Dreamdata

Chief Marketing Officer & Co-founder

Chief Revenue Officer & Co-founder

Dagbladet Børsen

Find an overview of posts here (In Danish): http://borsen.dk/opinion/blogs/author/7532616/steffen_hedebrandt.html

Blogger

AIRTAME

Joined Airtame as the first marketing employee and one of just a few non-product related roles.
We were less than 20 people when I started. Now Airtame employs over 90 people, with multiple offices. Built a world class marketing team of +10 people during my 3,5 years there.

When we started, the revenue was small. Having doubled that every year since, it’s not so small anymore. Website revenue has 10x’ed. So has the monthly Amazon sales. The amount of leads coming in is astonishing.

We’ve had articles in the most prominent business and tech media in the world. We’ve been named Export Case of the year, been nominated as Startup of the Year, been called a global B2B Facebook ads success case, hit the daily top list on Product Hunt, and so forth.

Head of Marketing

Upwork

Country Manager, Nordics

Elance

Ambidextrous

SEO - Online Marketing - Business Strategy

Founder - CMO / Marketing Director for hire.

VintageandRare.com

Areas of responsibility:

Product Management, Product Development, SEO, SEM, Website Conversion, Email Marketing, Recruiting, Business Development, Budgetting, Financial Reporting, Websourcing, HR, Google Analytics, Google Webmaster Tools and Google Website Optimizer, Keyword Analysis etc.

Chief of Operations / CMO

DJØF

In the spring of 2007 I held courses in "Excel for beginners" and "Excel advanced". The students were all attending Aalborg University. Since the fall of 2007 I have been lecturing "Mindmapping", which is also attended by students at Danish universities in Aalborg, Aarhus, Odense and Copenhagen. In this course participants are invited to take part in a co-creating journey that explores creativity, memory, left-right brain functionality, brainstorming and project management. I personally developed the teaching method, and assignments for both courses.

Lecturer

RCV Management

Analyst and PA

Vestas

I worked as an intern at Vestas Talent Development, while I did my master thesis.

Global Talent Development - Intern

B2B Revenue Attribution | Cofounder at Dreamdata.io

Steffen has an exceptional growth mindset, is data-driven by heart and loves all parts of scaling businesses. 

He’s a notorious growth hacker and with his successful track record of scaling businesses and building teams at Upwork and Airtame, Steffen truly knows the pain points of rapidly scaling marketing and growth first hand. 

Today Steffen serves as the co-founder and Chief Marketing Officer at Dreamdata.

What’s important? What drives revenue? What’s, in lack of better words… A waste of money?

This is the problem Dreamdata helps to solve; B2B Revenue Attribution.

I can hardly believe that this just happened. 🤯 🏆

Last night in New York, it was officially announced that we at Dreamdata have won LinkedIn's annual award for being the marketing partner providing the most Customer Value for LinkedIn Ads users globally!

It's hard to gauge this accomplishment.

The companies that we were in competition with for this award are companies 100 times our size!

Thank you to all the LinkedIn Partner and Product people that we work closely with every day to continuously innovate how B2B companies are able to extract value from marketing through LinkedIn.

And last, but not least, fantastic work, everyone at Dreamdata!

#linkedinads #paidsocial #b2bmarketing

Steffen Hedebrandt

Cheap B2B Marketing tactics that actually work. 🥰

Doing low budget stuff that has a significant impact is probably my favorit thing to do in marketing.

A while back I did a presentation on this topic for Marketing Connect CPH, which I thought it might be valuable to have a peak into.

However, before I tell you about the tactics, there's some marketing fundamentals that I always repeat:

1. You have to define your Ideal Customer Profile (ICP) before you do anything.

Who are you selling?

Why are they likely to become happy customers?

And why would they be willing to pay a significant amount of money for your product?

2. When you have defined the ICP that's your tribe.

When you know your tribe the amount of marketing tactics you can do gets a lot smaller.

