/Steffen on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/************************Stay Tuned:► Website: https://minuttia.com/► YouTube: https://bit.ly/2DHaJNr► LinkedIn: https://bit.ly/2BZJmhb************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.This episode is sponsored by Ahrefs. Visit https://ahrefs.com/awt and sign up for free!

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.

Steffen Hedebrandt, Co-Founder of Dreamdata, joins Dustin on this week's episode to discuss the importance of having a shared ICP to align sales and marketing efforts. In this episode, Dustin and Steffen emphasize the importance of high-quality leads from high-intent channels and accurate customer journey tracking. Also, about how essential accountability, efficiency, and collaboration between sales and marketing teams are. You can reach out to Steffen via his Linkedin profile if you have any questions or insights on the topics discussed today. You can also learn more about Dreamdata on their website.

I denne episode kommer stifter og CMO i DreamData, Steffen Hedebrandt, i studiet. Steffen har beskæftiget sig med marketing i hele hans karriere. Modsat de mange B2C marketing bureauer som normalt får omtale, beskæftiger DreamData sig med B2B marketing. Det store problem i branchen er at man ofte har mange marketingaktiviteter, at man ikke ved hvor man får ROI. Er det hos kundemødet, telefonsalget, LinkedIn opslagene eller en af de mange andre elementer? Det bruger DreamData kunstig intelligens til at give deres kunder et indblik i. Shownotes: 00.00-08.55: Intro til Steffen og DreamData 08.58-33.00: I dybden med attributionsmodellen, ML-algoritmer, standardisering af data, map kunderejsen og meget andet 33.03-41.47: Fremtidens behov for at eje sin egen data og anbefalinger fra Steffen

In this episode of Interesting B2B Marketers, Steve sat down with Steffen Hedebrandt, Chief Marketing Officer & Co-Founder of Dreamdata. He shares his experience on how defining an ideal customer profile (ICP) and leveraging social selling on LinkedIn can help companies increase their momentum and growth.Steffen also shared his experience with his first full-time job in marketing, which involved working with a partner who had created an online marketplace for vintage music instruments. They had 10,000 vintage music instruments listed on their website, and the goal was to get physical shops to upload their products to the website. Steffen's favorite marketing tactic at the time was search engine optimization, as they needed to get their guitars and other vintage instruments to appear at the top of Google search results to attract demand to their website. They managed to grow their organic traffic significantly, but were not able to monetize it effectively, and the company ultimately failed. Steffen learned the importance of connecting marketing tactics to revenue to avoid going bankrupt.

Steffen Hedebrandt Co-founder and CMO of DreamData join Ruta and Emma to talk about leads! We talk about where the 'we need more leads' panic comes from and how sometimes it can be misleading to go after volume. We also dig into ICP and ABM as well as sales and marketing relationships. This is a fab episode for those wanting to learn more about how to generate leads that close!Blog from DreamData that shares tips on Marketing and Sales alignment:https://dreamdata.io/blog/10-ways-to-align-sales-and-marketing Sponsors: No more 'shit marketing leads' with Leadfeeder! Extended free trial of their Lead Gen Platform for Blame it on Marketing listeners!

Common methods of marketing attribution might be leaving gaping holes in your B2B strategies. Steffen joins us to explain those gaps, and what you need to do to fill them.Key talking pointsThe importance of marketing attribution in today's landscape.The gaps in the majority of B2B techstacks.Solutions that will take you to new heights of success.

Alice de Courcy, Cognism CMO chats to Steffen Hedebrandt, CMO and co-founder of Dreamdata about the changing nature of B2B buying behaviour. In this era where buying journeys start way before a buyer speaks to sales, how can we use attribution to illuminate the multitude of touch points within that journey?

B2B marketers have to make a thousand little decisions every day on the road to success. Understanding that path becomes easier with the right tools and right guides to get you there. Today we chatted with co-founder of Dreamdata.io, Steffen Hedebrandt, about key lessons we've learned along our B2B marketing journey. Check out Steffen Hedebrandt on LinkedIn for revenue attribution content: https://www.linkedin.com/in/steffenhedebrandt/ Check out Dreamdata - The leading B2B revenue attribution platform: https://dreamdata.io/

Alice de Courcy, Cognism CMO chats to Steffen Hedebrandt, CMO and co-founder of Dreamdata about the changing nature of B2B buying behaviour. In this era where buying journeys start way before a buyer speaks to sales, how can we use attribution to illuminate the multitude of touch points within that journey?

In this episode of SaaS Marketing Superstars podcast, I spoke with Steffen Hedebrandt. Steffen, is the co-founder and CMO of Dreamdata, a B2B attribution platform that helps connect marketing activities with revenue. Steffan is an expert in measuring a content strategy's impact on revenue pipeline. Episode Highlights: • Steffen shares what he has learnt from working with various B2B companies (0:36) • How he got introduced to the founders of Dreamdata and how they tackle the problem of attribution (2:31) • The importance of properly evaluating B2B attribution insights (5:03) • How Dreamdata helps B2B companies estimate the length of their customer journeys (7:32) • Why B2B companies should not focus on getting prospects to download e-books through lead forms on Linkedin (13:30) • How Dreamdata successfully leveraged Linkedin and Podcasts to grow their audience and revenue (15:38) • Metrics and touchpoints that can be used to determine meaningful customer engagement (22:14) • The biggest attribution problem B2B companies face and how to solve it (27:17) • Why he has stopped grouping customers in funnels (28:26) • Using Linkedin to run account based and role based retargeting ads (31:32) Check out the show notes and get links to all the resources mentioned in this episode here: https://aaronzakowski.com/podcast-b2b-marketing-attribution-steffen-hedebrandt-dreamdata/

B2B is much easier if your teams are aligned. The thing is that alignment isn't easy. More often than not you'll have problems and in the end, you will have to follow a process to reach it. In this episode, you will learn how to do it!Our guest is Steffen Hedebrandt - the Chief Marketing Officer & Co-Founder of Dreamdata which helps companies solve one of the biggest problems in B2B - Revenue Attribution.Steffen will tell us how we can facilitate the alignment of sales and marketing teams. He shares the 3 necessary steps to do it and explains why we have to look at data to repeat successful tactics. Steffen also shares what is self-reported attribution and what role it plays in your analytics. But most importantly, he shares how you can use it to improve the customer experience!For more B2B tips subscribe to Be a B2B Leader in your favorite app.Timestamps:(00:50) - What should every B2B Leader know about sales and marketing - sales and marketing need each other(03:20) - What is the key step for growth? - figuring out your ICP(06:15) - The second step - understanding where your ICP expresses intent(07:40) - How do you find out where your ICP hangs out(10:00) - Empowering employees to build their personal brands(11:40) - The third step - stacking ideas(13:15) - Should content be the main revenue driver in today's organizations?(15:20) - How to identify which content works?(17:55) - Should you use self-reported attribution?(20:30) - How can companies improve the customer experience with data?(22:30) - How to start tracking offline actions?(24:50) - How often should sales and marketing talk with each other?(27:20) - What is the biggest takeaway from this conversation?(28:20) - Where you can find Steffen and what does DreamData doLinkedIn - Steffen -https://www.linkedin.com/in/steffenhedebrandt/Dreamdata.io - https://dreamdata.io/Books mentioned: Tribes - Seth Godin

It has always been a bit of a mystery for B2B companies to understand what actually drives their revenue. More specifically, how exactly does marketing contribute to the sales pipeline growth and which strategies, programs, channels and tactics to prioritize and which to drop. Our guest, Steffen Hedebrandt, Co-founder of Dreamdata.io, joined us for a B2B Sales and Marketing #FriTalk, to share his insights from the recent B2B go-to-market benchmark study. And helped us understand “how can B2B companies better understand where their revenue comes from.” He also answered other key questions: How long does the average B2B customer journey take? How many touches are there before closing a deal? How many stakeholders are involved in a customer journey? Does the first touch channel influence the customer journey? What B2B companies can start doing today to have a better visibility of their revenue drivers?

Would you like to know which half of your marketing budget is wasted? This week on the If You Market podcast we talk with Steffen Hedebrandt about lead attribution and how you can assure your content is leading to revenue. Steffen Hedebrandt is a subject matter expert in connecting marketing activities with revenue. He is data-driven and loves all parts of scaling the commercial side of a business. Learn more about your ad choices. Visit megaphone.fm/adchoices

 Steffen Hedebrandt spoke enthusiastically about the importance of knowing the true time to revenue when he joined ITWC's CMO Fawn Annan in November 2022 for an episode of CMO Talks.

