Attributed - A podcast by Dreamdata

Old Game, New Game: Build a Strategic Narrative That Sells | Andy Raskin

Most B2B companies tell the same story.

Here’s who we are. Here’s the problem we solve. Here’s our product. Here’s why it’s better.

Andy Raskin thinks there's a more powerful place to start: what has changed in your buyer's world?

Andy is a strategic narrative expert who works with B2B leadership teams like Gong, Dropbox, Uber, Salesforce, Square, IBM, and joins Laura Erdem on Attributed to break down his “old game, new game” framework.

Instead of opening with a problem and solution, it starts with a shift in the market: what used to make buyers successful, what has changed, and what winning looks like now.

Laura and Andy will walk through real B2B examples, covering:
- How to identify the change happening in your buyer's world
- How to define your company's “old game” and “new game”
- Why “old game/new game” is different from a typical before-and-after product pitch
- How to establish stakes that make buyers care about the change now
- Where your product should actually enter the story
- Real examples of B2B companies that have put the framework into practice
- How to use one strategic narrative across marketing, sales, product, and leadership

If your buyers understand what you do, but still ask “Why now?”, this session will show you how to build the story that comes before the product.
Follow Andy Raskin on LinkedIn: https://www.linkedin.com/in/andyraskin/
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 
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🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io

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