That's great, because you now know that any tactic you select will have an impact on growing awareness about your company amongst the right people (ICP).

3. Set the budget. What are you willing to pay for a new customer?

This is your ultimate measure of success.

The tactics that hits your target customer acquisition costs you scale. The tactics that are way more expensive than your target customer acquisition costs you stop.

4. Start from the bottom funnel. Some might disagree to this, but starting in a new marketing role I would always begin by making sure we show up in front of the right people at the right time (ICPs in-market).

Once you've covered that part part well you can move up the funnel to focus on demand generation. (ICPs not in-market right now).

Okay, that was the fundamentals, here's 10 Cheap B2B Marketing tactics that have worked well for us at Dreamdata:

1. Social selling on LinkedIn.
2. Webinars. Both self-organised or taking part of others.
3. LinkedIn Live shows with interesting people.
4. Collecting reviews on G2 and Capterra.
5. Podcasts. Both self-organised or taking part of others.
6. Sending newsletters weekly.
7. Local gifting to companies that fit our ICP definition.
8. Guerilla events around ICP conferences.
9. Tech partners.
10. Agency partners.

Hope this can work as an inspiration for you.

Do reach out if you want me to elaborate any of them.

#b2bmarketing #b2bsaas #demandgeneration

Cheap B2B Marketing tactics that actually work

This piece of math is probably the most empowering and career enhancing thing any B2B marketer can learn 📊

What's an Acceptable Cost Per Acquisition (CPA): 

CPA < Revenue

Knowing this requires two inputs:

1. Know your sales funnel.

First things first, as a B2B marketer, you need to thoroughly understand what demand numbers it takes for your company to win 1 deal.

Ie. 1 won deal, takes 4 opportunities, which takes 20 MQLs that again takes 60 leads collected.

2. Know what you can pay for a new customer.

Second, you need to know what you can pay (in terms of acquisition costs) for a new prospect that reaches a given sales funnel stage.

To calculate a rule of thumb number, it doesn’t have to be an exact science: 

A new deal is worth $10,000. 
It takes 4 opportunities on average to win, hence you can invest $2,500 per opportunity created. 
Only 1 in 5 MQLs becomes an opportunity. This means you can pay $500 for an MQL (Strong intent action + ICP fit). 
Because only 1 in 3 leads match the definition given, you can pay $166 for one lead.

Why is this so important?

Two reasons:

1. As a marketer you need to constantly experiment to continue growing demand for your company's product or service.

Without doing the math, it's easy to get lost in terms of what a successful experiment is or vice versa.

Good marketing generates more revenue than what it costs to produce:

Cost Per Acquisition < Revenue

2. As a marketer, micro-management can kill your motivation and creativity. 

Having an agreed CPA for your marketing activities can liberate you from this. 

Once you’ve done the math, you should agree with your management and piers on what your standard operating procedure is: 

Any effort that generates more revenue than it costs is effective marketing. So concentrate on allocating your marketing budget to areas where it yields the highest revenue.

With this agreement in place, go out and experiment and partake in marketing that helps your company grow.

#costperacquisition #marketing

Them: "LinkedIn Ads are expensive." 

Dreamdata: "That's probably because you're not working with an official LinkedIn marketing partner."

LinkedIn is probably the greatest place in the world to advertise to B2B companies. 🎯

There's +1 billion profiles including job roles, companies, countries etc. listed.

You can make lists of exactly the companies you want your ads to hit. 

It's... Just amazing!

But if you're not set up to understand the value that the ads create for your company, it's easy to arrive at the conclusion that the ads might not be valuable, because... you have no proof besides your gut-feeling that they are valuable.

Below is an actual screenshot of a customer journey that became a customer we won in Q1. 💰

Their first visit to our website was someone who came directly to our website and booked a demo.

What went before this demo being requested was to 2 years of ad impressions on LinkedIn. 

