Attributed - A podcast by Dreamdata

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. How LLMs Are Reshaping Content - From Creation to Visibility

    HACE 1 D

    How LLMs Are Reshaping Content - From Creation to Visibility

    AI is everywhere - but how do you actually show up inside it? As LLMs (ChatGPT, Claude, Gemini etc.) become a primary way buyers discover and evaluate solutions, B2B marketing teams face a new challenge: It’s no longer just about ranking on Google, but also about being surfaced, cited, and recommended by AI. Join Steffen Hedebrandt, co-founder and CMO at Dreamdata, and a panel of seasoned B2B leaders as they unpack how content strategies are evolving - from production and distribution to LLM visibility and influence. Together, they’ll share how they’re adapting to a world where awareness isn’t just built in channels - but inside the models themselves. What you’ll learn: ✔️ How to create content that LLMs can understand, trust, and surface in responses. ✔️ Tactics for increasing your brand’s visibility and recall inside AI-generated answers. ✔️ How buyer journeys are shifting as LLMs become a key discovery layer and what to do about it. ✔️ New ways to measure success when traffic is replaced by influence and inclusion in AI outputs. ✔️ The frameworks and skills needed to compete for attention inside LLMs, not just outside them. The Panelists: Sooraj Shah, Content Marketing Lead at Aikido Security Daisy Shevlin, Leading SEO/GEO at Cognism Anna Puig, Senior Growth Marketer at Orb Follow Sooraj Shah on LinkedIn: https://www.linkedin.com/in/soorajshah/ Follow Daisy Shevlin on LinkedIn: https://www.linkedin.com/in/daisy-shevlin-5a0409b2/ Follow Anna Puig on LinkedIn: https://www.linkedin.com/in/annakpuig/ Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata  💬 Join Our Community on Slack: Dreamdata Community  🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review.  🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

    58 min
  2. Kelly Hopping: Strong brand is the only way to shorten the B2B sales cycle

    28 ABR

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

    It’s a sad truth, but many B2B leaders still treat “brand” as fluffy stuff, something to worry about once the “real” marketing work is done. But when 81% of the buyer’s journey happens before sales even get involved, your brand can be your most efficient conversion lever. In this episode of Attributed, Steffen Hedebrandt sits down with Kelly Hopping, CMO at 6sense, to talk about her "Performance Branding" framework. She’s led marketing at Fortune 500 giants Dell and Kraft Foods and scaled the AI powerhouse Demandbase. She’s got the experience, so she’ll be sharing how she bridged the gap between consumer-style storytelling and high-velocity B2B revenue engines. What you’ll learn in this session: - Why a strong brand narrative is the only thing that shortens the sales cycle when the buyer won't talk to a human. - How Kelly structured her teams to own 95% of the company pipeline by aligning Brand, Demand, and SDRs under one mission. - Why shared metrics between the CMO and Head of Sales are the only way to scale "Performance Branding." - How to make sure your brand shows up when buyers (and LLMs) are researching your category behind the scenes. If you’ve ever been told to “just run more ads” when the pipeline is down, this one’s worth your time.  Follow Kelly Hopping on LinkedIn: https://www.linkedin.com/in/kellyhopping/ Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata  💬 Join Our Community on Slack: Dreamdata Community  🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review.  🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io  Sign up for our next Live Sessions:How LLMs Are Reshaping Content - From Creation to Visibility Joe Glover: The Power of In-Person Events in the Age of AIMark Ritson: Making B2B Marketing Work Better How to Win B2B LinkedIn Ads (272-Day Deals) with Anthony Blatner

    57 min
  3. Obviously Awesome: April Dunford’s 2026 Positioning "Do-Over"

