Attributed - A podcast by Dreamdata

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

  1. vor 1 Tag

    Repost: Mark Ritson: Making B2B Marketing Work Better

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

    Repost: Mark Ritson: Making B2B Marketing Work Better

  2. 21. Juli

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

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

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

  3. 14. Juli

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

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

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

  4. 7. Juli

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

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

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

  5. 30. Juni

    Leslie Venetz: Why Your B2B Outbound is Killing Your Brand

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

    Leslie Venetz: Why Your B2B Outbound is Killing Your Brand

  6. 23. Juni

    B2B Creator Playbook: Turning Attention into Revenue

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

    B2B Creator Playbook: Turning Attention into Revenue

  7. 16. Juni

    The Revenue-First Marketing Playbook with Mark Goloboy

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

    The Revenue-First Marketing Playbook with Mark Goloboy

  8. 9. Juni

    The Marketing Science Behind Being Remembered in B2B

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

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

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