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Old Game, New Game: Build a Strategic Narrative That Sells | Andy Raskin Most B2B companies tell the same story. Here’s who we are. Here’s the problem we solve. Here’s our product. Here’s why it’s better. Andy Raskin thinks there's a more powerful place to start: what has changed in your buyer's world? Andy is a strategic narrative expert who works with B2B leadership teams like Gong, Dropbox, Uber, Salesforce, Square, IBM, and joins Laura Erdem on Attributed to break down his “old game, new game” framework. Instead of opening with a problem and solution, it starts with a shift in the market: what used to make buyers successful, what has changed, and what winning looks like now. Laura and Andy will walk through real B2B examples, covering: - How to identify the change happening in your buyer's world - How to define your company's “old game” and “new game” - Why “old game/new game” is different from a typical before-and-after product pitch - How to establish stakes that make buyers care about the change now - Where your product should actually enter the story - Real examples of B2B companies that have put the framework into practice - How to use one strategic narrative across marketing, sales, product, and leadership If your buyers understand what you do, but still ask “Why now?”, this session will show you how to build the story that comes before the product. Follow Andy Raskin on LinkedIn: https://www.linkedin.com/in/andyraskin/ 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

Most B2B companies are trying to stand out. Yet buyers are surrounded by brands saying roughly the same things, targeting the same audiences and competing across the same channels. So how do you make your company get noticed, remembered and ultimately chosen? Louis Grenier, author of Stand The Fck Out*, joins us on Attributed to break down his four-step framework for building a B2B brand people have a reason to choose and can actually remember. We'll get into: - Insight Foraging: uncovering real customer truths instead of building strategy around assumptions - Unique Positioning: understanding the job buyers are trying to get done and finding a position competitors can't easily claim - Distinctive Brand: why differentiation and distinctiveness aren't the same thing, and how brands become memorable - Continuous Reach: identifying the trigger moments that make buyers act, then using the right channels and offers to reach them We'll also tackle a tricky question for modern B2B marketers: How do you know your marketing is working when some of the things that make your brand memorable are also the hardest things to measure? Expect a practical, and slightly contrarian, conversation about positioning, brand, buyer behaviour, reach and measurement. Follow on Louis Granier LinkedIn: https://www.linkedin.com/in/louisgrenier/ 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

Most outbound advice sounds great on LinkedIn. Personalise everything. Use intent. Add value. Be relevant. Don't spam. Sure. But what does that actually look like when you're trying to build pipeline every single week? In this session, Dreamdata’s Julian Muniz, Sales Development Leadership, and Steffen Hedebrandt, CMO & Co-founder at Dreamdata, sit down to pull apart how we approach outbound, what we prioritise, how we decide who is worth contacting, and what happens before an SDR ever picks up the phone or writes an email. They’ll dig into why good outbound starts long before the first message: understanding your ICP, spotting the right signals, getting the timing right, and giving sales a reason to reach out that goes beyond “just checking if this is relevant.” They’ll also tackle where AI and automation fit into the process, and where adding more automation simply creates more noise. Expect them to get into: - How Dreamdata decides who to target and when - Why intent signals can change the outbound conversation - Personalisation that goes beyond inserting {first_name} - How calls, email and LinkedIn work together - Where AI helps outbound and where humans still do it better - Why SDRs and AEs shouldn't operate as separate machines - What we've stopped doing, changed, and learned along the way This isn't a blueprint for sending more outbound. It's a conversation about how to make the outbound you already send more relevant, better timed, and actually worth responding to. Follow Julian Muniz on LinkedIn: https://www.linkedin.com/in/julian-muniz-b2b261bb/ 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

AI has made it easier than ever to create content. It has also made it easier than ever for every company to sound exactly the same. Same claims. Same features. Same advice. Same AI-polished LinkedIn posts. So how do you become known for something your competitors can't simply copy? Katelyn Bourgoin joins us on Attributed to unpack her framework for finding your company's “ownable idea”, the strategic territory you can claim and become known for. Katelyn is a buyer psychology expert, entrepreneur, and founder of Unignorable. She's spent years studying why people buy, how companies earn attention, and what makes certain ideas stick. Her latest work focuses on helping experts and companies uncover the one idea they can genuinely own in their market. And she has developed a practical five-step framework for finding it: Aspiration → Problem → Lens → Revelation → Directive In this conversation, we'll explore: - Aspiration: How to uncover what your buyers really want beyond the obvious business outcome - Problem: How to identify the problem they're already motivated to solve - Lens: How your experience can reveal something about that problem your competitors don't see - Revelation: How to find the hidden truth that makes buyers see a familiar problem differently - Directive: How to turn that insight into a clear belief or action buyers can follow We'll also discuss why an ownable idea isn't simply a tagline or clever positioning statement, how to tell whether an idea is genuinely distinctive, and why finding the idea is only half the job, you then need to make it memorable, repeatable, and strongly associated with your brand. And in a B2B world increasingly filled with AI-generated, sound-alike content, we'll ask an important question: If everyone can create more content, is the real competitive advantage becoming known for one idea? Follow on Katelyn Bourgoin LinkedIn: https://www.linkedin.com/in/katebour/ 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