How To Connect Your Marketing to Revenue Is your marketing plan working for you? is it helping you scale your business and growth? If these questions linger, then this episode is yours. When examining your marketing plan, You need to look at and explore that entire customer journey from that initial touchpoint to the point of sale. And that initial touchpoint could be an organic Facebook post; it could be a billboard, an email, or a conversation. It's essential to leave a digital trace in your marketing campaign. This way, you can get crucial data on where your traffic is emerging from. To help us dive deep into this topic, we host the co-founder and chief marketing officer at Dream Data. He has an exceptional growth mindset, is data-driven by heart, and loves all parts of scaling businesses. Now, when we start talking about connecting your marketing to revenue, a lot of marketers and business owners don't understand what that means proper attribution a lot of marketers. Please welcome Steffen Hedebrandt. Key Timestamps (1:58) Background story (4:48) The journey to marketing (5:35) How Dreamdata works and who it's built for (10:10) Know where to put your marketing dollars (12:53) How to get your message to the decision-makers (15:09) How to Scale your marketing and growth (20:50) Where are your success/results coming from? (25:27) Get in touch with Steffen

Har du fået lagt en plan for, hvad du skal gøre, nu Google Analytics (lige nu) er dømt ude? Har du fået set på alternativer eller håber du på, at der kommer en ny aftale til næste år?  Der findes et dansk alternativ. Det er lige kommet ud, det er gratis og det er nemt at komme i gang. To simple scripts og du er kørende.  Løsningen hedder Digital Analytics fra Dreamdata.  Og så måske det bedste af det hele: det er udviklet til B2B virksomheder. Fordi, det er bare anderledes at måle effekten af din markedsføring som B2B virksomhed. Det bøvler vi i hele tiden. Kom den her i øret. Steffen Hedebrandt fortæller, hvordan de på tværs af de B2B virksomheder der bruger Dreamdatas løsning, ser ind i en B2B kunderejse, med mere end 30 website sessions, fordelt på mere end 2 beslutningstagere og med hele 192 dage, fra første besøg til et egentligt salg.  Hvor den klassiske analytics ser på individer, ser Dreamdats datamodel på “accounts”, altså virksomheder. Det er en helt anden tilgang, der er er mere B2B mindet end noget jeg har set før. Få en god introduktion til udfordringerne og hvordan Steffen ser, at en account baseret analytics kan være en del af løsningen, når du skal vurdere, om du bruger dine markedsføringskroner bedst muligt. Og når det nu er gratis og nemt at implementere, så opet dig som bruger, få det implementeret og se på det om en 30 dages tid. Så ved du om det har værdi for dig eller ej.

Fremtidens virksomheder vinder markedet, eller en del af det, over deres konkurrenter. Men hvad kræver det vor at vinde market? Det kræver mere end: - En salgsstrategi - En marketingstrategi - En produktstrategi Kampen om at vinde markedet kræver en samlet indsats fra hele virksomheden: Det kræver en 'go to market'-strategi. Men, hvad indeholder en 'go to market'-strategi? I selskab med Laura Erdem og Steffen Hedebrandt fra Dreamdata forsøger vi at blive klogerer på, hvad 'go to market' betyder og hvad en 'go to market'-strategi indeholder. Husk at du kan abonnere på At Turde FM i din podcast app og du kan finde mere inspiration på:

Hey Awesome Reader,Do you know what revenue attribution means? No worries. If you don't know, just listen to us and 2X your chances to close a deal.So, revenue attribution—is a method that connects different data sets to determine exactly which forms of marketing are resulting in revenue. Sounds good!But do you exactly know how it's different from traditional conversion tracking…B2B businesses have a complex selling process. The sales process takes months, has higher ticket values, has sophisticated pathways, and involves multiple decision-makers. Clearly, traditional conversion tracking alone won't cut it. Therefore, we need marketing and revenue attribution.And this revenue attribution model is so powerful that it directly impacts user experience.You know user experience is the ‘KING' for improving conversions.Curious about how revenue attribution can impact user experience… By identifying high-value points—By identifying which touchpoints contribute the most to your customer journey, you can focus your resources on making these points as user-friendly and accessible as possible. Modifying Sales Path—You can use attribution modeling to identify your longest and shortest pathways to a sale.Not only this, the revenue attribution model helps sales and marketing teams to collaborate and create massive results for the company.You already know that when sales and marketing teams work together (it's a lethal combo) and your chances of closing your deals just doubles.Wanna learn more about the revenue attribution model…Steffen Hedebrandt, Co-founder/CMO of Dreamdata.io, spills the beans and reveals all his secrets on how the revenue attribution model works and doubles your chances of closing a deal.You can pick his brain by listening to this amazing podcast episode.Download now and listen to the secrets of the revenue attribution model.Join the NASP community today by becoming a Free Member: https://bit.ly/2zWeMmI

Steffen is the Co-Founder and CMO at Dream Data, which delivers tools and enables algorithmic decision-making in marketing and sales.Dreamdata is the B2B revenue attribution platform for small to midsize B2B companies seeking to stop the guesswork and build, repeat, and scale success.How to reach Steffenhttps://www.linkedin.com/in/steffenhedebrandt/Find out more about Dreamdata and Revenue Analytics here--------If you enjoy this podcast, please subscribe and leave a review.You can find me on Twitter @CSMToolboxDon't forget to use the hashtag #CSMToolbox if you find an upcoming mobile or web app that can help us improve and enhance our customer engagement. Connect with Isabel Ruiz  https://bit.ly/2NDfOvyJoin our CSM Toolbox LinkedIn page https://www.linkedin.com/company/csmtoolbox/

In today's conversation, host Katya Allison and Steffen Hedebrandt, Chief Marketing Officer and Co-Founder at Dreamdata, discuss the varying journeys that customers take between their initial contact with a brand and the final sale.Steffen has spent the bulk of his career focused on B2B marketing, where the time between contact and sale, and the number of touchpoints along the way, can be extensive. This gives him a unique perspective on the customer journey, since he's often intimately involved in guiding that journey in a very hands-on way.For Steffen, there are several important points of consideration he stresses in his marketing efforts:- Information gathering is foundational to building a successful strategy.- Qualitative metrics can be just as informative as hard data.- Attribution models must change to accommodate short or lengthy customer journeys.- Ensure all customer interactions leave a digital footprint.- Marketing and sales teams must learn to work together towards a common goal.- Debrief and reevaluate campaign successes and failures frequently.By analyzing the various pathways customers take to the final sale, marketers can build tailor-made campaigns that ensure consistent, measurable ROI.Steffen Hedebrandt - https://www.linkedin.com/in/steffenhedebrandt/?originalSubdomain=dkDreamdata - https://dreamdata.io/?utm_source=linkedin&utm_medium=company_pageKatya Allison - https://www.linkedin.com/in/katyaallison/GRIN - https://grin.co/GRIN - https://www.linkedin.com/company/grin-inc-/If you enjoyed today's show, please leave a review and subscribe so you never miss an episode. For more information and links to all of the resources mentioned in today's episode, visit Grin.co.

Marketing attribution has always been hot topic, but it was usually all about how much more data you could get. There's a new school of thought becoming popular now that attribution is misleading, distracting, and in some cases, impossible. So who better to talk to than the CMO and co-founder of an attribution platform, but also a marketer who understands the dark funnel and dark social - Steffen Hedebrandt.

How do you get sales and marketing teams aligned on the same goals? Steffen Hedebrandt, Co-founder and CMO at Dreamdata, joins the show to discuss what it takes to get alignment beyond just messaging. He dives into using sales calls to develop a shared ICP, how a content marketing library can actually be used on sales calls, and creating metrics that drive real success. Get ready to dive into a sweeping, detailed conversation! Connect with Steffen HedebrandtLinkedInWebsiteIn this episode, we cover:Are MQLs actually useful?How to measure shared marketing + sales success Developing a shared ICP using sales conversations Preventing sales calendars from being overbooked Helping sellers write great content for LinkedIn Using content marketing to enable the sales team Metrics to watch for misalignmentKey leadership lessons to align the teams Steffen's Power HourFollow Nicholas Thickett on LinkedIn: https://linkedin.com/in/nicholasthickettFollow Morgan Smith on LinkedIn: https://linkedin.com/in/morganjsmithVisit our site b2bpowerhour.com to learn more about our upcoming live shows, community, and more.