    21 ABR

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

    Seven years ago, April Dunford wrote the book on B2B positioning. After 100,000 copies sold and 200+ more client projects, she’s back with us for the second year running to share what she’s learned since and what she’s changing. The 2026 Expanded Edition of Obviously Awesome is a refinement of the craft. April reveals why she’s collapsed her 10-step process into a streamlined 5-step framework and how she’s finally solving the "Value Gap" where most marketers get stuck. We’ll dive into: - The 10-to-5 Shift: Why she reorganized the framework to better separate pre-work from core strategy. - Solving for "Value": New tactics for the hardest step in the process: defining differentiated value. - The Execution Bridge: How to ensure your positioning doesn't die in a slide deck and actually makes it into the sales pitch. - Scaling Up: New guidance for multi-product companies struggling with complex portfolios. Join us for a masterclass in how positioning has evolved from a "static concept" into a "battle-tested execution playbook" for 2026. Follow April Dunford on LinkedIn: https://www.linkedin.com/in/aprildunford/ Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata  💬 Join Our Community on Slack: Dreamdata Community  🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review.  🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io  Sign up for our next Live Sessions: Leslie Venetz: Why Your B2B Outbound is Killing Your BrandHow LLMs Are Reshaping Content - From Creation to Visibility Joe Glover: The Power of In-Person Events in the Age of AIMark Ritson: Making B2B Marketing Work Better How to Win B2B LinkedIn Ads (272-Day Deals) with Anthony Blatner

    55 min
  4. Why Buyers Want to Own the Journey: Nick Turner on Self-Service

    14 ABR

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

    The B2B buying journey has officially flipped. Buyers are now willing to hand over their most sensitive CRM data to start a free trial without ever talking to a sales rep. In this special crossover episode, we’re sharing a conversation from the Aulium Podcast featuring our very own CEO, Nick Turner. Nick joins hosts Thomas Viguier and Markus Perkumas to break down why fighting this shift in buyer autonomy is a losing game and how Dreamdata leaned into this trend to fuel a $55M Series B. Nick draws on 15 years of GTM experience including leading U.S. expansion for European SaaS companies like Botify to explain how trust frameworks and interactive demos have made self-service adoption the new standard, even for complex, data-sensitive products. Inside this episode: The Death of the Gatekeeper: Why 10,000+ employee companies now start free trials on their own.Trust as a Catalyst: How GDPR, SOC 2, and data ownership frameworks actually enable buyer confidence.The PLG Engine: The role of open APIs in accelerating product-led growth.Sales-Led vs. Self-Service: Why resisting modern buyer preferences is a recipe for losing deals.Scaling a Global Culture: How Nick leads a Danish-founded company with 65 employees across 28 nationalities. Follow Nick Turner  on LinkedIn: https://www.linkedin.com/in/cnickturner/ Follow Aulium Podcast here: https://open.spotify.com/show/3QYrAWhRj3Twzi6rc1pLNq 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  Join our next Live Sessions Here:Leslie Venetz: Why Your B2B Outbound is Killing Your BrandJoe Glover: The Power of In-Person Events in the Age of AIMark Ritson: Making B2B Marketing Work Better How to Win B2B LinkedIn Ads (272-Day Deals) with Anthony Blatner

    1 h 9 min
  5. Data Storytelling: How Carta Wins the Content Game

    7 ABR

    Data Storytelling: How Carta Wins the Content Game

    How do you turn raw, proprietary data into the most talked-about content on LinkedIn? With AI gunk swamping our feeds and search results, packaging original data is one of the few remaining unfair advantages you can leverage as part of your content strategy. Peter Walker, Head of Insights at Carta, will be joining us to give his two cents on Carta’s data-storytelling engine, sharing how he transforms complex benchmarks into viral insights that drive authority, trust, and (most importantly) massive engagement. What you’ll learn: - How to identify the "human" story hidden inside large datasets. - Peter’s process for moving from raw data to a published post quickly. - Why data-backed content is the strongest weapon for winning the private capital market. - How to package insights for different platforms to ensure maximum reach. Follow Peter Walker on LinkedIn: https://www.linkedin.com/in/peterjameswalker/ 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  Join our next Live Session Here:Leslie Venetz: Why Your B2B Outbound is Killing Your BrandJoe Glover: The Power of In-Person Events in the Age of AIMark Ritson: Making B2B Marketing Work Better How to Win B2B LinkedIn Ads (272-Day Deals) with Anthony Blatner

    56 min
  6. Raising $55M When You're Not "AI-Native" | Nick Turner, CEO @ Dreamdata

