41 minutes | Mar 30, 2020

Understanding Attribution Models and The Buyer's Journey in B2B Marketing With Steffen Hedebrandt

This podcast episode is all about B2B attribution and entrepreneurship! We were lucky enough to have one of the co-founders of Dreamdata.io – Steffen Hedebrandt – join us for a talk and share his insights on the significance of understanding the B2B sales journey and the challenges we all encounter in marketing analytics. Steffen also shared his journey from having established a successful track record of scaling the businesses and building teams at Upwork and Airtame as the Head of Marketing to embarking on the entrepreneurship and founding Dreamdata. So, tune in if you’re ready to hear an inspirational journey, learn more about marketing analytics, and hear Steffen’s tips and tricks for successful fundraising! Key Takeaways: *If you do marketing and you’re not able to connect it to the revenue generated by your company, you’re doing it wrong! *One of the many challenges with B2B attribution is when we look at average ad spend in B2B companies, around 60-70% of the revenue they’re not able to connect. That doesn’t mean that the ads are not working, it just means they’re not able to track down what actually works and what doesn’t. *Go from undocumented offline stuff to something that gets digital reflection. Then you can start to make sense of the data. *Start storing your own data, so you don’t lose it! *When you start having 10-15 KPIs, your team doesn’t really know what matters the most, but you should be crystal clear about it. Choose 1 or 2 key metrics that answer 2 significant questions - do we sell more & why do we sell more? *When fundraising - run more parallel discussions! It’s better to start a lot of simultaneous discussions, so you can keep refining your pitch and at the same time, you can also accelerate your approach to investors. --------------------------------------------------------------- You can find more about Steffen and Dreamdata on: - Steffen's LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ - LinkedIn: https://www.linkedin.com/company/dreamdata-io/ - Dreamdata: https://dreamdata.io/ And for more information about The Nordic Growth Show podcast, please follow Aurabear's website and social media: - Website: https://www.aurabear.com/podcast - Facebook: https://www.facebook.com/aurabeargrowth - Instagram:  https://www.instagram.com/aurabeargrowth - Twitter:   https://twitter.com/AurabearGrowth - Linkedin:  https://www.linkedin.com/company/aurabear-growth
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