In today's episode, Allan and Lauren talk to Steffen Hedebrandt, co-founder and CMO of Dreamdata, a B2B revenue attribution platform. They dive into the world of marketing qualified leads and attribution. What are the nuances of MQL attribution? Is MQL attribution a predictable metric? How do you track MQL attribution? What's the difference between account based attribution and lead attribution? Is there a benchmark? (Check out Dreamdata's benchmark report for more!) What other metrics provide context for MQL attribution?For a different perspective on MQLs, check out Jon Taylor's episode: What is an MQL? If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/. Metrics mentioned in this episode:MQL vs SQL: https://www.klipfolio.com/metrics/difference/marketing-qualified-lead-vs-sales-qualified-lead 

“At the end of the day, we're not trying to say we do magic. We're just trying to say, ‘we'll take all the information that you have first-party collected inside of your company, and we'll make it available for you.'”Hello, hello! In this episode of the Flying Cat Marketing podcast, we're joined by Steffen Hedebrandt, CMO and Co-Founder of Dream Data to talk about how to properly use attribution to see ROI from content and SEO.We start by discussing the question that has all of LinkedIn fired up: How accurate is attribution, really? How can you use it to get people like the CEO, or CFO, on board the content train?Steffen explains that there are two different types of content you can focus on, and if you can clearly differentiate between the two, you're able to make data-driven decisions and drive the most ROI.“There's two buckets of content. There's content that drives traffic to your website, and then there's content people look at as they're buying your product. And if we start with the articles you write for Google - where you're trying to get people to your website - the content that has the highest intent of actually making a buying decision about your product are ones you should spend time on.”So what does this actually look like in practice?Get caught up with this and more in the full episode!In this episode we talk about:Keyword 1 for this episodeSEOKeyword 2 for this episodeAttributionKeyword 3 for this episodeContentTimestamps:02:15-06:53 Are marketing attribution software worth the hype?06:54-10:21   The difference between attribution data from CRMs like Salesforce and actual attribution software10:22 The different types of attribution models and how they help track ROI13:16-14:17 Can you implement hybrid attribution models?  14:18-23:10 Steffen's biggest discoveries about content 23:11-26:23 What's one thing Steffen wishes more people knew about attribution?Connect with [Steffen Hedebrandt] on [LinkedIn]: [https://www.linkedin.com/in/steffenhedebrandt/]While you're hereFollow Flying Cat Marketing on the following channels to get more tips, tactics, and knowledge on content marketing:Listen to the Flying Cat Marketing Podcast on Spotify: https://open.spotify.com/show/7dCyOzFGosoNYJhbDOvfQdApple Podcasts: https://podcasts.apple.com/us/podcast/flying-cat-marketing-podcast/id1535206202?uo=4Stitcher: https://www.stitcher.com/s?fid=579505&refid=stprFollow me onInstagram: https://www.instagram.com/flyingcatmarketing/Facebook: https://www.facebook.com/flyingcatmarketingLinkedin: https://www.linkedin.com/company/flying-cat-marketing/

Do you struggle to demonstrate your content's effectiveness? Are you trying to attribute revenue to your content efforts? Our guest, Steffen Hedebrandt, CMO of Dreamdata, is the expert you need to connect with. In this episode, Steffen joins us to discuss: *the importance of building a revenue-focused content marketing plan *why you should view the impact of content touches throughout buyer journey stages (rather than "last" or "first" touch only *how this approach can help guide and justify time, resources, and spend on content marketing Want to connect with Steffen? Find him on LinkedIn at https://www.linkedin.com/in/steffenhedebrandt/. No94wNE1N6SNWRJXsUKY

► Why should you connect your marketing activities to revenue? Steffen Hedebrandt is the Co-Founder & CMO @ Dreamdata.

Potent Quotes:Steffen Hedebrandt:  No. Even just for ourselves, I know, obviously, we do multi-touch tracking all itself, and just for a demo call to be booked on our website, normally, it takes five sessions. And that typical pattern will be the true referral source initially, which could be an ad or something else, then it could be an organic visit, and then maybe you see three direct visits afterwards. And if you want to look at the original source fields in your CM system, it'll tell you, "Oh, this is one converted from a direct visit."But, what you're not seeing is that you actually spend money on starting that journey, which means either you're growing a lot slower than you could do, or you're just wasting a lot of money because you can't really connect your spend to the business outcome that you're trying to achieve.Keith Perhac:  Right, exactly. And what I've seen in a lot of ... Because I think CRMs are starting to ... They want to have the bullet point of, "Oh, we track attribution," right? When they have the bare minimum that they need to be able to say that. But even something like ads, where you're looking at, now, branded search where ... Essentially, the Google tax. You have to be spending all this money in order to be ranking high in Google, and the CRMs are attributing that as paid traffic, even though, really, it shouldn't be paid traffic, because it's not, right? It's a tax. So, that's something where a system like yours, or what we do, becomes more important because you need to be able to drill into that more than just the top level, like, "Oh, it was an ad."Steffen Hedebrandt:  Yeah. But I think we can at least see, typically, when we look at, for example, the paid channel, there's 3 to 5x difference in terms of you understanding the world as a last touch world, or the true first touch, which means if you can invest 5x the amount of money into your marketing, then you're going to completely outgrow your competition.Steffen Hedebrandt:  And we just released some benchmarks from our own customers now, and we can see that, on average, there were 32 touches involved in an account from first touch to a deal being won, and you know, I really, honestly don't think that one touch makes a difference except that, actually, I think if there were one touch, it would be the first touch that you are actually able to get in front of the person who started that journey with you.Steffen Hedebrandt: Forget about that funnel and just focus on getting quality touches in front of people every week. Do high-quality content, do high-quality calls, do high-quality meetings. Just pegging those high-quality touches along the way. It would be nice if there were such a thing as a data recipe for what to do, but I fear you would end up in a too-average place to say something smart.Keith Perhac:  I think that's always the challenging part about analytics, especially in the agency world, because there are always 800 ways to slice the data. And whether consciously or not, you tend to go towards the one that makes you look better.Steffen Hedebrandt:  I think there's a lot of things that are interesting, but one of them is an average journey from the first touch to a B2B deal being won is 192 days.Steffen Hedebrandt:  Yeah. There's nothing as dangerous as a pretty graph.Steffens  go-to-market benchmark 2022 

In the current B2B tech sector, your customer journeys are often long, complex, and happening across a variety of different channels and touch-points. As a result, marketing attribution has become increasingly challenging, but also increasingly important in helping us understand where our marketing strategies are succeeding or failing. In this episode, Steffen Hedebrandt, Co-Founder and CMO of Dreamdata, discusses with Matt Dodgson how to use attribution to improve your marketing performance in the B2B tech sector. They cover;Why attribution is so important for B2B marketers todayWhat's wrong with how some B2B companies tackle attributionThe drawbacks for B2B companies of relying on Google Analytics for attribution The key aspects you need to get right to improve attributionSteffen's views on how tracking might be affected now cookies are being restrictedHow to approach dark social when trying to report on metrics The demand generation tactics that are working well for Dreamdata right nowWhat skills and experience Steffen looks for when hiring into his teamAnd so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

Today we have another episode of Better Done Than Perfect. Listen in as we talk with Steffen Hedebrandt, co-founder and CMO of Dreamdata. You'll learn about the typical customer journeys in B2B SaaS, which channels are the easiest to measure, tips for running marketing experiments, and more.Please head over to the episode page for the detailed recap and key takeaways.Show notesDreamdata — Steffen's productTrustpilot — a popular review platformB2B go-to-market benchmarks 2022 — a study by DreamdataHubSpot, Segment — marketplaces to list your productICP — ideal customer profileCapterra, G2 — other popular review sitesFollow Steffen on LinkedInTry Dreamdata for freeSponsorThis show is brought to you by Userlist — the best way for SaaS founders to send onboarding emails, segment your users based on events, and see where your customers get stuck in the product. Start your free trial today at userlist.com.Interested in sponsoring an episode? Learn more here.Leave a ReviewReviews are hugely important because they help new people discover this podcast. If you enjoyed listening to this episode, please leave a review on iTunes. Here's how.

Marketing attribution remains the biggest “black box” for SaaS people. What's the right way to think about it? In this episode, we talk to Steffen Hedebrandt, co-founder and CMO of Dreamdata. You'll learn about the typical customer journeys in B2B SaaS, which channels are the easiest to measure, tips for running marketing experiments, and more.Visit our website for the detailed episode recap with key learnings.Dreamdata — Steffen's productTrustpilot — a popular review platformB2B go-to-market benchmarks 2022 — a study by DreamdataHubSpot, Segment — marketplaces to list your productICP — ideal customer profileCapterra, G2 — other popular review sitesFollow Steffen on LinkedInTry Dreamdata for freeThanks for listening! If you found the episode useful, please spread the word about the show on Twitter mentioning @userlist, or leave us a review on iTunes.SponsorThis show is brought to you by Userlist — the best way for SaaS founders to send onboarding emails, segment your users based on events, and see where your customers get stuck in the product. Start your free trial today at userlist.com.

Today on the show we have Steffen Hedebrandt, Co-founder and CMO of Dreamdata.In this episode, Steffen shared how documenting quality content and sharing it on social opened many doors for him, he also what Dreamdata does and how they offer multitouch account-based attribution.We then dove into the power of positioning and understanding who your ideal customer profile is on churn and retention, how Steffen and the team orient all their marketing and sales efforts around their ICP for healthier retention, and he explains why they turn customers away that don't fit their ICP. As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly at Andrew@churn.fm. Don't forget to follow us on Twitter.