#customerjourney #b2bmarketing #linkedinads #paidsocial

Here's to a great week - and to the fact that good marketing does not have to be expensive 🙌🏻 🎉

Last time in New York we bought a billboard on Times Square. 🗽

This time Alberto got to be our human billboard at LinkedIn's #b2believe conference.

Look at the reactions 😄

#b2bmarketing #marketing

The LinkedIn + Dreamdata = ❤️ Story continues.

Today LinkedIn just released Jeremy's, great write up of the amazing benefits that our customers are yielding as they use Dreamdata to send back sales pipeline data to the LinkedIn Ad platform. 

Sending back this data, enables LinkedIn Ads to know which of the past clicks was valuable and empower them to know which accounts and contacts to show your ads in front of the next time.

The tangible value of this automation is staggering:

On average this gives customers 20%  lower cost per action.

In some cases the cost per lead has been lowered by up to 87%! 🤯

But what’s more impressive is that this trend is also starting to be felt further down funnel, with an 80% increase in Opportunities created for this same company.

Want to learn more about Dreamdata and LinkedIn's conversions api (CAPI) then follow the link below.

#linkedinads #paidsocial #conversionapi #b2bmarketing

As a B2B company you do a bunch of go-to-market activities to trigger interest from specifically selected accounts.

Account-based marketing (ABM) is one these and it has kind of established itself as one of the must-do activities in many companies.

It makes sense.

1. You're able to provide a list of named accounts. 

2. You're able to raise the awareness about your company amongst these.

Nice.

ABM vendors however can only know so much about your company. They don't know the inner workings of your sales cycles.

That's where signals and signals-based selling comes in to the picture. 📶

You, more than anyone else, should be able to analyse when are accounts really expressing intent to buy your product?

When observe the signals you should have a ready-made playbook of what happens next.

Should the sales team reach out?

Should you automate a mail?

Should you increase ad pressure even further?

As always, Chris Walker nails this point 🎯 ⤵️

#b2bmarketing #b2bgtm #signals #signalbasedselling

B2B go-to-market for software companies have been through a wild ride the last years. 🎢

From the covid boom where software companies saw record breaking demand and the command was "grow at all cost".

To today where everybody have sobered up, business has returned somewhat to normal and "sustainable growth" is what you want companies to do.

A key metric that illustrates this crazy ride in growth land is what is regarded as acceptable customer acquisition costs (CAC).

During the covid boom Chris Walker would be working with clients that accepted 48 to 60 months pay back periods!! 💸

In simple terms; they would be happy to do investments into acquiring new customers that took them 4 to 5 years to get their money back.

Those days are over. 

Waaay over!

B2B companies now have to do effective go-to-market.

Acceptable CAC now is more like less than 24 months.

But how do you go from 60 months CAC to less than 24 months to recoup the investment in new revenue?

The dumb way: 

Require all departments and cost centers to reduce their spending with 20% and maintain the same demand and revenue level.

The smart way: 

Audit all your go-to-market. Find out what's performing above and below average. 📊

Cut the clearly negative outliers first. ✂️

Then consider whether it makes sense putting more investment in some of the positive outliers of your go-to-market afterwards. 📈

How are you auditing your go-to-market activities?

#b2bmarketing #cac #gotomarket

Ready to see a new product from Dreamdata?

May 8.

Get ready.

Marketers Empowered. 💪🏻

#b2bmarketing #productlaunch

I'm not typically dwelling too much on what the G2 reviews that we collect for Dreamdata says.

But I mean, this... 😍

#reviews #b2bmarketing

What matters in B2B Marketing in 2024?

There's not many I would be more curious to pick their brains on this topic than Chris Walker.

Rooted in his own prolific B2B marketing experiences, Chris has in recent years turned into an important thought leader and north start for almost a generation of B2B Marketers.

That's why I'm super excited that he said yes to join me in a live conversation here on LinkedIn on Tuesday next week, 17.00 CET.

In this session, Chris will unveil overlooked strategies to accelerate pipeline and revenue growth, reveal simple yet powerful tactics to enhance B2B demand gen performance and share insights on the future of RevOps teams.

