B2B Revenue Attribution | Cofounder at Dreamdata.io

I believe great marketing happens where data, intuition, and teamwork meet. Data shows what’s working. Intuition helps you take bold steps. And teamwork keeps it all together. Without it, everything falls apart.

Over the years, I’ve helped scale businesses and build marketing teams at companies like Upwork and Airtame - and now Dreamdata. 

Along the way (I think) I've learned a thing or two: 

Growth isn’t just about numbers. It’s about making smart decisions and balancing data with creativity. And no team succeeds unless the people on it are thriving.

Today, as co-founder and Chief Marketing Officer at Dreamdata, I'm passionate about helping B2B companies figure out what’s working and do more of it.

Why?

Because B2B customer journeys are... Complicated. They’re long, complex, and practically impossible to track without the right tools. 

Luckily, Dreamdata fixes this. In fact, I can proudly say the Dreamdata has become the tool I always needed in past B2B marketing roles. But we're not done yet.

We give you a clear view of your go-to-market efforts. You can see every touchpoint, prove ROI, and know what drives revenue. 

However that's not all. We also help you act on it. Build audiences, automate campaigns, identify buying signals with AI and focus your efforts on what works.

Great decisions aren’t about guesswork. They’re about knowing what works and having the confidence to act. 

That’s what Dreamdata helps you do. 

And it’s what I’ve spent my career helping marketers figure out.

Steffen Hedebrandt

We're HIRING!

Post our Series B founding round every team at Dreamdata is hiring and ramping up for the next chapter in our adventure.

If you're an A-player feel free to reach out to me - whatever your skillset.

In my team we're currently looking to hire:

Product Marketer

Head of Paid Ads

Writer

AI-Driven Activation & Attribution for B2Bs | Cofounder at Dreamdata.io

You ask, we deliver.

Super excited to announce one of our most requested features: CRM Syncs for HubSpot and Salesforce! 🎉

Now Dreamdata’s engagement data, AI signals, and audiences sync automatically into the CRM so Marketing can activate insights directly in HubSpot/Salesforce, and Sales can see who’s actually ready to talk.

You choose what to sync (Engagement Score, signals, sessions, audiences, LinkedIn engagement, firmographics, journey links, etc.), and we map it to any standard or custom fields. Syncs run automatically after every data refresh, so the CRM is always up to date.

This makes it easy to:

Prioritize hot/warm accounts inside CRM

Trigger workflows and tasks based on real intent

Give Sales visibility without extra tools or dashboards

In short: 

Dreamdata isn't just reporting anymore we're powering action directly where Sales works. 🚀

Would you like to do marketing to B2B Marketers?

Now is your chance.

We're hiring a Performance Marketing Lead.

The role is based in Copenhagen.

More info below:

Open article: Performance Marketing Lead - Dreamdata by apply.workable.com

I'm incredible proud to officially be announcing our new product tier: 

Dreamdata Activation 🚀

At Dreamdata we started by solving one of the toughest B2B marketing problems: 

Measurement. 

But knowing what works is only half the battle. 

Now, it’s time to act.

Dreamdata Activation empowers B2B marketers to do and report on all their account-based marketing ideas.

Because you weren’t hired to be a spreadsheet admin --> Take a look below 📹

Nothing better than to see your customers reacting like this to a new feature!

Introducing Dreamdata Audience Reach Report 📊

The Audience Reach Report, is a new feature that finally shows exactly how many of your target accounts your B2B marketing is reaching. 

No more guessing. No more gut-feeling.

Select an audience and see how target accounts or contacts that your account-based marketing reached within this audience. ✅

SparkForce

Since 2017 I've been helping companies with marketing on the side, and after having helped more than 40+ companies, I've noticed a trend:

Marketing is hard. B2B marketing is really, really hard.

The game has changed and the plays that used to work, are no longer sufficient. Gone are the days of just making an e-book, collecting emails and then calling it a day.

You need to master the art of generating demand, and capturing it.

Lighting the spark and forcing it through 🔥⚡️

That's the essence of SparkForce - a channel and approach agnostic powerhouse that does what works, no matter what it takes.