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

Today we're going to discuss how and why B2B data flows like a stream to the ocean. Joining us is Steffen Hedebrandt, the Co-Founder and Chief Revenue Officer at Dream Data, which delivers tools and enables algorithmic decision making in marketing and sales. In part 2 of our conversation, we're going to discuss how to use data to decloak the customer journey. Show NotesConnect With:Steffen Hedebrandt: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today we're going to discuss how and why B2B data flows like a stream to the ocean. Joining us is Steffen Hedebrandt, the Co-Founder and Chief Revenue Officer at Dream Data, which delivers tools and enables algorithmic decision making in marketing and sales. In part 2 of our conversation, we're going to discuss how to use data to decloak the customer journey. Show NotesConnect With:Steffen Hedebrandt: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today we're going to discuss how and why B2B data flows like a stream to the ocean. Joining us is Steffen Hedebrandt, the Co-Founder and Chief Revenue Officer at Dream Data, which delivers tools and enables algorithmic decision making in marketing and sales. In part 1 of our conversation, we are going to talk about enabling growth through actionable insights. Show NotesConnect With:Steffen Hedebrandt: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today we're going to discuss how and why B2B data flows like a stream to the ocean. Joining us is Steffen Hedebrandt, the Co-Founder and Chief Revenue Officer at Dream Data, which delivers tools and enables algorithmic decision making in marketing and sales. In part 1 of our conversation, we are going to talk about enabling growth through actionable insights. Show NotesConnect With:Steffen Hedebrandt: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode we go deep into using Google Analytics for B2B digital revenue attribution with Steffen Hedebrandt, who is the chief revenue officer and cofounder at Dreamdata.io in Copenhagen, Denmark, talks about digital revenue attribution, purchase intent and user tracking. Stefan focuses primarily on digital marketing for B2B software as a service providers, all… The post Google Analytics Revenue Attribution with Steffen Hedebrandt appeared first on Eric Schwartzman.

Steffen Hedebrandter co-founder i Dreamdata. De har skabt en dataplatform, som indeholder alt data om hvordan virksomheder berører B2B kunder på en kunderejse. I dette afsnit af Iværksætterhistorier fortæller Steffen hvorfor det var en forudsætning for ham at få investorer med fra start, da han gik fra at være ansat som marketingchef til at blive iværksætter. Han fortæller hvorfor en langsom og stabil vækst er uinteressant for dem. Steffen forklarer desuden om en værdiansættelse af virksomheden som skal gå fra fra 3 mio. til 50 mio. dollars i løbet af 3 investeringsrunder. Han deler også hvordan investorerne ligger et konstant pres på dem for at anvende den kapital de har. Dette er Steffens iværksætterhistorie. Hør mere i vores podcast.  Produceret af Podtribe media. Episoden er bragt sammen med vores kunde Nemlig.com og Pleo. Hvis du vil støtte vores lille medie, så kan du gøre det her på Patreon. Unik digital data om kunderejsen Problemer med at tracke den digitale kunderejse indenfor B2B segmentet affødte ideen til at skabe Dreamdata. De skabte en dataplatform som indeholder alt data om hvordan en virksomhed berører B2B kunder. Alle steder hvor der skabes digital data omkring kunderejsen opsamles den. Herefter plottes hele kunderejsen ind på en tidslinje, så der kan laves analyser og virksomheder kan foretage justeringer i forhold til findings. Ideen til virksomheden opstod da Steffen arbejdede som marketingchef indenfor en B2B virksomhed og anvendte en halv mio. om måneden på digital marketing. Her oplevede han problematikken med at tracke return of investment på marketinginvesteringer, da mange af de værktøjer som findes på markedet er målrettet B2C og den individuelle kunderejse. Målet er at Dreamdatas kunder igennem data kan navigere mere sikkert og anvende deres marketingkroner og personaleressourcer optimalt. Produktet er en abonnement løsning og når først den er aktiveret gør Dreamdatas algoritmer arbejdet.  Løn fra første dag Da Steffen skulle etablere virksomheden var han heldig at han mødte de helt rigtige tekniske medstiftere. De gav håndslag på at de skulle have investorer med hurtigst muligt. Uden løn og investorer var der ikke noget der hed Dreamdata. Steffens kæreste var gravid da han besluttede sig for at starte virksomhed. Det var derfor et krav at der kom investorer med ombord, så det var muligt at få en løn fra start. Steffen og hans co-founders udviklede produktet på samme tid som de forsøgte at rejse penge. Det lykkedes dem at få en investor med og de kunne ansætte de første medarbejdere.    Pres for at anvende penge hurtigt Med investorerne ombord kunne virksomheden for alvor vækste. Investorenes mål er at de penge der er investeret kan geninvesteres hurtigt. Langsom og stabil vækst er ikke interessant for dem. Investorerne går efter højrisiko for at få stor return of investment. Strategien i Dreamdata er derfor at pengekassen skal være tom – her skal udgifter og indtægter ikke nødvendigvis være finansieret, som man ellers ofte stræber efter. Virksomhedens værdiansættelse skal derimod øges, så pengene bliver mere værd hver gang de søger funding. I dag skal de være 50 mio. dollars værd og er på vej mod deres tredje fundingrunde:        Investorerne mener at hvis I har så mange penge, hvorfor brænder vi dem så ikke hurtigere af hvis vi vil hurtigere frem til resultatet. Og resultatet er at nogen kommer og skriver en ny stor check. Og det kræver 2 komponenter. Produktet skal løbende blive bedre og du skal løbende accelerere din indtægt. Så det er ligesom 2 af de ting vi kigger ind i fra nu og frem til næste sommer.    Må vælge kunder fra I dag er Dreamdata i den situation at de får flere leads end sælgerne har tid til. De bliver derfor nød til at udvælge de 20-30 % rette kunder og samarbejde med dem. Det er et tip Steffen også giver videre til andre iværksættere; nemlig at man skal turde beslutte sig for hvem man sælger til, så produktet bliver specifikt. Dreamdata har derfor besluttet at de er målrettet B2B virksomheder med 50-500 ansatte, som anvender deres marketingbudget digitalt og hvor salget ligeledes foregår digitalt. Dreamdata har lavet en gratis prøveversion, så deres kunder kan prøve produktet inden de beslutter dig for at blive abonnenter. Det har været et vigtigt mål for Steffen at skabe en virksomhed som er skalerbar og det er lykkes. Der findes 3-4 andre virksomheder på markedet som de konkurrerer med. Steffen anser dog dette som en fordel, da flere aktører er med til at uddanne markedet om at B2B kunderejse tracking er en problematik der skal løses. På den måde er der flere aktører om at sige at B2C værktøjer ikke kan anvendes i B2B virksomheder. Fremtiden for Dreamdata Steffen forudser at mulighederne for fremtiden er store indenfor data. Deres mål er at bygge en stor software virksomhed hurtigt og løbende at forbedre produktet. Venture funding gør at de hele tiden skal vækste stort og konstant eksekvere da markedet ændrer sig hurtigt. Om 3 år skal de gerne have 10 doblet deres validering. De startede 3 i virksomheden. I dag er de 20 ansatte og om 3 år forventer de at være 200. På det personlige plan er Steffen dog ikke særlig risikovillig. Tryghed og sikkerhed er vigtigt for ham og han beskriver sig selv som værende på grænsen til konservativ. Af denne grund har han været ansat i mange startups og scaleups så han fik bygget en vidensbank op, men han har altid været tiltrukket af iværksætteri og med Dreamdata har han nu taget hul på et spændende iværksætterkapitel.   Alt dette og meget mere taler vært Mark Anthony og gæst Steffen Hedebrandt om i dette afsnit af Iværksætterhistorier.   See omnystudio.com/listener for privacy information.

If you've recently converted to a product-led revenue model or are looking to do so, you don't want to miss this episode of Product Led Revenue with Breezy Beaumont. Earlier this year, Dreamdata transitioned from a traditional sales model to a product-led revenue model, an enormous undertaking for any company.Chief Revenue Officer at Dreamdata, Steffen Hedebrandt, talks with Breezy about the transition and what they've learned from the experience. He predicts where the company might be headed and the impact that PLR will have.

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)

