Attributed - A podcast by Dreamdata

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

Most B2B companies think attribution is a data problem. But what if it’s actually a people problem and the data simply makes that clearer?

In this special episode of Attributed by Dreamdata, we’re sharing a conversation originally recorded for Frenemies – Where Growth Meets Reality, hosted by Julia Hartwig.

Julia sits down with Lars Grønnegaard Hansen, Co-founder and CPO of Dreamdata, to talk about why having better data doesn’t automatically create better alignment and what companies need to do differently.

Lars co-founded Dreamdata after experiencing the attribution problem firsthand at Trustpilot, where teams had more data than they could handle, yet still struggled to answer a seemingly simple question: Where are our customers actually coming from?

The conversation goes beyond attribution and into the bigger challenge of getting marketing, sales, product, and leadership to work from the same understanding of what drives growth.

In this episode:
Why Dreamdata was founded
Why attribution is fundamentally a people problem, not just a data problem
How to tell whether you’re actually using attribution to improve the business
Why many B2B teams are still flying blind in 2026
What a CPO sees that a CMO or CCO might not
Where AI is genuinely making a difference in product development
The Times Square billboard nobody saw — and what it taught Lars about smart marketing
Why LLMs may be supercharging the wrong go-to-market motions
Why “data closes the measurement gap, but not the alignment gap”

Follow the conversation
👤 Follow Lars Grønnegaard Hansen on LinkedIn
https://www.linkedin.com/in/larsgroennegaard/
👤 Follow Julia Hartwig on LinkedIn
https://www.linkedin.com/in/hartwig-julia/
🎙️ Listen to Frenemies – Where Growth Meets Reality
https://frenemies.buzzsprout.com/
▶️ Watch Frenemies on YouTube
https://www.youtube.com/channel/UC6lzNb9GOhCpCtPf2NWnHsg
Thanks for tuning in to the Attributed by Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed sharing it.
To stay updated on all things Dreamdata and B2B go-to-market:
👥 Follow us on LinkedIn: Dreamdata
💬 Join our Slack community: Dreamdata Community
🎙️ Subscribe to Attributed by Dreamdata and don’t miss future episodes: Apple Podcasts or Spotify
🔗 See how Dreamdata helps B2B companies connect marketing to revenue: Dreamdata.io

Everyone wants growth. Few companies can afford to keep hiring for it.

Natalie Furness - Revenue Operations joins us in this episode of Attributed by Dreamdata. She is the Founder & CEO of RevOps Automated, one of the most recognized voices in Revenue Operations and a leading advocate for helping companies scale revenue without scaling headcount.

Natalie has built her reputation helping B2B organizations create operational leverage through smarter systems, data-driven decision-making, and automation.

With AI doing more and budgets freezing, headcount is often off the table. So how do you drive more pipeline, revenue, and customer value?

In this conversation with Natalie, you’ll learn:
- Why headcount is no longer the default answer to scaling
- The systems and processes that create operational leverage
- Where AI is genuinely replacing manual work and where it isn't
- How RevOps leaders can unlock efficiency across marketing, sales, and customer success
- Common mistakes companies make when trying to scale too quickly
- What high-performing revenue teams are doing differently in 2026

Whether you're a CMO, CRO, RevOps leader, or GTM operator, this episode is about building a revenue engine that compounds without compounding headcount.
Follow on Natalie Furness LinkedIn: https://www.linkedin.com/in/nataliefurness/
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