Attributed - A podcast by Dreamdata

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 founded Why attribution is fundamentally a people problem, not just a data problem How to tell whether you’re actually using attribution to improve the business Why many B2B teams are still flying blind in 2026 What a CPO sees that a CMO or CCO might not Where AI is genuinely making a difference in product development The Times Square billboard nobody saw — and what it taught Lars about smart marketing Why LLMs may be supercharging the wrong go-to-market motions Why “data closes the measurement gap, but not the alignment gap” Follow the conversation 👤 Follow Lars Grønnegaard Hansen on LinkedIn https://www.linkedin.com/in/larsgroennegaard/ 👤 Follow Julia Hartwig on LinkedIn https://www.linkedin.com/in/hartwig-julia/ 🎙️ Listen to Frenemies – Where Growth Meets Reality https://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