In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Steffen Hedebrandt to discuss what B2B marketers really need to know about the buyer journey and data analysis. While it may seem that B2B marketers are masters of data, the reality is that very few actually understand what’s happening at any given moment in the buyer journey. This mostly comes down to marketers not having precise tools and accurate analysis methods to get a clear picture of what’s happening. Marketers need to invest in the time and resources to quantify the full buyer journey, but what can marketers do to truly understand the process? Steffen Hedebrandt is the CMO and Co-Founder of Dreamdata, and as a marketer, he is driven by data and specialises in maximising growth and scaling businesses. Prior to co-founding Dreamdata, Steffen held several other senior marketing roles including Head of Marketing at AIRTAME and Country Manager, Nordics at Upwork as well as roles at Elance, Ambidextrous, and more. In addition, Steffen has also worked as a Lecturer for the DJØF, in which he taught Microsoft Excel for students of Aalborg University. You can find Steffen Hedebrandt on Linkedin. You can watch full video versions of the podcast on our YouTube channel. Ready to provoke the truth? Get in touch at alan-agency.com. Hosted on Acast. See acast.com/privacy for more information.