Enabling Growth Through Actionable Insights — Steffen Hedebrandt // DreamData

Quotes

• “We are focused on a B2B landscape. What we are trying to do is to collect every single digital touchpoint that is relevant in the customer journey where one company is buying a product from another company.” -Steffen “The way we construct everything is based on revenue. We are a little bit fanatic about when a company is doing commercial stuff in their business, they should be able to explain why what they are doing leads to more revenue.” -Steffen “Segment essentially enables you to do end-to-end tracking from the pre-PII collection part of your customer journey.” -Ben “Segment gives you an ID, we store that ID along with the anonymous information of where it came from. Then as you get consent from somebody who signs up to your newsletter, you will be able to utilize the person that came in with and then you can start to tie up the whole journey.” -Steffen“This is relevant to B2B because companies do not have a clue about how long their time to revenue is, really. They have a really good clue from the moment that the lead enters the sales funnel.” -Steffen “So essentially you’re able to, after the fact, take a post mortem when somebody becomes a customer, look at where the activities were that started to generate their interest, what drove them to become a lead and what were the activities that actually got them over the fence.” -Ben“It’s also an organic system. It keeps developing so if a month later, it’s able to discover a new data point that lies beyond anything you’ve seen before, we will organically update the attribution. “ -Steffen “If you don’t have the volume of deals being completed, you can do attribution as well to pipeline.” -Steffen “A lot of B2B companies, because they don’t have a grasp of what the conversion rate is or they just don’t have the conversion volumes because of the typeof deals they’re going after, they start evaluating their marketing efforts based on pipeline generation.” -Ben “To me, when we talk about enabling growth through insights, obviously understanding the full funnel and who is converting and what those pods look like is important but understanding where the loss is happening, where the hole in the bucket is matters as well.” -Ben“The way we think about it is, we want to extract as much value as we can and then we steer the flow towards the things that we can clearly see had success deals and we might repeat them coming through these channels.” -Steffen“I think it’s an important part when you’re thinking about growth is building a repeatable process.” -Steffen “Each of your buckets contributes differently to your growth and some of them are only starting the journey and not finishing.” -Steffen “If you want to be able to do all these data-driven decisions, the first shift I think we’ll see in marketing is that people will start to store their own first-party data.” -Steffen