In this interview with BestStartup.eu, Jeremy offers juicy insights into Dreamdata and the world of B2B attribution and gives us his take on the wider debate surrounding attribution.
Tell us a little bit about Dreamdata
“Dreamdata is a B2B revenue attribution platform that connects all go-to-market activities to revenue. By doing so, we help B2B go-to-market teams build, repeat and scale success.
That is, we drive straight at B2B growth leader’s primary pain point: not having clarity on whether their efforts actually generate pipeline and revenue.
Any attempt at figuring this out is met by a brick wall of data silos erected by the tools on their tech stack. And with the B2B customer journey being as complex as it is – long and with multiple stakeholders – data silos are particularly unhelpful.
Our platform breaks down these silos by collecting, joining and transforming data from across the tech stack. Enabling these teams to connect the dots on their B2B customer journey.
Outside the platform, we’re a growing Copenhagen-based team.”
What was the inspiration behind setting up a B2B revenue attribution platform?
“Dreamdata was conceived from the founders’ personal struggle with the pain point I just described. In their respective positions – Lars and Ole in Trustpilot and Steffen at Airtame – they
were unable to link their go-to-market efforts to revenue.
Like many B2B growth leaders, they felt they were going to market blindfolded. With little indication as to whether their efforts were actually working or not. All they had at their disposal were siloed data and ‘vanity’ metrics on clicks.
Long story short, they needed a more concrete solution. They couldn’t find one. So they built it themselves.”
What sets Dreamdata apart from other players in the attribution scene?
“As I’ve already mentioned, Dreamdata is focused exclusively on B2Bs. This means that we cater for the account-based and months-long customer journeys that define the B2B sales cycle.
And if you’re a B2B, this is a big deal.
But looking more specifically at our offerings, two come to mind. The most obvious is the fact that we offer a Free plan. Yes, any company can set up a Dreamdata account and make use of the platform.
Which means they can then plug in their favourite BI, visualisation or operational analytics tool.
After all, as we like to say, ‘your data is yours’. Unfortunately, most of our attribution and analytics competitors guard the data jealously, only opening it up for an additional fee or through so-called consulting services.”
What are your top three favourite Dreamdata features
“Ha! Well, being obviously totally biased, all of Dreamdata’s features are absolutely great!
In all seriousness though, this is a tough question. It’s genuinely hard to pick. So I’m going to go with the three features we see our customers use the most.
The first is the Revenue Attribution dashboard. This is where you get the headline attribution metrics by channel, source, campaign, etc. In other words, where you can see an overview of how much revenue and pipeline your efforts are generating.
The second, would be the Paid performance dashboard.
Here you’re getting into the nitty gritty of your campaign performance – all of which is measured against revenue and deals generated. And this is for each of your paid channels, whether it’s Google Adwords, Display, Capterra, Youtube, LinkedIn, Facebook, G2, etc.
I mean, it opens a world of opportunity for the B2B marketer; accurate ROAS, CAC/LTV, ROI, you name it.
With that said, I must mention that our content dashboard (which is currently being upgraded – watch this space) doesn’t get left too far behind in popularity.
And the third is definitely our Customer Journey dashboard, where you see every recorded touchpoint on every user and/or account in your pipeline.
I mean, the utility for sales, marketing and CS teams here is hard to describe in this short time. But suffice to say, knowing when and how your leads are flowing through the pipeline gives you a headstart on outreach and re-targeting that is almost too hard to resist.”
“Yes, it’s true that every now and then attribution is placed in the firing line. Look, broadly there are two types of attribution sceptics out there.
On the one hand, there’s a minority who simply don’t understand attribution. And on the other, there’s the larger pool who criticise the extent of attribution’s accuracy. Claiming that because it’s not 100% accurate, there’s no point in doing it.
The thing here is that attribution doesn’t, and its proponents shouldn’t, claim to achieve absolute clarity.
What attribution does do is take the growth leader from knowing 5-10% of their customer journey to knowing 60-70% of it.
The more data that’s collected, the more accuracy.
Weather forecasting offers a useful analogy. Is the weather forecast 100% accurate? Of course not. The forecast relies on data inputs and mathematical models. The closer to the day in question the more data, the more accurate.
So if you’re planning a weekend event, checking on Monday won’t be as useful as checking on Thursday or Friday.
But in both cases, it’s better to check the forecast than not.
It’s the same with attribution. You’ll never get that 100% certainty, but with enough data, you’ll get pretty close. Certainly closer than if you’re not running attribution.
And that’s what I would ask those attribution sceptics: what is the alternative? Asking a lead where they heard of the product? Ask them what they had for lunch last Tuesday.
The good thing is that overwhelmingly, marketers and go-to-market leaders get this. They know that what they’re working with is a (much) clearer picture of their activities and customer journey.
If anyone is interested in learning a bit more about Dreamdata what should they do?
“If they’ve been super impressed with my responses to your questions and are raring to get started with B2B revenue attribution, they can give our Freemuim offering a go right away.