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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 the co-founder of Dreamdata.io – Steffen Hedenbrandt – 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. Moreover, Steffen shared with us how he found his way 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 journey. 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!

If you do marketing and you’re not able to connect it to the revenue generated by your company, you’re doing it wrong!

KEY TAKEAWAYS
  • 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.  

  • 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.

  • Start storing your own data, so you don’t lose it!

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Steffen Hedebrandt

Steffen Hedebrandt

Steffen Hedebrand is the Co-founder and Chief Revenue Officer at Dreamdata.io, a company that collects all of the revenue related data, joins it, and presents it in a clear, insightful way. Having graduated from Copenhagen Business School with a master’s degree in Strategy, Organisation, and Leadership, he quickly paved his way to becoming a notorious growth hacker with a successful track record of scaling businesses and building teams at Upwork and Airtame as the Head of Marketing. Steffen has an exceptional growth mindset, is data-driven by heart, and loves all parts of scaling the commercial side of a business. He’s also passionate about giving back, so you can find his written articles on Borsen, the biggest finance magazine in Denmark, as well as passing his knowledge in speeches as a public speaker.

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Aurabear is a growth marketing agency based in Helsinki, Finland. We provide personalized growth marketing strategy and efficient marketing implementation for companies’ business.