Positioning shouldn't just make your website sound better. It should make your entire go-to-market motion perform better. Clayton Pritchard joins us on Attributed to unpack how strong positioning can improve performance across marketing and sales and why companies often waste time optimizing individual channels when the bigger problem is the story they're taking to market. Clayton is a product marketing and positioning expert, Owner and CEO at Olivine Marketing. Having worked across product marketing, growth, and GTM, he's seen what happens when positioning works and when messaging looks great on paper but falls apart the moment a salesperson has to actually use it. One of Clayton's arguments is that positioning acts as a multiplier across GTM. Improve the foundation, and you can improve everything built on top of it, from your website and paid campaigns to sales conversations and conversion. In this conversation, we'll explore: - How to tell when you have a positioning problem rather than a channel problem - Why positioning can improve performance across the entire GTM - Where Clayton's benchmark of a 20% lift across GTM comes from - Why good marketing copy doesn't always translate into messaging Sales can actually use - How Product Marketing and Sales can build and test positioning together - How to measure whether better positioning is actually impacting pipeline and revenue If you're spending more on marketing and sales but struggling to improve results, the answer might not be another channel, campaign, or tactic. It might be the positioning underneath all of them. Follow on Clayton Pritchard on LinkedIn: https://www.linkedin.com/in/claytonpritchard/ Follow Andrea Coloma on LinkedIn: https://www.linkedin.com/in/andrea-coloma/  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

Creator and influencer marketing continue to evolve, and AI is changing what success looks like. Join us as we sit down with Lee Odden, CEO of TopRank Marketing and a 20+ year pioneer in B2B content, influencer marketing, and search strategy, to unpack insights from TopRank Marketing's fifth annual B2B Influencer & Creator Marketing Research Report. Based on responses from more than 400 B2B marketers, the report reveals how leading organizations are approaching creator partnerships, where they're seeing the biggest opportunities, and what's holding others back. We'll cover: - The biggest findings from this year's survey and what they mean for B2B marketers - How creator and influencer marketing priorities are changing in 2026 - What separates high-performing, always-on creator programs from one-off campaigns - Why the intersection of influencer marketing and AI search visibility is becoming a major competitive advantage - How trusted creators and industry experts can help brands build authority with both buyers and AI-powered discovery tools like ChatGPT, Claude, and Gemini Whether you're building a creator program, investing in content and SEO, or preparing for the future of AI-powered search, this conversation will help you understand where B2B marketing is heading and how to stay ahead. Follow on Lee OddenLinkedIn: https://www.linkedin.com/in/leeodden/  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

Most B2B companies think attribution is a data problem. But what if it’s actually a people problem and the data simply makes that clearer? In this special episode of Attributed by Dreamdata, we’re sharing a conversation originally recorded for Frenemies – Where Growth Meets Reality, hosted by Julia Hartwig. Julia sits down with Lars Grønnegaard Hansen, Co-founder and CPO of Dreamdata, to talk about why having better data doesn’t automatically create better alignment and what companies need to do differently. Lars co-founded Dreamdata after experiencing the attribution problem firsthand at Trustpilot, where teams had more data than they could handle, yet still struggled to answer a seemingly simple question: Where are our customers actually coming from? The conversation goes beyond attribution and into the bigger challenge of getting marketing, sales, product, and leadership to work from the same understanding of what drives growth. In this episode: Why Dreamdata was foundedWhy attribution is fundamentally a people problem, not just a data problemHow to tell whether you’re actually using attribution to improve the businessWhy many B2B teams are still flying blind in 2026What a CPO sees that a CMO or CCO might notWhere AI is genuinely making a difference in product developmentThe Times Square billboard nobody saw — and what it taught Lars about smart marketingWhy LLMs may be supercharging the wrong go-to-market motionsWhy “data closes the measurement gap, but not the alignment gap”Follow the conversation 👤 Follow Lars Grønnegaard Hansen on LinkedInhttps://www.linkedin.com/in/larsgroennegaard/ 👤 Follow Julia Hartwig on LinkedInhttps://www.linkedin.com/in/hartwig-julia/ 🎙️ Listen to Frenemies – Where Growth Meets Realityhttps://frenemies.buzzsprout.com/ ▶️ Watch Frenemies on YouTube https://www.youtube.com/channel/UC6lzNb9GOhCpCtPf2NWnHsg Thanks for tuning in to the Attributed by Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed sharing it. To stay updated on all things Dreamdata and B2B go-to-market: 👥 Follow us on LinkedIn: Dreamdata 💬 Join our Slack community: Dreamdata Community 🎙️ Subscribe to Attributed by Dreamdata and don’t miss future episodes: Apple Podcasts or Spotify 🔗 See how Dreamdata helps B2B companies connect marketing to revenue: Dreamdata.io