HUGE thank you to all of our awesome guests. In celebration of our 50th episode, we're rounding up all the answers to the most important question we asked every single one of our guests: what advice do they have on how they've managed to balance everything life throws at them and how they stay happy and sane at work.This is our 50th episode. Most of our episodes were actually just the two of us, jamming on a topic. Sometimes we went deep in a technical topic like email deliverability or lifecycle. Sometimes we talked about the people skills, working in tech, working remote. 15 of our 50 episodes had guest interviews. We showcased martech folks from different roles and seniority levels. But for each of our guests, we finished by asking the same question: What advice do you have on how to balance everything life throws at you and how do you stay happy and sane at work?Our guests share their answers back to back, time stamps below:02:00 - Lauren Sanborn (05: Happiness at the intersection of sales & marketing)"Happiness is all about your perspective, 25% your situation and 75% how you look at it." 05:22 - Brian Leonard (07: Be friends with engineering with open source Martech)"The secret of autonomy and purpose is to work on something that is important. Find a way to write your own job description so that it lines up with your purpose and mastery."06:16 - Nick Donaldson (10: Curiosity, learning & success in your MOPs career)"Prioritize your family and your friends. Turn off notifications outside work hours and dedicate time to doing things you enjoy." 07:40 - Jonathan Simon (11: Do you still need a degree to have success in marketing?)"It's hard. Exercise and mental health is incredibly important. Pick up hobbies, do what makes you happy, find time for yourself." 11:02 - Julie Beynon (17: Making marketing analytics not intimidating)"You have to be proactive. You're the only person that owns your happiness. If you're not happy, you need to fix it, not someone else."13:10 - Steffen Hedebrandt (19: Reaching B2B attribution nirvana)"Having a kid makes you become really good at prioritizing. I ask myself, does this make me happy or does this correlate with more revenue yes or no?" 14:40 - Naomi Liu (25: How to ace your first marketing job)"Tech is my love language, and I get a lot of satisfaction using it to solve other peoples problems both in my personal life and business."15:08 - Melissa Ledesma (26: Melissa Ledesma: Women of Martech)"I encourage you to step away and talk to your friends about your job. They will not understand a word of what you're saying, and let them show you their own excitement and absorb that. There's so much more for us to be invigorated by if we take a moment to remember what we're actually doing." 16:45 - Erin Blaskie (27: Startup marketing, in-house vs freelance)"Ditch everyone else's definition of success. Nobody cares that you drive a BMW and it likely won't amount to additional happiness. Focus on what would make you feel successful as a person and don't be afraid of having a non linear path." 19:11 - Shannon McCluskey (37: Searching for remote martech pros)"Ever since I've become a mom I've been learning by necessity and actively keeping my working hours 9-5. Remote work is always around the corner but it's important to get that distance to make sure you connect with family."20:37 - Pierce Ujjainwalla (39: Creativity in marketing is under attack)"I never work past 5. I never work on the weekends. I attribute happiness to pleasure and challenges. Pleasure is golfing and skiing and I find a lot of challenge in my work but also some hobbies. Lawn care gives me a mental break. Digging out weeds is very relaxing." 22:33 - Manuela Barcenas (41: From first marketer to team manager)"To stay balanced and happy, find activities that make you feel good, block time in your calendar for specific tasks and get into journaling."24:38 - Roxanne Pepin (44: Startups and the ability to learn RevOps)"Having a separate space in your house for where you work. Being able to “leave” and not have to bring your work with you in other places of your house. Oh and take Slack off your phone!"26:54 - Danica Bateman (46: A day in the life of a Marketing Automation Manager)"Surround yourself with positive people. People that are invested in your success and want to see you grow and thrive." 27:48 - Vladlena Mitskaniouk (47: Grow your marketing career one data mystery at a time)"Acknowledge that things came in waves. When the clam is there, really embrace those moments. Don't always try and push yourself through every moment. Book vacation well ahead of time and check out. Book time for your lunch, book time for your workouts, book time in the morning to do a checkin with yourself. No one else is going to save that time for you. "✌️--Intro music by Wowa via UnminusCover art created with help via Undraw

Steffen Hedebrandt is cofounder and Chief Revenue Officer of Dreamdata. He is also a talented growth hacker with a successful track record of scaling businesses and building teams. He created Dreamdata to solve b2b revenue attribution. Long sales cycles, multiple decision makers, multiple media channels, complex tech-stack - the b2b buying (and selling) process is complex and multi-touch. So how do you know where to focus your marketing efforts to generate deals? Dreamdata collects all your revenue related data, joins it and presents it in a clear, insightful way that can add massive value for your business. As a bit of an attribution sceptic myself (less measuring, more doing!), I talked to Steffen about revenue attribution and its benefits and challenges to align sales and marketing, to drive demand, to build a strong brand. Doesn't focusing on attribution limit creativity or can it help drive it? Can attribution help you find the secret sauce of doing digital marketing right for delivering deals, and not just leads? Find out more about B2B Attribution here: https://dreamdata.io/b2b-attribution

How could you measure the success of your campaigns? We asked a true expert in marketing attribution, i.e., the science of attributing business results to marketing (and content) efforts: Steffen Hedebrandt, co-founder at multi-touch attribution platform "dreamdata.io." Listen to his tips here!   Episode guest: Steffen Hedebrandt, co-founder at dreamdata.io. Voices, production, etc. by Ash and Flo. Creative and design advice by @calmar.creativ Into, outro voiceover by @iamthedakota Music also by @iamthedakota Pls. find the shownotes to this episode at unbillable-hrs.com!

In this podcast episode, we interview Steffen Hedebrandt, Co-founder and Chief Revenue Officer at Dreamdata, a B2B revenue attribution platform.  Steffen shares his journey to co-founding Dreamdata, and how the platform is solving the problem of attribution and focussing on understanding the customer journey to support multi-touch in the B2B world.  He also shares why it's important that B2B marketers start digitalizing their customer's behaviour today, and how they can get started with attribution. 

In this episode, Steffen Hedebrandt, the co-founder and Chief Revenue Officer at Dreamdata, joins us to share his years of experience in measuring the ROI of marketing investments. He talks about: --> The factors/components that go into attributing revenue --> What attribution to pipeline means? How is it different from revenue attribution --> Attribution models and how to select the right attribution model for you --> How you to map the customer journey for a B2B SaaS company --> Using revenue attribution platforms to execute and measure ABM programs --> Understanding the time to revenue, and a lot more...

Steffen is the Co-Founder and now CRO at Dreamdata. A self proclaimed Marketer by trait leading the revenue organization! Not the most common path. Steffen who he learned to step in the shoes of sales, build marketing for sales and ultimately produce a revenue attribution platform to help marketing and sales drive revenue!  Visit Steffen at http://dreamdata.io or on LinkedIn

In this episode, we hosted Steffen Hedebrandt, Cofounder of Dreamdata.io to talk about B2B revenue attribution. Dreamdata.io is a B2B revenue attribution platform. We discussed how Steffen started Dreamdata and what piqued the idea in his mind. We also talked about the GTM strategies and playbooks their team is using to conquer this market. All this and more with Steffen in this episode. Connect with Steffen on LinkedIn - https://www.linkedin.com/in/steffenhedebrandt/