A few examples of the things I can help with:

- Paid channel strategi + execution (Facebook, LinkedIn, Google ads, Reddit, Quora, TikTok, SnapChat etc.)
- Content marketing strategy + execution (KW clusters, pillar strategies, webinars, e-books)
- Tooling / automation - setting up chatbots, CRM instances, tracking and so forth
- Social selling + sales enablement - educating teams on social presence (with tools), establishing BDR teams / efforts, setting up frameworks for sales collateral production, ensuring the right tech stack for you sales teams
- Organic social - strategy + execution - adapting the strategy to the platform and using the algorithm's to our advantage

Chief Executive Officer & Founder

United Fintech

Responsible for building the marketing function from scratch (employee number 6). Taking charge of establishing a data-driven, ROI positive, marketing engine from the start. 

Some impressive feats so far:

- ROI of +4x on all paid spend in less than 12 months
- Built and launched a website with 10.000+ visitors pr. month
- Hired and grown the team from 1 to 7+ FE's
- Stakeholder management across multiple offices and portfolio companies
- Part of the management team

Head Of Marketing

Complyon

Helped build and establish the marketing function from scratch. Managed to re-establish the website for inbound and have a positive ROI impact within 6 months.

Templafy

Head of Growth

Templafy empowers enterprises to streamline the millions of docs, presentations, emails prices quotes etc. that employees produce every day. Managed in the cloud and seamlessly embedded in all processes where employees produce documents and business content. Essentially we automate business compliance and boost end-user productivity in a future proof way.

As the traffic manager at Templafy it is my key responsibility to generate high quality leads through segmentation and an efficient online marketing strategy. A central task is to track and optimize the effectiveness of our marketing activities across platforms and channels and provide accurate reports on marketing metrics and data for all online marketing activities.

Traffic Manager // Growth Hacker

Temply

Helped assemble the product and drive in the first users. Managed to reach 1000+ users pr. week in the early days of the product.

I handled everything from:

- Website/content creation
- Setup of GA / Google Ads / Facebook / LinkedIn tracking + basic ad tests
- Go to market strategy
- Ad agency handling
- Marketing strategy

Digital Marketing Manager // Growth Hacker

Trustpilot

•	Responsible for building, developing and managing an integrated Sales Toolbox for the entire Sales team across the markets. This includes building a platform on Google Sites, adding and creating a wide variety of marketing/sales tools such as: Tier Guides, Competition Battle Cards, E-Mail Templates, Product Guides, B2B Packages and so forth
•	Responsible for re-launching the product marketing newsletter throughout the organization.
•	Official creator and manager of the Trustpilot internal Sales Community. An open platform for sharing ideas, tips and sales experiences among other co-workers.

Product Marketing Coordinator

•	During my time with Trustpilot I have developed a broad understanding of applying social media to the marketing efforts of an organization. I have worked with expanding the efforts within the following channels: Twitter, Facebook, Google+, LinkedIn, Instagram, YouTube, WordPress (Blog). 
•	Furthermore, I have spent a great deal of time on monitoring different markets for information of interest to Trustpilot – whether it would be press orientated material or more lead-generation orientated. 
•	I have also been responsible for educating new employees on social media, as well as being a part of the development of new courses to further help the education of the general employee within Trustpilot.

Marketing Assistant / Nordic Social Media Manager

Medius

Direct contact with possible customers. Handling of seminars and structural planning of sales efforts. 
•	Medius offers leading solutions to increase the efficiency and automation of business processes. Deals with sophisticated ERP-systems and provides a platform for applications through their flagship MediusFlow. 
•	During my time with Medius I have established an extensive knowledge of business processes and have been able to see the effect of my studies in a real life scenario.
•	Was promoted in 2013 to also handle the marketing actions for the Danish market; especially with focus on social media.

Student Employee / Sales Manager / Social Media Marketing

Politiken

Sales Consultant

Berlingske Media

The sales of newspaper subscriptions through the phone for numerous papers. In between high school and CBS I have been functioning as a fulltime salesman with around 20 shifts a month of 6 hours a piece. Was in the period of fulltime employment among the 3 best salesmen in the entire Denmark. 
•	Received a state-approved education in sales on theoretical tools, which has improved my sales capabilities greatly, i.e.:  EFU, BALA, Buying Motives, The 4 Phases,  the Zone, Questioning Techniques, Objection Handling, the praise-rice-praise method etc.

Subscription Consultant

Q8 Kuwait Petroleum Danmark A/S

Junior assistent

Founder @ SparkForce | The channel agnostic B2B growth agency | Demand Gen | Growth Advisor | Public Speaker | Podcast host |

I am on a mission to make marketing... better. For too long marketing has been at the backseat forced to make in-adequate arguments to our choices. Today, I believe we can do better. 

We can prove why marketing is important, and we can prove how much marketing matters. So, I try to do just that.