Everyone wants growth. Few companies can afford to keep hiring for it. Natalie Furness - Revenue Operations joins us in this episode of Attributed by Dreamdata. She is the Founder & CEO of RevOps Automated, one of the most recognized voices in Revenue Operations and a leading advocate for helping companies scale revenue without scaling headcount. Natalie has built her reputation helping B2B organizations create operational leverage through smarter systems, data-driven decision-making, and automation. With AI doing more and budgets freezing, headcount is often off the table. So how do you drive more pipeline, revenue, and customer value? In this conversation with Natalie, you’ll learn: - Why headcount is no longer the default answer to scaling - The systems and processes that create operational leverage - Where AI is genuinely replacing manual work and where it isn't - How RevOps leaders can unlock efficiency across marketing, sales, and customer success - Common mistakes companies make when trying to scale too quickly - What high-performing revenue teams are doing differently in 2026 Whether you're a CMO, CRO, RevOps leader, or GTM operator, this episode is about building a revenue engine that compounds without compounding headcount. Follow on Natalie Furness LinkedIn: https://www.linkedin.com/in/nataliefurness/ 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 buyers spend more time learning from trusted experts, creators, and industry voices. So naturally, companies are investing in influencer programs to build awareness, credibility, and demand. But what separates successful influencer programs from expensive sponsorships that fail to deliver results? That’s what Laura Erdem sits down with Brianna Doe, a leading expert in B2B influencer marketing, to discuss. They'll dive into: - How to identify and choose the right creators for your brand - Common mistakes companies make when launching influencer programs - How to create authentic partnerships that audiences trust - Ways to measure the impact of influencer marketing on pipeline and revenue Whether you're a CMO, demand generation leader, content marketer, founder, or agency partner, this conversation will give practical insights for building a B2B influencer strategy that goes beyond brand awareness and drives real business growth. Learn how to build an influencer program that earns trust, drives engagement, and supports revenue generation. Follow Brianna Doe on LinkedIn: https://www.linkedin.com/in/brianna-doe/ 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

This episode is a repost from ROI's Into the Corner Office Podcast, hosted by Brandt Handley. In this conversation, Brandt sits down with Nick Turner, CEO of Dreamdata, to discuss his unconventional path to the corner office. From growing up in rural Virginia and co-owning a construction company through the 2008 financial crisis to spending nearly two decades building and scaling B2B go-to-market teams, Nick's journey offers valuable lessons in leadership, resilience, and self-awareness. The discussion explores how early life experiences shaped Nick's leadership philosophy, the lessons he learned from shutting down a business during a recession, and why understanding his strengths as an operator ultimately prepared him for the CEO role. Nick also shares his perspective on what Dreamdata is building in the age of AI, why high-quality data is becoming the ultimate competitive advantage, and the traits he looks for when building high-performing teams. In this episode, you'll learn: How resilience and family influence can shape leadershipLessons from navigating the 2008 financial crisis as a business ownerWhy self-awareness is critical for career growth and executive leadershipWhat separates successful operators from foundersHow AI is changing B2B go-to-market strategiesWhy clean, connected data is the foundation for effective AIThe four qualities Nick looks for in every hire Originally published on ROI's Into the Corner Office Podcast and hosted by Brandt Handley. Follow Nick Turner on LinkedIn: https://www.linkedin.com/in/cnickturner/ Follow Into the Corner Office Podcast: https://open.spotify.com/show/3fpukwa4sym0IcELKQ9Lbl Follow Brandt Handley on LinkedIn; https://www.linkedin.com/in/brandthandley/ 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

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

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

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

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

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