Subscribe
Share
Share
Embed
It’s a sad truth, but many B2B leaders still treat “brand” as fluffy stuff, something to worry about once the “real” marketing work is done.
But when 81% of the buyer’s journey happens before sales even get involved, your brand can be your most efficient conversion lever.
In this episode of Attributed, Steffen Hedebrandt sits down with Kelly Hopping, CMO at 6sense, to talk about her "Performance Branding" framework. She’s led marketing at Fortune 500 giants Dell and Kraft Foods and scaled the AI powerhouse Demandbase. She’s got the experience, so she’ll be sharing how she bridged the gap between consumer-style storytelling and high-velocity B2B revenue engines.
What you’ll learn in this session:
- Why a strong brand narrative is the only thing that shortens the sales cycle when the buyer won't talk to a human.
- How Kelly structured her teams to own 95% of the company pipeline by aligning Brand, Demand, and SDRs under one mission.
- Why shared metrics between the CMO and Head of Sales are the only way to scale "Performance Branding."
- How to make sure your brand shows up when buyers (and LLMs) are researching your category behind the scenes.
If you’ve ever been told to “just run more ads” when the pipeline is down, this one’s worth your time.
Follow Kelly Hopping on LinkedIn: https://www.linkedin.com/in/kellyhopping/
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
Joe Glover: The Power of In-Person Events in the Age of AI
Mark Ritson: Making B2B Marketing Work Better
Mark Ritson: Making B2B Marketing Work Better
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.
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.