Attributed - A podcast by Dreamdata

The B2B buying journey has officially flipped. Buyers are now willing to hand over their most sensitive CRM data to start a free trial without ever talking to a sales rep.

In this special crossover episode, we’re sharing a conversation from the Aulium Podcast featuring our very own CEO, Nick Turner. Nick joins hosts Thomas Viguier and Markus Perkumas to break down why fighting this shift in buyer autonomy is a losing game and how Dreamdata leaned into this trend to fuel a $55M Series B.
Nick draws on 15 years of GTM experience including leading U.S. expansion for European SaaS companies like Botify to explain how trust frameworks and interactive demos have made self-service adoption the new standard, even for complex, data-sensitive products.

Inside this episode:
  • The Death of the Gatekeeper: Why 10,000+ employee companies now start free trials on their own.
  • Trust as a Catalyst: How GDPR, SOC 2, and data ownership frameworks actually enable buyer confidence.
  • The PLG Engine: The role of open APIs in accelerating product-led growth.
  • Sales-Led vs. Self-Service: Why resisting modern buyer preferences is a recipe for losing deals.
  • Scaling a Global Culture: How Nick leads a Danish-founded company with 65 employees across 28 nationalities.



Follow Nick Turner  on LinkedIn: https://www.linkedin.com/in/cnickturner/
Follow Aulium Podcast here: https://open.spotify.com/show/3QYrAWhRj3Twzi6rc1pLNq

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 
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🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io 

Join our next Live Sessions Here:
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

Guest
Nick Turner
CEO @ Dreamdata

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.