Attributed - A podcast by Dreamdata

Seven years ago, April Dunford wrote the book on B2B positioning. After 100,000 copies sold and 200+ more client projects, she’s back with us for the second year running to share what she’s learned since and what she’s changing.

The 2026 Expanded Edition of Obviously Awesome is a refinement of the craft. April reveals why she’s collapsed her 10-step process into a streamlined 5-step framework and how she’s finally solving the "Value Gap" where most marketers get stuck.

We’ll dive into:

- The 10-to-5 Shift: Why she reorganized the framework to better separate pre-work from core strategy.
- Solving for "Value": New tactics for the hardest step in the process: defining differentiated value.
- The Execution Bridge: How to ensure your positioning doesn't die in a slide deck and actually makes it into the sales pitch.
- Scaling Up: New guidance for multi-product companies struggling with complex portfolios.

Join us for a masterclass in how positioning has evolved from a "static concept" into a "battle-tested execution playbook" for 2026.

Follow April Dunford on LinkedIn: https://www.linkedin.com/in/aprildunford/
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

Product marketing isn’t just a function - it’s the bridge between what you build and how your market understands, adopts, and loves it.

In this session, Martina Lauchengco (Partner at Costanoa Ventures and product marketing partner at Silicon Valley Product Group) shares her vision for what great product marketing looks like in 2026 and beyond.

Drawing on three decades of experience in product, marketing, and go-to-market strategy, Martina will unpack how the discipline has evolved and what top teams are doing differently today.

You’ll discover:
- Why positioning and deep customer understanding must drive every decision
- How product marketing connects product, market, and revenue in a world where buyers self-educate online
- What the best product marketers do to enable evangelism and true adoption, not just awareness
- How product, marketing, and sales can partner to shape narratives that stick

This conversation goes beyond tactics.
It’s about the purpose of product marketing and how the most successful companies infuse it into their strategy and growth.

Whether you lead PMM, demand gen, or go-to-market, you’ll walk away with ideas you can use immediately.
Follow Martina Lauchengco on LinkedIn: https://www.linkedin.com/in/martinalauchengco/
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 marketing assumes buyers are rational. They probably aren’t.
Buying decisions are shaped by fear, status, reassurance, and habit. Committees amplify uncertainty.

Data increases confidence but not always wisdom.
In this session, Rory Sutherland explores how B2B decisions are really made.

What this means for ads, messaging, and persuasion.
Why logic often loses to psychology.

Why brands matter more in complex B2B than we like to admit.
We’ll talk about measurement, but not as an answer machine.
Data as a way to reduce noise. Not to replace judgment.

Rory will challenge the idea that better dashboards automatically lead to better decisions.

What effective ads actually do in high-risk B2B choices. And why over-optimisation can quietly destroy value.

This session is for B2B marketers. For those navigating complex buying journeys. And for anyone who suspects that the real advantage lies in how marketing is framed, not just how it’s measured.

Follow Rory Sutherland on LinkedIn: https://www.linkedin.com/in/rorysutherland/
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 outbound today is "Legacy Outbound", a high-volume, low-value strategy that assumes a prospect owes you their time. AI-generated spam and guarded inboxes are failing to book meetings and actively destroying your brand’s reputation.

In this session of Attributed, Laura Erdem, Sales Director US at Dreamdata, sits down with Leslie Venetz, Founder of The Sales-Led GTM Agency. Leslie is a corporate sales trainer and enterprise selling expert with experience from companies like Walmart, ExxonMobil, and JPMorgan. She’s here to show us how to stop "talking AT" prospects and start earning the right to a conversation.

What you’ll learn in this session:

✅ Why your outbound strategy must shift from "pushing a product" to "solving a problem" before you ever ask for a meeting.
✅ How to use the data in the "Dark Funnel" to categorize prospects into Problem, Option, or Vendor Aware, and how your message must change for each.
✅ Why knowing a prospect’s "alma mater" is useless, and how to focus on the business triggers that actually get a C-suite response.
✅ How PMMs can build "Problem-Centered" collateral that sales reps actually want to use.
✅ How to use human-centric strategies to cut through the noise of AI-automated outbound.

Follow Leslie Venetz on LinkedIn: https://www.linkedin.com/in/leslievenetz/
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

The "Invisibly Paid" era of B2B marketing is over. Today, the fastest-growing companies aren’t winning through corporate logos; they are winning because of the people behind them.
Join us on the Attributed Podcast for a conversation with one of the industry's leading growth creators: Brendan Hufford. As the founder of Growth Sprints, Brendan has helped build brand engines that have generated hundreds of millions of impressions and contributed to tens of millions in ARR.
In this episode, we'll cover:
How to build mindshare with the 95% of the market that isn't "ready to buy" yet, so you're the obvious choice when they are.
How to move beyond "random acts of content" and create a scalable content system that lowers CAC and earns attention.
Why vanity metrics like likes and shares aren't enough and how to build content IP that drives attributable revenue.
What it looks like when companies treat creators as strategic growth partners rather than just distribution channels.
How Discovery and Virality Loops connect content directly to pipeline, revenue, and long-term growth.

Follow on Brendan Hufford LinkedIn: https://www.linkedin.com/in/brendanhufford/
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