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

Accurately reporting on marketing attribution has historically been one of the biggest challenges facing marketers. Here's how one expert solved it. This week on The Inbound Success Podcast, Dreamdata founder Steffen Hedebrandt spent years working as a marketer trying to accurately measure the ROI of his marketing campaigns and investments. After struggling to find a software tool that could do it for him, he finally built one for himself.  Today, Dreamdata helps marketers process data from multiple platforms to make sense of what's working, and which marketing efforts are driving results for the business.  In this episode, he shares some of the key lessons he's learned, and what marketers need to know about marketing attribution reporting. Check out the full episode, or read the transcript below, for details. Resources from this episode: Visit the Dreamdata website Read the Dreamdata blog Connect with Steffen on LinkedIn Transcript Kathleen (00:00): Welcome back to the Inbound Success Podcast. I'm your host Kathleen Booth. And this week, my guest is Steffen Hedebrant who is the co-founder of Dreamdata. Welcome Steffen. Steffen (00:22): Thank you so much, Kathleen. I'm happy to be on a show that is about my, one of my very favorite topics as a marketer. Kathleen (00:31): I am excited to talk with you because we're going to talk all things, data, and my listeners know that I am a huge marketing nerd and I love to nerd out on really specific marketing topics like this and data is, is one of my favorites. So before we get into it, I would love it. If you would tell my listeners a little bit about yourself, your story how you came to be a co-founder of Dreamdata and what Dreamdata itself does. Steffen (01:01): Thank you very much, Kathleen. So ever since I left university I've been working with all things growth. You can see where it kind of, basically I started out doing doing a lot of SEO, then moved into more like regular business development that then like then I became a marketing leader and now I'm a co-founder of a company. So I've been doing a lot of different stuff that needed to grow. All of it has been B2B though. So when I'm, when I'm talking here today all of my experiences based out of a B2B world and not at the B2C world. So I think that's always important to, to know today. I'm a, I'm a, co-founder at at Dreamdata and we make a, a B2B revenue attribution platform. And we so this is kind of a big thing for us. Steffen (02:01): We first of all, we do B2B attribution. You can say, and, you know, B2B is quite a lot more complex to track than, than the B2C scenario. You have multiple stakeholders and a deal. The deal takes three, six, 12 months. The deal is closed by a team effort from marketing to sales, to maybe customer success as well. So there's a ton of touches involved in this, and that's why we call ourselves a revenue attribution platform, because we heavily believe that all touches matter and not just the marketing touches here, like doing only marketing attribution would be seeing that the effort of the sales people was not important in the B2B deal. And we want to give the holistic picture, not just the contribution of marketing to it. So if I take a step back and why I find this really interesting, I was a marketing leader at a company called Airteam, which does school screen-sharing devices for schools and businesses. Steffen (03:11): And I joined when there was like 15 people and left around a hundred and from zero ad spend to $150,000 a month. Initially I knew every time I pushed a button, I knew the effect on the other side, but as you go and you've picked all the low hanging fruits and that you're running on all channels, it gets pretty muddy, whether it makes sense to add in another 10,000 euros or 20,000 euros to the monthly ad spend. And that's because of this problem that does maybe three or four people involved in making a decision. So you might make your marketing investment on getting one person to your website. And then another person comes to validate the product. And then a third person comes to pay for the product. Then you can only see that you spent your money on like getting the new step to sign up or the demo call where in fact, all three people were actually part of the same journey. And that's why you want to kind of, you want to be able to actually match the spend you had on the first person with the revenue you make with the, on the last person who comes with the credit card. Kathleen (04:20): This is so interesting. And, and the timing of this conversation is perfect because I was just having a debate with somebody on LinkedIn about marketing attribution. And he was rightfully saying that, you know, while everybody loves when marketing can report on like marketing sourced leads, like, Oh, we brought this person in, you know, there's also marketing influenced leads and, and, and marketing influence pipeline. And we were talking about how, at least in my experience, most C-suite people don't really care about marketing influenced pipeline because it seems like a vanity metric to them. Like, and I think it's because of a lack of really good data. I think they just think it's like a made up thing. Like, what do you mean you've influenced this pipeline? And there's also this natural tension between sales and marketing of like, who gets credit. And I feel like, I feel like so much of that almost like toxic attitude is, is, comes because we don't have really clear visibility into what's really happening. Kathleen (05:36): It's like, you know, it's like marketing saying, okay, this lead, I get a hundred percent credit for, because I sourced it and sales saying, well, I get a hundred percent credit for this one because I sourced it. And there's like, it's very binary. There's no in-between. And, and that's precisely because of what, like you're describing, we don't have that crystal ball into like, what are all the touches, the journey with all the different people in the mix. And so I'm so interested in, in what you do, because it seems to me that that having that kind of data would open the door to maybe changing the conversation that happens around attribution within companies. Steffen (06:15): Yeah. I have so many comments but you can say, so how I fundamental approach to attribution is let's get all the touches there before we talk about anything else, which means if you have this sales and marketing alignment conversation, then the first thing you can see is, look, this is all the touches that we have on this account. Then after that, you can then discuss, you can have an opinion about what was the important part that magazine actually started the journey or that sales finished the journey, but you got to have all the touches there. And I think what, what most B2B companies are struggling with is that they are the CRM system is dictating dictating what's going on or what, what, what is perceived as the true, if you can say. And the problem about that is that I think a lot of them have this original source field and that original source field can be modified constantly by whoever wants to know, move us this webinar. Steffen (07:24): Or I met him at this event and kind of then like just the fact that you can constantly change it, according to your opinion is a big problem, but it's also a very narrow field into a, kind of a less, it's kind of a less touch before you converted the the person. But what goes ahead is all the kind of anonymous behavior until that you actually convert them into the first time, you know, what person. So that's kind of also what we, the way we approached this, this, that we, we give our clients, the, each we put on the website and that script starts to assign everybody who comes to the website with an anonymous ID. And then we record everything that the anonymous ID is doing. And then at the point of time where they identified himself, we get the consent to go back and look at the anonymous ID. So it's not just the last touch. He came from this retargeting thing. Then the first time we heard about him was this original source in the CRM. Kathleen (08:22): And you're pulling data in from a lot of different platforms, correct? I mean, you're sitting outside of kind of the rest of the tech stack and, and aggregating all of that. Steffen (08:34): Yeah. And this is where I probably couldn't, we, we could need your advice as well because we, we feel like it's kind of, we're kind of trying to make a new category where we kind of want to be the center to check in the middle. So we basically built data pipes to every tool that you would use. So sales would have their CRM marketing, some automation, customer success, a tool, maybe just a BDR tool that's as well. So you basically, we integrate all the data over to us. And then instead of Kathleen being five Kathleen's in each system, we would organize you to be one person that are present and have touched us in all the tools. And then we map you to the account. So every person, or we basically build a timeline. So if there's Kathleen and then Steffen from the same account, we'll just put every time there's a touch, we'll put it into the timeline. Kathleen (09:24): So how are you, I mean, in principle, that sounds great, but I imagine that the potential for like duplication at the, at the individual contact level is there, I imagine trying to somehow, like the biggest nightmare I have in my many systems is trying to associate all the various contacts with the parent account and like capturing all of that. So how, how do you handle that across so many different systems? Steffen (09:55): Yes. That's some of what you you pay us to run our algorithms to fix, we can fix it inside of whatever tool, but we will fix it on our end. So like, we will identify duplicates on persons, on accounts, et cetera. And then we have like a hierarchy of like rules that kind of run through and then fix this, these things done in this way. Kathleen (10:24): And how does that work? Is it bi-directional so like when you clean it up I, you know, I assume like, let's say I have HubSpot and Salesforce and outreach and all these different tools then desk. And I have like my messes in each of those platforms. And then it goes into your platform, you clean it up, is there, do you then have a function where you can sort of like push it back out and correct. Steffen (10:52): Right now we don't push it back out, but we, like, we fix the we, we fixed it within our, you can say data model and we also expose the data model to the client. So if they want to like use it to, to push back, then they can they can do that. Kathleen (11:08): So what would be, obviously people are using your system for attribution, but I imagine they're also using it for other things, because it sounds like if you had insight into what's happening at an account level with all of your contacts in my head immediately goes to, this is so great for account based marketing. I could, I could do account level scoring. I could use it to run ad campaigns. What are all the different ways that people are using this? Steffen (11:40): Yeah, so I can think are like main main users right now are the marketing, the attribution, and it's also the customer journey to get an insight of all the touches, but I use it myself when I do business development to sort of see, okay, now that account that I had been targeting, he actually came back to our website. Now it's a good time to reach out. And what I mean by that is that it's a great way to, for your reps to know who to work with and what to do, because you can see now that account is active in some sort of system, would you, and you can see what they've done. So you can kind of also figure out what you want to do next. Steffen (12:27): Does that make sense? It can also be kind of figuring out your, your channel mix more like on a, like a leadership level because we, and if we do attribution all the way down to a specific campaign, but we also aggregate it up per channel and some channels play very, very, very different yeah. Roles. And if you look inside of Google analytics, you would only see kind of less touches, but there's actually a lot of channels that work well, if you're able to track from, like, where did they start campaigns that don't start campaigns? What would be some examples of that? Oh, that's a lot. But like, for like, let's say digital businesses, it's very typically a Google ads, for example, a search ads. I've never, I have to confess, I've never been able to make Google ads, looks profit, look profitable inside of Google ads. Steffen (13:24): And the problem is that if, when we go back to the example that I gave you before, is that you do your investment on some sort of persona that has some sort of intent, but then some person comes with a credit card afterwards, which is to touch. You would see in the Google analytics and those sorts, but the spend was made at another place. So the spend actually starts a ton of journeys, but it's the first touch. It's not the last touch. That's so incredibly important to understand, because if there's a 10 X difference in revenue from first to last touch, then Europe probably heavily investing in a source. I'll give you another example. In my old company I, I had the beginning of 2018 or so I went to the CEO and said like, now we need to really heavily bet on content. Steffen (14:17): And we went out and hired two writers, a designer, eh, a videographer, and then a manager for the team and for the first nine months or so, the only thing we had to show was, Hey, look, organic traffic is going off in Google analytics. And it's like, yeah, but you can't really pay salary with organic traffic increasing in in Google analytics. And that was actually the point of time when at the end of 2018 met my two co-founders who had just left their old jobs to, to build this company. And basically because we'd been using Segment, I don't know if you're familiar with that. Kathleen (15:04): I haven't used it. I've heard of it, but I have not used it. Steffen (15:09): It's a customer data platform. And because we had been using that, we were able to replay our data from like all the visitors from the website and what they've done, and whether they, they ended up becoming deals. And so, and what I could suddenly see is that basically with that technology that now co-founder of it, we were able to prove that the content actually started a ton of journeys, but it was not the last touch on those journeys to become a revenue. And then we started seeing specific clusters of content that were super valuable, but completely impossible to see inside of Google analytics. Kathleen (15:54): And why is it so hard to see that in Google analytics? Steffen (15:58): It's because this thing, as the example I gave before, like it's very, it's very rarely at the person with the credit card that does the research and what Google analytics shows you is like they came in from this source or this source, and they did this and this, and then, then your direct channel will be the channel with all the money. And that's a, you can't really scale that somebody comes directly to your website, they give, give you money. You need to kind of understand that full journey in order to sort of do more of what works and do less of what not doesn't work. And let's see if I can let's let's go on to just talk a little bit about concept then, because I think what I've, what I've seen is really that it's so important that you look at what you do, content that has a strong intent versus a big volume. Steffen (16:54): When I look across all our B2B customers here at Dreamdata, all those articles that they've done, where they've done keyword research, and they have a lot of traffic on the keywords. So rarely that there's any revenue on those those articles, but very narrow articles with a lot of intent, like searching for an alternative to a competing product or that those sorts, they drive so much revenue out of very small chunks of traffic. And I think that's a mistake I've made so many times because you get so fascinated by this large amount of searches, but when did it arrive on your website? There's several intent behind it. Kathleen (17:38): I'm so glad you said that because this is something that I have been preaching for a while. You know, and it was funny at the last company, I was, we made a very niche product and we, there was like almost no search traffic for it. It's a tiny, tiny amount of search traffic. And I think most people, had they done keyword research would