In case you have not come across Chris just yet, today he acts as the Chairman of Refine Labs (which he founded) and the CEO of Passetto. Both are hugely succesfull B2B marketing agencies.

Click to attend below.

#b2bmarketing #linkedinlive

For many years, I've been practicing marketing without looking to science to extract some scientifically confirmed laws about marketing.

However, I've recently come across Byron Sharp and the Ehrenberg-Bass Institute. 

Their knowledge base is filled with science-backed laws on marketing that are well worth knowing about.

Of course, specific marketing tactics on a case-by-case level will always be "it depends" situations, but there are some overall laws confirmed by science you should know of as you plan your go-to-market.

In the video below, Byron lays out one of them:

The Availability Theory

Big brands have unfair advantages against small brands!

#marketing #marketingscience

LinkedIn just released our second collaborative case study. 😍

This time featuring our awesome Australian customer; Eftsure. 

It makes everyone of us at Dreamdata extremely proud to see these case studies backed by real, validated data come to life.

To put it simply: 

If you run LinkedIn Ads, Dreamdata can help you automatically do it more efficiently.

How?

1. Create a Dreamdata.
2. Connect your CRM.
3. Decide the signal you want to send back to LinkedIn ads ie. MQL, SQL, NewBiz.
4. Click enable.
5. You're done.

Magic 🪄 💰

#b2bmarketing #linkedinads #conversionapi #capi

To AI or not to AI? 🤖

That's a question a lot of us involved in B2B go-to-market is pondering at the moment.

What's ripe to be transitioned to AI?

What should we be careful to just start applying AI to?

Chris Walker really have a lot interesting thoughts on this:

Simple and unsofisticated SDR outreach --> AI will eat it.

Highly advanced and personalised SDR work --> Humans should still do it better.

What this means is that we might be looking into a future where the absolute best SDRs become the leaders of the outreach AI and the below average SDRs gets cut. ✂️

It all comes down to customer acquistion costs (CAC). 

What's more effective? What activities can we afford to keep?

What's holding B2Bs back from this transition?

Most B2B companies do not have the core data structure to support it. 

Yes, accounts, job titles etc. is listed in the CRM... 

But they are only tracking something like 20% of the signals that matters for the buying journey at the moment. 

They don't know what actual buyer behavior look like. 

The last 80% of matters is still a black hole for most.

Have you jumped on the AI go-to-market train at your company yet? 🚂

Thanks for the question, Yusuf.

#b2bmarketing #ai #gotomarket #genai

Topic: Marketing activities where you can control the size of the companies from the demand you create. 💡

If you work in B2B, you've probably heard this statement before:

"We need to go up market" or "We need to go enterprise"

Okay. Yes. Great.

Why don't we? 😄

Actually doing this is easier said than done.

When you start doing the analysis, there aren’t many marketing activities with a tight control over the size of companies that you attract.

See my grouping below. 

Did I miss any marketing activity that should be mapped or moved around?

As a B2B marketer this is something you need to be aware of.

Doing what you’ve always done and expecting different outcomes? 
Nope, it's not going to work.

You need to move most of your hours and budgets into marketing activities where you're in control of the company size that you attract.

Again, this might seem obvious, right?

But how is the skillset composed in your current team? 

Does your team only master marketing activities where there's no control? 

Do you need to hire new people because they carry out activities better where you're in control of the demand?

And what about ROI?

You might be doing a bunch of things that yield a decent ROI. Should you stop?

However, depending on the company size, controlling these things becomes difficult, as they can be both expensive and slow.

So...

The next time you hear the famous:

"We need to go up market" or "We need to go enterprise"

Start thinking:

How do can I manage expectations and rally your company around this change in the marketing mix?

#b2bmarketing #demandgeneration #gotomarket

What a way to start work back from easter holiday! 🐣 🏆

The official ScreenCloud + LinkedIn Ads + Dreamdata success case just launched on LinkedIn and the positive results are nothing short of massive:

᭼ Increased Ad Efficiency: Achieved a 2.6x improvement return on ad spend on LinkedIn.