I try to combine strategic knowledge; with hands-on abilities; and a creative nature in order to truly create something unique. 

I've tried to list some of my favorite tools... Go figure:

MS Office, Google Sites, Facebook Power Editor, LinkedIn Campaign Manager, Falcon. IO, Sysomos, Sendgrid, MailChimp, Google Analytics, Wordpress, Twitter, TweetDeck, Trello, Slack, Intercom, Inspectlet, Hotjar, PhantomBuster, Dux-Soup, Yahoo Gemini, AdWords, ThinkCell, FindThatLead, DiscoverOrg, Grouply, Google Optimize, Google Search Console, Ahrefs, SearchMetrics, Screaming Frog, HubSpot, TwentyThree, YouTube, Opteo, Google Ads Editor, 

Let's go 

In the meantime check out my newest course on social selling: https://sparkforce.thinkific.com/courses/social-selling

🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀

A short list of the events/webinars/podcasts/blogs I've participated in recently: 

Spark - "Presenting the Perfect Audience with the Perfect Product" - https://www.falcon.io/spark/speakers

Social Ads Conference - "How to Win on LinkedIn" -  https://socialadsconference.dk/

Nordic Growth Hackers - "How we turned LinkedIn into one of our most profitable channels using paid tactics" - https://nordicgrowthhackers.com/ngh15-casper-rouchmann/

Accutics - Fireside Chat - https://accutics.com/blog/analytics-fireside-chat-casper-rouchmann-templafy/

Talentgarden - "Growth Hacking Google Ads" - https://schoolcopenhagen.talentgarden.org/growth-hacking-marketing/

TwentyThree - "B2B Video Marketing Growth Hacks" - https://video.twentythree.net/b2b-video-marketing-growth-hacks/join

TwentyThree - "How to Market a Product Everyone Wants, but No One Understands" - https://video.twentythree.net/seminar-how-top-brands-increase-engagement-with

Dansk Industri - "Hvordan vinder man med LinkedIn?" - https://www.danskindustri.dk/brancher/di-handel/events--netvark/events/linkedin/

LeadFeeder - "Score Big Wins with a Stellar Account-Based Marketing Strategy" - https://app.livestorm.co/leadfeeder/create-the-perfect-funnel-account-based-marketing-tips-with-templafy-and-leadfeeder

Falcon.io - "How to Win on LinkedIn" - https://www.falcon.io/webinars/winning-on-linkedin/

Casper Emil Sciuto Rouchmann

It’s been a week since GrowthForia and I’m still kind of blown away 😅

I didn’t really know what to expect going in (first time organizing a conference after all)

But the feedback since has been fucking amazing 💜

It was super nerdy, super technical and it just had an amazing vibe.

People came up, shared openly, laughed, asked hard questions and you could just see it on their faces.

Those little lightbulb moments when it hits them:

“Shit… we really need to up our game.” 

That’s exactly what I wanted GrowthForia to be 🤩

Something that inspires, and pushes people forward.

Not another “remember to post on LinkedIn” or “hey guys, just do some ads” kind of event.

Seeing how people showed up… the quality of the talks… the honesty in the discussions…

It was something else.

Thank you to everyone who attended, spoke and supported us in doing this 🙌

The speakers:

Brian Andersen Jennifer Montague Ulrik Lehrskov-Schmidt Nils Thiemann Adam Holmgren Sandie Taulo Essemann Olafur Solvi Palsson Emilia Korczynska 

And to everyone who made it happen behind the scenes:

Timmy Lindoff Sara Vlckova Andreas Obel  📈 Frederik Saabye Møller 

And the entire SparkForce team 💜

𝗧𝗵𝗲 𝗲𝘃𝗲𝗻𝘁 𝗰𝗼𝗻𝗳𝗶𝗿𝗺𝗲𝗱 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝗜’𝘃𝗲 𝗳𝗲𝗹𝘁 𝗳𝗼𝗿 𝗮 𝗹𝗼𝗻𝗴 𝘁𝗶𝗺𝗲:

Marketers are tired of being sold shortcuts.

They want to go deep, with real discussions from people who’ve actually done it.

And some of the awesome sessions throughout the day really showed that 👇

- Budget pressure is real.
Most marketing teams still struggle to prove impact in a way CROs and CFOs actually understand.

- Commercial productivity is the theme for 2025.
It’s no longer about scaling more SDRs and AEs — it’s about driving the commercial engine smarter.

- Marketing leaders need to lean in.

Not just to pipeline metrics, but to the entire commercial strategy because that’s where the real influence starts.

