Lars Grønnegaard, COO and Co-Founder of Dreamdata, joins Mike to discuss data utilization in B2B marketing and the importance of understanding what truly drives sales.

They talk about the complexities of attribution in B2B marketing, particularly with long buying cycles, and highlight the importance of collecting and analyzing data, even though multi-touch attribution can be controversial.

Lars explains how Dreamdata addresses the challenge of data overload in B2B marketing by building robust data models that connect various data sources, enabling marketers to analyze campaign effectiveness and make informed decisions.

About Dreamdata

Dreamdata is the leading B2B Activation & Attribution Platform that provides the most complete customer journey map anywhere. We gather, join, and clean all revenue-related data, transforming it into transparent, actionable insights about what truly drives B2B revenue. Dreamdata empowers businesses to optimize their go-to-market activities, ensuring they can produce faster, better-performing customer journeys and deliver more revenue growth.

About Lars Grønnegaard

Lars Grønnegaard is a passionate problem-solver focused on revolutionizing B2B go-to-market strategies. As COO & Co-founder of Dreamdata, he's dedicated to empowering B2B companies with holistic, actionable data to drive smarter decisions, optimize customer journeys, and accelerate revenue growth. His journey from VP Product at Trustpilot (where he was instrumental in its product growth to unicorn status) to building Dreamdata stems from a deep understanding that B2Bs are rich in data but often struggle to turn it into actionable insights.

Time Stamps

00:00:43 - Lars's Career Journey and Founding Dreamdata 00:03:13 - Startup Environment in Denmark 00:05:30 - The Challenge of Data Clarity in Marketing 00:08:22 - Attribution vs. Incremental Sales Testing 00:10:39 - Long Buying Cycles in B2B 00:16:12 - Maintaining Data Models Over Time 00:19:17 - Freemium Model and Customer Trials 00:22:44 - Ad Spend and ROI Considerations 00:28:49 - Best Marketing Advice from Lars 00:29:39 - Advice for Aspiring Marketers 00:30:34 - Where to Learn More About Dreamdata

Quotes

"You can probably cancel somewhere between 25 and 75 percent of your ad spend and see no impact on your pipeline performance." Lars Grønnegaard, COO and Co-Founder of Dreamdata

"The fundamental problem here is not lack of data or tracking... but the problem is all this data doesn't really connect." Lars Grønnegaard, COO and Co-Founder of Dreamdata

Follow Lars:

Lars Grønnegaard on LinkedIn: https://dk.linkedin.com/in/larsgroennegaard

Dreamdata’s website: https://dreamdata.io/

Dreamdata on LinkedIn: https://www.linkedin.com/company/dreamdata-io/

Follow Mike:

Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/

Napier website: https://www.napierb2b.com/

Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/

If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.

Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Emeric Ernoult, Co-Founder and CEO of Agorapulse, talks about how the company grew from a Facebook contest tool into a full social media management platform. He shares the ups and downs of keeping up with the fast-changing world of social media marketing and how B2B marketers can the get most out of their social media platforms.

He encourages B2B marketers to focus on providing value through educational and entertaining content and offers practical advice for leveraging team members and influencers to enhance social media engagement.

About Agorapulse

Founded in 2010 by Emeric Ernoult and Benoît Hédiard, Agorapulse is a leading social media management platform headquartered in Paris, France. Designed for businesses, agencies, and marketers, Agorapulse streamlines social media workflows by providing tools to schedule posts, monitor conversations, engage with audiences, and analyze performance across multiple platforms, including Facebook, Instagram, Twitter, LinkedIn, YouTube, and TikTok.

About Emeric Ernoult

Emeric is the co-founder and CEO of Agorapulse, a leading social media management platform he grew to $20 million in revenue without external funding. Under his leadership, Agorapulse has distinguished itself in the competitive landscape by ranking #1 across top software review sites like G2, GetApp, Capterra, Appvizer (France), and OMR (Germany). Emeric's strategic vision and commitment to innovation have set industry benchmarks, including the first-ever social media inbox in 2014 and pioneering ROI tracking and analytics features for social media—patented innovations that help marketers prove the value of their investments.