᭼ LinkedIn-Driven Win Rates: 61% close rate on opportunities where LinkedIn had influenced the deal

᭼ Revenue Attributed to LinkedIn: ScreenCloud’s return on ad spend, for LinkedIn, increased over 400% in the past 14 months.

᭼ Restored trust in Paid Ads: Dreamdata’s insights into the direct impact of LinkedIn ads on pipeline and revenue meant that ScreenCloud could start trusting their paid media again and confidently share results with C-suite to ensure continuous funding and growth.

᭼ Uncovered hidden Linkedin ad engagement: With the LinkedIn ads engagement report, Dreamdata revealed a significant number of business interactions behind ScreenCloud’s LinkedIn ads, enabling them to identify new target account buying intent.

Fantastic work, Luke, Brooke and the rest of the Sendcloud team!

If you're a B2B company spending marketing budget on LinkedIn ads you need to be looking at Dreamdata as well.

#linkedinads #paidsocial #b2bmarketing

Well well well. 🍪

It's the return of the cookie.  The "I'm not leaving" talk.  Back to the future.  The last dance.

Google has just announced (again) that they are postponing the deprecation of cookies inside Google Chrome.

It was set to happen by the end of this year.

Yesterday Google announced that it's postponed to sometime in 2025.

(Global marketer sigh 😮‍💨) 

The press message Google released is an epic showcase of saying absolutely nothing while still using a lot of words:

"We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem. It's also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4."

What the **** does this mean?

My take: 

In a test run on removing cookies from 1% of the Chrome browser, Google learned that in its current state it has a terrible impact on its ability to target the right people… Meaning Google's revenue will be hit hard next.

That said, marketers across the board need to realize that the third party cookie will be going away at some point.

What does this mean?

Retargeting our whole professional lives as we've known them – especially on platforms like Facebook, Youtube and Google.

The days where you could continuously serve ads to someone who came to your website are over.

LinkedIn remains a slightly different case as you can resolute IPs to companies and feedback matched audiences to serve ads to those companies as well as place focus on people working in the specific function you know is right for your company.

Either way, this requires companies to start intensively collecting their own 1st party data in order to have any chance of combating these new changes.

#thirdpartycookie #google #b2bmarketing #cookies

Are you in New York on Friday this week? 🇺🇸 🗽

Then drinks and networking are on Dreamdata and LinkedIn, as we're co-hosting a B2B Marketing Rooftop Meet Up. 🍹 🎉

As if this was not enough, the phenomenal Peter Weinberg (co-founder B2B Institute) will also join us to give a talk that he has termed "The Way Of B2B Marketing."

Come join the fun.

#newyork #b2bmarketing

When do you know you're making waves with your content and the quality of attendees and speakers are top level? 🌊 😆 👇🏻

When companies starts outbound sequences to the people who clicked to attend a live, is probably a good indication!

Yesterday I had an excellent conversation with Chris Walker live here on LinkedIn about "What Matters in B2B Marketing in 2024".

Today attendees are being enrolled into sequences.

LOL. 

Come on.

How lazy can you be?

Create your own stuff.

Don't forget to constantly experiment.

That's probably the most important lesson I took from my recent live session with Guillaume "𝑮" Cabane.

The companies that are able to run the most experiments are the ones that are the most likely to win long term.

It's so easy to get caught into daily execution of tasks. 

Month on month you kind of continue to do the same things as you've always done. 

You forget to challenge yourself.

Are we happy with the results we see from this activity? 

How much time and ressources does it take? 

What else could we be trying to do?

Can we double the outcome?

It comes down to focusing your team on growth framework:

1. Don't assume. 

2. Experiment. 

3. Start small. 

4. Build proof. 

5. Learn and optimise.

6. Then scale.

#b2bmarketing #growth

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