Attributed - A podcast by Dreamdata

Most B2B marketing focuses on capturing buyers ready to purchase right now. But what if 95% of your potential customers aren’t in the market yet?

This isn’t just a theory, it’s backed by marketing science.
Professor John Dawes, who coined the 95:5 Rule together with LinkedIn, joins us live to explain why long-term brand building is the key to sustained B2B growth.

We’ll also draw on insights from the Ehrenberg-Bass Institute, one of the world’s leading marketing science research centers, to challenge conventional thinking about how B2B marketing really works.

We’ll discuss:
- What the 95:5 Rule means for your marketing strategy
- Why most of your buyers aren’t actively looking to buy—and what to do about it
- How mental availability influences future sales
- The balance between short-term tactics and long-term brand-building
- Other key learnings from Ehrenberg-Bass Institute that every B2B marketer should know

If you’re responsible for B2B marketing strategy or growth, this is a session you don’t want to miss.

 
Follow John Dawes on LinkedIn: https://www.linkedin.com/in/john-dawes-059bab10/
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.

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Creators and Guests

Host
Steffen Hedebrandt
Steffen Hedebrandt is the Chief Marketing Officer at Dreamdata, a leading Revenue Attribution Platform that enables B2B marketing teams to optimize and automate their marketing efforts with confidence. Steffen has become a household name in revenue marketing circles, combining a growth mindset with a deep, data-driven approach to scaling marketing orgs. A seasoned marketing leader known for his non-nonsense results-oriented approach, Steffen has a proven track record of scaling companies and building high-performing teams at Upwork and Airtame. With hands-on experience in tackling the challenges of rapid growth, he understands what it takes to drive success in today’s fast-paced marketing environment.
Guest
John Dawes
Professor of Marketing, Ehrenberg-Bass Institute UniSA

What is Attributed - A podcast by Dreamdata?

Welcome to Attributed by Dreamdata, the B2B marketing podcast for marketing teams looking to master growth. Every week, we host experts from the B2B go-to-market space to discuss digital marketing strategies, B2B podcast marketing, and revenue optimization. Whether you're lead gen or Ops, join our marketing podcast interviews to learn how to fire up revenue and solve your biggest B2B marketing challenges.