Lars Grønnegaard, COO and Co-Founder of Dreamdata, joins Mike to discuss data utilization in B2B marketing and the importance of understanding what truly drives sales.
They talk about the complexities of attribution in B2B marketing, particularly with long buying cycles, and highlight the importance of collecting and analyzing data, even though multi-touch attribution can be controversial.
Lars explains how Dreamdata addresses the challenge of data overload in B2B marketing by building robust data models that connect various data sources, enabling marketers to analyze campaign effectiveness and make informed decisions.
About Dreamdata
Dreamdata is the leading B2B Activation & Attribution Platform that provides the most complete customer journey map anywhere. We gather, join, and clean all revenue-related data, transforming it into transparent, actionable insights about what truly drives B2B revenue. Dreamdata empowers businesses to optimize their go-to-market activities, ensuring they can produce faster, better-performing customer journeys and deliver more revenue growth.
About Lars Grønnegaard
Lars Grønnegaard is a passionate problem-solver focused on revolutionizing B2B go-to-market strategies. As COO & Co-founder of Dreamdata, he's dedicated to empowering B2B companies with holistic, actionable data to drive smarter decisions, optimize customer journeys, and accelerate revenue growth. His journey from VP Product at Trustpilot (where he was instrumental in its product growth to unicorn status) to building Dreamdata stems from a deep understanding that B2Bs are rich in data but often struggle to turn it into actionable insights.
Time Stamps
00:00:43 - Lars's Career Journey and Founding Dreamdata 00:03:13 - Startup Environment in Denmark 00:05:30 - The Challenge of Data Clarity in Marketing 00:08:22 - Attribution vs. Incremental Sales Testing 00:10:39 - Long Buying Cycles in B2B 00:16:12 - Maintaining Data Models Over Time 00:19:17 - Freemium Model and Customer Trials 00:22:44 - Ad Spend and ROI Considerations 00:28:49 - Best Marketing Advice from Lars 00:29:39 - Advice for Aspiring Marketers 00:30:34 - Where to Learn More About Dreamdata
Quotes
"You can probably cancel somewhere between 25 and 75 percent of your ad spend and see no impact on your pipeline performance." Lars Grønnegaard, COO and Co-Founder of Dreamdata
"The fundamental problem here is not lack of data or tracking... but the problem is all this data doesn't really connect." Lars Grønnegaard, COO and Co-Founder of Dreamdata
Follow Lars:
Lars Grønnegaard on LinkedIn: https://dk.linkedin.com/in/larsgroennegaard
Dreamdata’s website: https://dreamdata.io/
Dreamdata on LinkedIn: https://www.linkedin.com/company/dreamdata-io/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
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Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-autom
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