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 the Attributed Podcast by Dreamdata where every week we host inspiring guests from across the B2B go-to-market space. Together we explore the biggest challenges facing Marketing, Sales, and Ops teams and discuss innovative ways to optimise growth and fire up revenue.