Attributed - A podcast by Dreamdata

B2B marketing assumes buyers are rational. They probably aren’t.
Buying decisions are shaped by fear, status, reassurance, and habit. Committees amplify uncertainty.

Data increases confidence but not always wisdom.
In this session, Rory Sutherland explores how B2B decisions are really made.

What this means for ads, messaging, and persuasion.
Why logic often loses to psychology.

Why brands matter more in complex B2B than we like to admit.
We’ll talk about measurement, but not as an answer machine.
Data as a way to reduce noise. Not to replace judgment.

Rory will challenge the idea that better dashboards automatically lead to better decisions.

What effective ads actually do in high-risk B2B choices. And why over-optimisation can quietly destroy value.

This session is for B2B marketers. For those navigating complex buying journeys. And for anyone who suspects that the real advantage lies in how marketing is framed, not just how it’s measured.

Follow Rory Sutherland on LinkedIn: https://www.linkedin.com/in/rorysutherland/
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 


Join our next Live sessions:
Leslie Venetz: Why Your B2B Outbound is Killing Your Brand
Joe Glover: The Power of In-Person Events in the Age of AI
Mark Ritson: Making B2B Marketing Work Better
How to Win B2B LinkedIn Ads (272-Day Deals) with Anthony Blatner 


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
Rory Sutherland
Vice Chairman at Ogilvy UK | TED Global speaker | Author of Alchemy: The Surprising Power Of Ideas That Don't Make Sense

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.