We're all in the opportunity buying game, and we have to acknowledge that.

𝗠𝗼𝗿𝗲 𝘁𝗵𝗮𝗻 𝟴𝟬% 𝗼𝗳 𝗮𝘁𝘁𝗲𝗻𝗱𝗲𝗲𝘀 𝘀𝗮𝗶𝗱 𝘁𝗵𝗲𝘆’𝗱 𝗹𝗼𝘃𝗲 𝘁𝗼 𝗷𝗼𝗶𝗻 𝗮𝗴𝗮𝗶𝗻 𝗻𝗲𝘅𝘁 𝘆𝗲𝗮𝗿, 𝘄𝗵𝗶𝗰𝗵 𝗳𝗲𝗲𝗹𝘀 𝗹𝗶𝗸𝗲 𝗮 𝗽𝗿𝗲𝘁𝘁𝘆 𝗴𝗼𝗼𝗱 𝘀𝗶𝗴𝗻. 😅

Soooo....

GrowthForia will be BACK 😎

Just because people love your product…

 doesn’t mean you’ve figured out how to sell it.

That’s the difference between product–market fit and go-to-market fit.

Product–market fit is simple:
→ People use your product.
→ They come back.
→ They’d be genuinely pissed if you took it away.

That’s a great start… but it’s not enough.

Product–market fit means you’ve built something people want.

Go-to-market fit means you’ve found a repeatable, scalable, and profitable way to sell it.

That’s when the unit economics make sense, when you can push the motion harder.

And it doesn’t break.

And that motion can look like anything 👇

• Paid channels that actually scale
• Events that drive predictable pipeline
• Outbound that works beyond one SDR
• A brand that compounds demand

Whatever the hell it is… you’ve found something that moves 

The problem is most SaaS companies stop after product–market fit.

They rely on happy customers and word of mouth.

That’s great and definitely works for some.

Word of mouth can move you forward… but it won’t move you fast enough.

Especially if you’re VC-backed or PE-backed.

Those growth expectations don’t wait.

So if you want to know if you have Go-to-Market Fit, ask yourself:

“Can we push this growth motion 10x harder — and will it still hold?”

If yes, congratulations. You’ve got it.

If not, you’re still experimenting.



Johannes Kristoffersen Søren Jensen Mathias Skov Onsby Theresa Sophie Bode Frederik Saabye Møller Timmy Lindoff

I had another one of those moments today…

You know when someone comes in absolutely convinced they’ve found “the thing” that’s going to fix their go-to-market?

And I’m just sitting there like:

“Sure… if you really think that’s the play… go ahead. Good luck, have fun. Bye.” 😅

It happens constantly.

B2B is full of myths that somehow refuse to die.

People keep chasing whatever tactic they’ve heard three times that week.

And honestly… I’m tired of seeing teams waste cycles on stuff that was never going to work in the first place.

So I asked my guy Anders Buchmann to team up with me.

He sees the same shit on the sales side that I see on the marketing side.

And together we’re running a webinar tomorrow where we’re just gonna set the record straight:

The most common B2B GTM myths 👊

If you’re into that kind of honesty,

come hang out with us.

Link’s in the comments 👇

I generally like mythology, (big nerd you know)

But not the kind that quietly ruins go-to-market strategies. 😅

The longer I work in B2B, the more I see the same GTM myths show up again and again.

They might sound smart and make sense in theory.

And that’s exactly why they’re dangerous, because no one stops to question them.

Things like 👇

- Search is dead (teams underinvest in long-term visibility).

- Sales owns GTM (marketing becomes a support function instead of a growth driver).

- Marketing should be measured on leads, not revenue (everyone optimizes for activity, not impact).

Yikes 🥲

These and many other marketing myths create a culture of short-term thinking and reactive decisions – the kind that look busy, but don’t move the business forward.

That’s why Anders Buchmann and I are doing a live GTM myth-busting session.

We’ll unpack where these ideas come from, why they’ve stuck around this long, and what actually works right now.

Expect (as always) some real lessons and a whole lot of charm and FUN.

Check it out 💬 https://lnkd.in/d-pmMYab

PS: Did y’all watch MythBusters back in the day?

Some of our Gen Z’ers were clueless and I think I aged 10 years when they said so 😅

When I first started running LinkedIn ads, it was all about clicks (and lead forms… oh my)

CTR, CPC, conversion forms… that was the name of the game.

Everyone was chasing lead gen forms, collecting emails, and pumping out ebooks.