have been like, it's totally not worth creating any content around this. But, you know, my thing is the 20 to 30 people who searched this every month are like the 20 to 30 people who will buy from us. And, Oh, by the way, at that company, we were selling to government. And so one sale could be like millions of dollars. So we did this whole content strategy, like a whole pillar content and topic, cluster strategy around this like extremely tiny, tiny niche topic. Kathleen (18:35): And we, the great thing is we were very quickly able to own it. And Google, like we had all the top search results. In fact, we'd beat the national security agency and we beat Wikipedia for one of the topics and it worked. So I totally agree with you. Like, it's just funny to me that people do, they, they, they try to, like, as somebody once said, like eat the elephant in one bite, when, you know, there's just an easier way to do things. And it's to go after those tiny, tiny topics, when, you know, the intent is so good. So I love that you have data to back that up. Steffen (19:09): That means also kind of, when you then pull them to your website, you don't pull a big audience that you have to pay a ton of money to retarget, but you know that the people who then come you'll want to pay a lot of money to, to get in front of it. Kathleen (19:22): Yeah. It's worth it to spend a lot more, you know, per impression or per click, if you know that that's the right person. And it's funny because I had the same conversation. This is like making me think of a bunch of things. I had the same conversation recently. I was doing some training for my team on how to use LinkedIn really well. And we were talking about hashtags on LinkedIn and people, a lot of people don't even realize like how useful they can be. And one of the questions I got was yeah, but how much search volume do those hashtags have? And I was like, I don't even care if they're super relevant to us, even if there's like a tiny number of people searching, like those are the people that we want to see. So it's just, I I'm so on the same page with you about this, Steffen (20:08): But it is kind of also when you compete for the big things, like you also most likely competing with some extremely powerful players that you can kind of, you can forget about outspending them because they have a ton more money than you have. So you want to go around those big guys in there and find the topics where, where they're weak. Kathleen (20:27): That's exactly right. So now I want to know all the other cool things that you've discovered looking across your customer's data, because that's really interesting that you're able to surface those insights. Steffen (20:39): I think yeah, it's also, you know, I'm a marketing leader by background myself. So being able to peek into these different kinds of machines, it's it's very interesting. One component that I would like to stress as well is it's a metric. We call it time to revenue, which means from the first person from an account who was anonymously on your website until the account is close to one, how long does that take? And it's significantly longer than most of our customers expect. So, so what companies don't do really, really well is that from the point of time where an account hands over an email, then the typical CRM sales machine, they know exactly how each stage, how long that takes. But they forget to actually add all the research time where customers are anonymous and actually like still trying to understand what you do. And it's part of the same journey. I think that's my point, Kathleen (21:39): Right? That famous statistic, everybody cites that people get 75% of the way through their buying journey before they want to speak to a sales person or whatever that number is. Steffen (21:48): Yeah. And so like the reason why this is so important is that a mistake I made a ton of times in my, in my old job was I was trying to judge my ad spend in the same month that I made the investment. Even though I know that the average journey is maybe six months or so, but it was all I had kind of say, okay, I spent this money and we made this money this month, but it's, it's a ridiculous thing to do because the number you pull up is vanity. So what were you able to prove with this is that we can help people actually understand when they can judge an experiment. If the average journey is like, let's say 160 days, you cannot do the confusion after 60 days or, or, or the sorts of that. And also kind of for us, marketing people the CEO cannot come in November and say, Hey, you need to impact the budget this year, because I actually know my time to revenue is 160 days or so. So if you want me to impact this year, we need to start that investment a lot earlier. Kathleen (22:53): Oh, that's so interesting because that is a mistake I see people making a lot is trying pay-per-click ads and deciding within 30 days that they're not working. I can't tell you how many times. I used to own an agency. So I I've seen a lot of different companies, I've been, you know, in a lot of companies Google analytics. I'm now in house myself. But so often I see people try it for just a short amount of time, 30, 60 days. And then they conclude pay-per-click advertising doesn't work for me, you know? Steffen (23:27): The problem as well to that is that it's not going to hurt the first month because you've sort of stuffed the funnel then like three months go by and you realize, Hey, we're not getting any SQLs now because it takes 90 days to become an SQL. For example. Kathleen (23:46): You've got to know that it is so important to know what your leading indicators are for pipeline. And I mean, I feel like in sales that's a little bit easier cause I used to be in sales also. And, and I knew, for example, when I was in sales, that if I didn't do a certain number of like initial, we call them exploratory calls. If I didn't have enough exploratory calls in a given week two to three months later, I wasn't going to hit my target for closed one deals in marketing. We do a much poorer job of that. And I think because it's less straightforward and you know, harder to measure. So I think it's really interesting that you you're able to pinpoint that time to revenue and give marketers a better sense of like what they need to do now. And if they're not doing it, what the effect is going to be in that future timeframe. Steffen (24:35): And if there's another thing to preach around, this is also that the granularity matters when you're looking at your pipeline, meaning that it's kind of vanity. Let's say you're judged on delivering a hundred MQLs per month. Then you don't just want to increase that a hundred MQLs to 150 MQLs. You want to look at who actually moved on and become, became a sales qualified lead. And then you want to granularly understand each of those, let's say 25 journeys. Where did they come from? Was it specific ads, specific content or something else? And then you want to focus on increasing the amount of SQLs or basically the accounts that kind of go all the way through your pipeline. You want to repeat the success of those campaigns and the new one is stop everything else almost because that's wasting your own money. And it's wasting also the salespeople's time, Kathleen (25:37): For sure, like knowing which types of leads are the best and then turning up the dial on those. Steffen (25:43): It's kind of, I think most sales people like say sales leaders and CEOs are saying, they look at the spreadsheet and say we had 50 SQLs. Give me 50 more. And then, then you just scale your whole spend to try to hit that overall number, but you just waste so much money if you have no, if you don't understand the kind of granularity that is driving the specific SQLs. Kathleen (26:09): Well, and I think part of the problem, I was just talking about this with somebody. Part of the problem is that so many marketers are judged by the number of MQLs they're able to deliver. When in reality they should be judged on the same thing sales is, which is revenue at the end of the day. Revenue growth. Because the incentive, if you're judging marketing on MQLs, is for marketing to send over everything. And half of it could be garbage. I was having this conversation and we were talking about like, sometimes you, you know, marketing will send over a lead that's like, Oh, this person downloaded an ebook. Well, that is not a person who's ready to be called by sales. Like not at all. If you're being judged on revenue, you're more likely as a marketer to say, okay, this person only downloaded an ebook. Let's hold off. Let's make sure we're nurturing them really well and push them to become a hand raiser. And then once they've raised their hand, let's send them over. But absolutely reverse incentive in place the way I think a lot of companies incent marketers. Steffen (27:15): Very much agree. I'd like to see, I think we will see, I would rephrase it. The thing I think we should see marketing wanting to go to SQL focus or like later stage pipeline focus. Of course there are some parts of the deals that they are not in control of, but you want to be tracking them onwards from MQL to like, are they actually really quality leads? The ones you sent through? Kathleen (27:42): Yeah, for sure. And it's funny because we started this conversation talking about like sales and marketing, kind of sometimes being adversarial and wanting to take credit for things. And I think this, this almost comes full circle and brings us back to that because sales and marketing are both being judged based on revenue, as opposed to MQLs, SQLs, all of that. And if I also sort of believe that like compensation for both should be tied to revenue, if everybody's being judged on the same metric, then all of a sudden there's no need for anybody to claim credit. Everybody's getting credit based on the same number. So you, you row together as a team, right? Steffen (28:24): Actually I have a few customers who trust our data so much that they're starting to assign compensation to the marketers based on the attribution models, like are marketing actually starting journeys that ended up converting like three months later. So that's radical, but they are judged on whether they actually just have these first touches on the deals that actually end up becoming like actual signed deals. Kathleen (28:50): That's interesting. What about influence? Are they compensated on their influenced revenue too? Steffen (28:56): Not that I think, but they're also pretty radical in the thinking, but I like that it's kind of the they're so data-driven that they want to reward the market system that sense. Kathleen (29:06): See, it goes back to what I said in the beginning, which is that nobody in the C-suite cares about marketing influenced revenue. I just haven't found anybody yet. Marketers love it, but leaders don't. Steffen (29:18): And I think this is also kind of, if you want to be taken seriously as a marketer, as a marketer, you want to, you need to have the narrative, you need to be able to explain why, what you do becomes revenue, because then it's, it's a lot harder to let you go during a pandemic. If you're actually delivering, like, let's say 70% of all deals marketing touched or something like that. Kathleen (29:45): Well, I love that point that because heads of marketing, CMOs, VPs of marketing, have the shortest tenure of any position in the C-suite. And so anything that can help us justify our existence and keep us around longer is a good thing. Steffen (30:03): So incredibly complex to be a marketing leader, because one day they're shouting leads and then your day it's like, we need to new have a new branding, a new position or something like that. Kathleen (30:15): Everybody thinks they're a marketer, right? Steffen (30:20): So also super different kind of, I think my strong side. So the more like numbers serving my marketing, which makes me struggle sometimes when it's about like communication and positioning and those sorts of things. So I guess did the challenges too. I can now I'm the, I'm the founder, but for markets this out that they really need to be explicit about what they're good at and what the CEOs can expect when they hire you as a marketing leader. Like I'm not going to do the perfect branding campaign. I'm looking to do stuff that drives revenue or, or the opposite, Kathleen (30:56): Right. Or, or if I'm weak in this area, we're going to have to be ready to hire somebody. Good to support me. Yeah, absolutely. Well, we're going to switch gears for a minute here cause we're coming up on our time and I want to make sure I have a chance to ask you a couple of questions that I always ask all of my guests. So the first one is, you know, this podcast is all about inbound marketing. Is there a particular company or individual that you think is really setting the gold standard for what it means to be a great inbound marketer these days? Steffen (31:29): So now by me being Danish I think I can throw a company out there that you haven't heard of before. Normally I would say like Intercom or Segment or something like that who do superior content, but there's a Danish company called Sleeknote where I'm a huge fan of their continent, their CMO is called Emil. And they've produced kind of the thorough content that like makes you feel bad about to continue to do it yourself. So precise and so like dense and rich and yeah. Check out their blog. I think that's fantastic. Kathleen (32:09): I'll definitely check that out. And I always love when I get answers to that question and it's a company I haven't heard of before. So thank you for bringing Sleeknote to my attention. Second question is, digital marketing changes so quickly and I always hear marketers saying that one of their biggest challenges, it's so hard to keep up with everything. So how do you personally keep yourself educated and, and stay on the cutting edge of everything with digital marketing? Steffen (32:37): I think for me, it's the, the newsletter from growthhackers.com, which is kind of a weekly digest of the top posts in there. I think nowadays, it's the five best posts that they share. It's Monday evening when it comes out. And I think that's the most kind of cutting edge stuff that I see. And I think I've reached, I don't read many blog posts anymore because I've reached the kind of an experience level where I know that the basic tactics of most of the stuff, but in there I still like get "Oh, that I haven't seen before. And I want to implement that ASAP." Kathleen (33:18): Yeah. I'm going to have to take a look at that. I have, I switched roles recently. And so my email changed and I haven't been getting the growth hackers emails, but it is good stuff. And you're right. Like when you reach a certain point in your career, it becomes harder to find content that makes you go like, wow, that's really cool. I didn't know that. Steffen (33:37): So I've also like recently switched from like being a marketing leader to like marketing and sales leader. So like now I'm back to reading books, like High Quality Prospecting, Predictable Revenue and all that kind of stuff. So within sales, I feel I still have a lot, a lot of stuff to catch on. So there I'm actually willing to, to open the books again, but within marketing, I feel pretty comfortable about a bunch of stuff. Kathleen (34:04): That's great. Well, growth hackers is a good one. All right. If somebody is listening and they want to learn more about Dreamdata or they want to connect with you online, they might have a question, what's the best way for them to do that? Steffen (34:16): I think LinkedIn is where I'm the most active. I read everything on Twitter, but just reach out on LinkedIn. That's, that's a good spot. And the marketing innovation that we do, you can read on the Dreamdata.io blog to follow that I put out pieces there once in a while as well. Kathleen (34:35): Fantastic. And I'll put links to all of that in the show notes. So head there if you want to check out the Dreamdata website and blog, or if you want to connect with Steffen on LinkedIn. And if you're listening and you learned something new or you enjoyed this episode, consider heading to Apple Podcasts or the platform of your choice and leaving the podcast a review, that's how other people hear about us. And if you know somebody who's doing amazing inbound marketing work, tweet me @workmommywork because I would love to make them my next guest. Thank you so much Steffen. This was a lot of fun. Steffen (35:11): It was a big pleasure to be here. Thank you, Kathleen.