    31 MAR

    Raising $55M When You're Not "AI-Native" | Nick Turner, CEO @ Dreamdata

    In this special crossover episode, we’re bringing you a deep dive from the Topline Podcast. Our very own CEO, Nick Turner, joins Sam Jacobs to pull back the curtain on one of the most intense fundraising rounds in recent memory. Stepping from CRO into the CEO role is a massive shift on its own. Doing it while simultaneously launching a $55M Series B in a market that turned cold on everything except "AI-native" startups? That’s a masterclass in resilience. What we cover in this episode: The 73-Investor Sprint: Nick reflects on the grueling six-week journey of pitching 73 different VCs and the reality of modern fundraising.The "AI-Native" Hurdle: How to prove value and secure capital when you aren't leading with an AI-first pitch in an AI-obsessed market.Revenue Durability: Why investors are skeptical of "flash in the pan" growth and why profitable, efficient scaling is the only way to win today.From CRO to CEO: Nick’s personal transition into the top job and how his commercial leadership background shaped his approach to the Series B. Whether you’re a founder looking for a reality check on the current VC landscape or a marketer trying to understand how to prove "revenue durability," this conversation is packed with raw, unfiltered insights. Follow Sam Jacobs on LinkedIn: https://www.linkedin.com/in/samfjacobs/ Follow Nick Turner  on LinkedIn: https://www.linkedin.com/in/cnickturner/ Follow Topline Podcast here: https://open.spotify.com/show/0sMemOFdCtzkxINozlqp4r 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  Join our next Live Sessions:  Leslie Venetz: Why Your B2B Outbound is Killing Your BrandJoe Glover: The Power of In-Person Events in the Age of AIMark Ritson: Making B2B Marketing Work Better How to Win B2B LinkedIn Ads (272-Day Deals) with Anthony Blatner

    25 min
  7. Mastering Paid Media at Scale with Rex Gelb

    24 MAR

    Mastering Paid Media at Scale with Rex Gelb

    This session will be a behind-the-scenes look at what it takes to scale paid media into a predictable growth engine. You’ll be learning from the best. After leading HubSpot’s global paid media engine for a decade, and growing it from a $20K experiment into a 20-person powerhouse with a $750m ad spend, Rex Gelb founded Summit Chase to help the world’s most innovative brands achieve rapid growth. He’s helped category-defining companies like Ramp, Vercel, and Reddit break through growth plateaus and turn paid media into a high-velocity revenue driver, not just a source of clicks. What you can expect from this session: - The HubSpot Scaling Framework: The step-by-step evolution of a global B2B ad program across 15+ countries and 6 languages. - Breaking Growth Plateaus: How to identify the "stalling points" in your account and the specific levers needed to unlock the next level of scale. - The 90% Rule of Failure: Why most B2B campaigns fail and how to build an experimentation engine that identifies winners with surgical precision. - Platform Synergy (Google, Meta, LinkedIn): How to balance your budget across platforms to optimize for pipeline and LTV rather than vanity metrics. - Hands-on Strategy for B2B & SaaS: Real-world tactics for using intent-based data to drive meaningful business growth for complex professional services. Follow Rex Gelb on LinkedIn: https://www.linkedin.com/in/rex-gelb-43445b1b/ 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

    56 min
  8. Personal Branding for the "Quiet" B2B Expert with Goldie Chan

    17 MAR

    Personal Branding for the "Quiet" B2B Expert with Goldie Chan

    Why is the “Cringe Factor” one of the biggest hurdles in B2B marketing? Most B2B organizations are powered by brilliant, introverted subject matter experts: the engineers, data scientists, and technical founders who have the deep insights the market craves. These experts aren’t known to shove themselves into the limelight, with personal branding feeling more like a cry for attention than a good business decision. In this session, we are joined by Goldie Chan, the "Oprah of LinkedIn," Forbes columnist, and author of Personal Branding for Introverts. Goldie has spent her career bridging the gap between high-level tech and human-centric storytelling. We’ll chat about how B2B marketers can harness their technical voice without feeling like an influencer. What we will cover: - The 5 C’s Framework: Goldie’s logical, step-by-step approach to building a brand through Clarity, Consistency, Competency, Confidence, and Community. - Reputation vs. Personal Brand: How to help your experts understand that if they don’t tell their story, the market will tell it for them. - Minimum Viable Content (MVC): Strategic ways to get high-value insights onto LinkedIn without the burnout of daily posting. - The "Teacher" Mindset: Shifting the narrative from "self-promotion" to "industry education" to get immediate buy-in from quiet experts. Follow Goldie Chan on LinkedIn: https://www.linkedin.com/in/goldie/ 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

    43 min
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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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