I'll admit it, I did it too 🫣

Instead of fixing the core problem I was building all the stuff around it (nurture flows, automation, all of it) 

But I wasn't solving the real issue.

Back then, you couldn’t track half the things that actually mattered.

If you couldn’t see it, you didn’t do it.

Everything changed when GDPR, ITP, and all the new tracking protocols came in.

Suddenly, you had to track inside the platform instead of relying purely on your website. This meant we all had to get creative.

So here’s what’s different today:

The funnel today is based on signals, essentially.

If someone watches 75% of a video, drops a comment, or spends time on your post, 

THAT’S a signal they’re interested.

That’s where modern B2B marketing lives now 🙌

There is a format change happening:

Video → backed by thought leader ads → backed by single image ads

And then engagement, dwell time… these tell you way more about intent than a single click ever could.

Clicks used to be simpler.

But now it’s about how people behave across your touchpoints.

And here is where you’ll find your conversions.

You’re welcome 😎


Ethan Sølund Collins Frederik Saabye Møller Matt Laybourn Angelina Eggers Divya Swetha Kanchi Bhatta Peter Brisson Harvest

“If it ain’t broke, don’t fix it.”

That’s one of those quotes that only makes sense if you actually understand what “broke” means.

You can always improve something like tracking, copy, campaigns, workflows.
There’s no such thing as “done.”

But is the improvement worth the effort right now?

Sometimes you shouldn’t fix what works — not because it’s perfect, but because your energy is better spent somewhere else.

Let’s say your tracking setup works.

You’re capturing every metric you need.

Everything runs smoothly.

You could spend 10 extra hours tightening naming conventions or cleaning up data fields.
That might help you two years down the line when you’re operating at scale.

But right now? Those 10 hours might be better spent building something that actually moves revenue.

We’re living in a time where AI can make everyone look productive.
But if you’re not prioritizing the right things, you’re just getting faster at doing what doesn’t matter.

Efficiency means nothing without direction.

Don’t fix everything.

Fix the right thing.



Søren Jensen Meg Parker Angelina Eggers Ethan Sølund Collins Frederik Saabye Møller Mariana Barros

I talked about copying recently… this one’s kind of the sequel. 😅

Because every time someone mentions frameworks, marketers love to roll their eyes:

 “Ugh, everyone’s doing the same thing.”

Yeah, maybe.

But maybe that’s because those things actually work.

Frameworks are meant to be followed. That’s why they exist.

And yes, sometimes it feels like everyone is doing the same stuff.

Especially if you live in the LinkedIn bubble.

But it’s good to remember: just because you and I see it every day, doesn’t mean the world does.

If you’re selling to someone in compliance, logistics, or finance — they’re probably still seeing it for the first time.

We forget how small our little marketing echo chamber really is.

Maybe one or two percent of the market “gets it.” The rest are still figuring out what good looks like.

So yeah .. follow frameworks and learn from them.

Your job isn’t to invent something brand new every time.

It’s to understand why it works and then make it your own 💪

People keep overcomplicating dark social.

So here’s the simple version:

If someone sees your content, doesn’t click, doesn’t like, doesn’t comment…

but then goes into Slack, drops a screenshot and says:

“Hey, Casper’s onto something, we should talk to him.”

And then that person reaches out to me…

Where does that land in ever wonderful world of attribution?

Unless they literally write to you “Hey, I heard about this from X.” (#selfreportedatrtibution)

…you’ll never know.

And THAT’S dark social.

It’s basically a modernized version of word of mouth.

Can you measure it?

Nope, not perfectly at least.

But that doesn’t mean it doesn’t exist.

Yes, self-reported attribution helps.

That little box on your signup form:

“How did you hear about us?”

Or when someone tells you in a demo,

“I heard about you from my guy Casper.”

Those moments are gold, don’t get me wrong - but if you never note that down anywhere you’ll never know (and especially your marketing department won’t). 

So you’re not getting the full picture.

And here’s the issue: 

You’re never getting the full picture.

Most of what drives attention today happens inside the feed and not on your website.

People consume content where they already are.

Whether that’s LinkedIn, Slack, WhatsApp, Email threads and so on.

Then they convert somewhere else entirely.

And you don’t see any of that 😅

You either accept that reality, or you blind yourself with dashboards that make you feel safe.

Remember: 

Just because you can’t track everything doesn’t mean it’s not working 😉





Frederik Saabye Møller Ethan Sølund Collins Divya Swetha Kanchi Bhatta Johannes Kristoffersen

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