Time Stamps

00:00:17 - Guest Introduction: Emeric Ernoult 00:02:07 - Differences Between the Bay Area and Europe for Startups 00:04:19 - Agorapulse: Solving Social Media Chaos 00:09:29 - B2B Marketing: Beyond LinkedIn 00:11:02 - Measuring Social Media Success 00:16:21 - The Challenge of Entertaining vs. Selling on Social Media 00:21:47 - Tips for B2B Marketers to Create Engaging Content 00:25:59 - Best Marketing Advice Received 00:28:34 - Advice for New Marketers 00:31:47 - Connecting with Emerick and Agorapulse

Quotes

"Social media is probably the most chaotic channel in the whole marketing world. Compare that to email, super simple... Social is not simple, not easy." Emeric Ernoult, Co-Founder and CEO of Agorapulse.

"If there's no proof that this works, it's not going to get budget, it's not going to get human resources, it's not going to get attention." Emeric Ernoult, Co-Founder and CEO of Agorapulse.

"In order to measure anything, you have to have an analytics framework in place. If you are not defining what are the CTAs you want to track on your website, you're not going to be able to track anything on social media." Emeric Ernoult, Co-Founder and CEO of Agorapulse.

"If you are not in constant learning mode, you're going to be out of place in six months. The assets to learn and to stay on top of your game are here, free, in abundance." Emeric Ernoult, Co-Founder and CEO of Agorapulse.

Follow Emeric:

Emeric Ernoult on LinkedIn: https://www.linkedin.com/in/ernoult/?originalSubdomain=fr

Agorapulse’s website: https://www.agorapulse.com/

Agorapulse on LinkedIn: https://www.linkedin.com/company/agorapulse/

Follow Mike:

Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/

Napier website: https://www.napierb2b.com/

Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/

If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.

Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Sean Adams, CMO of Brand Metrics, discusses brand measurement and its impact on how B2B marketers approach their advertising strategies.

He highlights the importance of understanding consumer perception through metrics such as awareness, consideration, preference, and action intent, while advocating for a holistic approach that goes beyond last-click attribution.

He also shares his thoughts on the challenges B2B marketers face in measuring brand effectiveness and emphasizes the need for consistent messaging.

About Brand Metrics

Brand Metrics’ is a technology company measuring brand lift at scale. Brand Metric’s unique SaaS solution measures campaigns as small as 50k impressions across display, video, branded content, and now CTV, delivering four key metrics – awareness, consideration, preference and intent - that are benchmarked against 50k+ campaigns across 122 industry categories. Brand Metrics is trusted by 60+ publishers, including NYT, The Guardian, and Bloomberg. More info at www.brandmetrics.com

About Sean Adams

Sean is Chief Marketing Officer at Brand Metrics, where he helps raise the profile and relevance of the company and its unique ad effectiveness solution to the advertising and media industry.

He has previously held a variety of strategic roles in advertising and media agencies across the UK and Australia. He later ran his own research company in Sydney for 10 years, before returning to the UK to lead the commercial insight team at News UK. He then joined Brand Metrics.

Time Stamps

00:00:17 - Guest Introduction: Sean Adams, CMO of Brandmetrics 00:02:46 - Overview of Brandmetrics 00:03:56 - Understanding Brand Lift 00:05:30 - Challenges of Last-Click Attribution 00:11:22 - B2C vs. B2B Brand Measurement 00:12:45 - Importance of Brand in B2B Marketing 00:14:02 - Advice for B2B Marketers on Branding 00:16:16 - Examples of Brand Lift Success 00:20:43 - Brandmetrics Marketing Strategy 00:24:36 - Quickfire Questions: Marketing Advice 00:27:02 - Contact Information and Closing Remarks

Quotes

"Brand lift is a way to try and measure the changes to consumers' perception towards a brand as a result of exposure to an advertising campaign." Sean Adams, CMO at Brand Metrics.

“One of the problems with digital marketing is there can be a desire to measure it, but a lot of things come down to the click." Sean Adams, CMO at Brand Metrics.

“If you continually do short term tactical activity, what that will do in the long term is it will damage your brand. I think that's true for B2B as well as big consumer companies." Sean Adams, CMO at Brand Metrics.

Follow Sean:

Sean Adams on LinkedIn: https://www.linkedin.com/in/seanadams13/

Brand Metrics website: https://www.brandmetrics.com/

Radiate B2B on LinkedIn: https://www.linkedin.com/company/brand-metrics-sweden/

Follow Mike:

Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/

Napier website: https://www.napierb2b.com/

Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/

If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.

Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547