Attributed - A podcast by Dreamdata

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