Steffen Hedebrandt is Chief Revenue Officer at Dreamdata and today we're talking about how to map the customer journey and attribute revenue. A big challenge all marketers face is connecting marketing activities with revenue. To do that, you need attribution. In this episode we dig into mapping the customer journey and attributing revenue to different touchpoints. We cover how to map the customer journey, how to attribute revenue between different teams and marketing channels, which attribution model Steffen thinks B2B SaaS marketing teams should use, and how Steffen and his team do attribution at Dreamdata. Links Dreamdata >> https://dreamdata.io Growth Hackers >> https://growthhackers.com/posts --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

Vi besøger en legende indenfor marketing attribution, nemlig Steffen Hedebrandt som er medstifter og marketing og salgs-ansvarlig hos Dreamdata.io. Virksomheden hjælper B2B virksomheder med at mappe deres kunderejser ud, og benytter data til at vurdere hvilke marketingkanaler der skaber bedst resultater. Et dejligt nørdet afsnit, for dem der elsker digital marketing og marketing attribution.

Today we're going to discuss how and why B2B data flows like a stream to the ocean. Joining us is Steffen Hedebrandt, the Co-Founder and Chief Revenue Officer at Dream Data, which delivers tools and enables algorithmic decision making in marketing and sales. In part 2 of our conversation, we're going to discuss how to use data to decloak the customer journey. Show NotesConnect With:Steffen Hedebrandt: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today we're going to discuss how and why B2B data flows like a stream to the ocean. Joining us is Steffen Hedebrandt, the Co-Founder and Chief Revenue Officer at Dream Data, which delivers tools and enables algorithmic decision making in marketing and sales. In part 2 of our conversation, we're going to discuss how to use data to decloak the customer journey. Show NotesConnect With:Steffen Hedebrandt: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // Twitter

Today we're going to discuss how and why B2B data flows like a stream to the ocean. Joining us is Steffen Hedebrandt, the Co-Founder and Chief Revenue Officer at Dream Data, which delivers tools and enables algorithmic decision making in marketing and sales. In part 1 of our conversation, we are going to talk about enabling growth through actionable insights. Show NotesConnect With:Steffen Hedebrandt: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today we're going to discuss how and why B2B data flows like a stream to the ocean. Joining us is Steffen Hedebrandt, the Co-Founder and Chief Revenue Officer at Dream Data, which delivers tools and enables algorithmic decision making in marketing and sales. In part 1 of our conversation, we are going to talk about enabling growth through actionable insights. Show NotesConnect With:Steffen Hedebrandt: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // Twitter

Fra marketingmand til sælger... I denne episode har jeg besøgt virksomheden Dreamdata og fik talt med co-founder Steffen Hedebrandt om hans erfaringer (og mangel på samme) med at skifte fra at være marketingmand til at være sælger. I episoden kan du bla. høre om Steffens erfaringer med at skifte fokus fra at generere leads til også at skulle lukke salget. Ud over det rent salgstekniske - som du får tips til - så kan du også høre Steffens tanker om det at bevæge sig tættere på kunden. Jeg er sikker på, at jeg får min gæst til at indrømme, at salg er farligere end marketing - og at det faktum gør at det kan være svært at skifte job. Jeg påstår nemlig, at mange sælgere (og ex-marketingfolk) er lidt bange for at ringe en kunde op og bede om et møde... Du kan møde Steffen - der gerne dele ud af sine erfaringer direkte til dig her: https://www.linkedin.com/in/steffenhedebrandt/ Dette kan du høre om Fra marketing til salg - mine udfordringer Skal marketing sælge? Skal sælgere udføre marketingopgaver? Den moderne sælger skal mere end bare lukke ordrer... Derfor bør marketing og salg måles på... Salg, naturligvis! Læs mere på dreamdata.io Tak fordi du lytter med :-)  

"Jeg er en ret hardcore fortaler for, at hvis marketing ikke driver omsætning, er det spild af penge. Hvis ikke du kan bevise, at det du laver giver penge, spilder du folks penge, og så løber de tør for penge på et tidspunkt." - Steffen Hedebrandt, Co-founder & CRO, DreamData.io I denne episode taler jeg med Steffen Hedebrandt, for at blive klogere på, hvordan marketing attribution kan hjælpe virksomheder med at skalere. Vi ser bl.a. nærmere på, hvordan man direkte måler marketings effekt på omsætning. Vi sætter fokus på den digitale B2B-kunderejse, som, hvis opstillet korrekt, kan vise, hvilke marketingsaktiviteter, som har drevet mest omsætning.   Glæd dig!  

B2B markedsføring er slet ikke så anderledes endda. Hør hvordan Steffen Hedebrandt har "neglet" den.

B2B markedsføring er slet ikke så anderledes endda. Hør hvordan Steffen Hedebrandt har "neglet" den.

I disse 2 episoder har vi Steffen Hedebrandt med i studiet, som fortæller om deres oplevelser og erfaringer med Amazon. Der er fokus på de ting, som de gjorde og havde gode erfaringer med. I disse episode er der blandt andet fokus på: SEO Ads: Vinderopskrift Reviews Attribution og andre kanaler

I disse 2 episoder har vi Steffen Hedebrandt med i studiet, som fortæller om deres oplevelser og erfaringer med Amazon. Der er fokus på de ting, som de gjorde og havde gode erfaringer med. I disse episode er der blandt andet fokus på: SEO Ads: Vinderopskrift Reviews Attribution og andre kanaler

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!

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".

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.

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.