Steffen Hedebrandt, founder and CMO of Dream Data, discusses the importance of revenue attribution in B2B marketing. He emphasizes the need for marketers to think long-term and connect their activities to revenue outcomes. Steffen shares insights from a benchmark study of 400 customer journeys. 

Steffen discusses the average length of a B2B customer journey (192 days), the number of touches required (31 sessions), and the implications to B2B marketers for driving revenue. 

"You need to constantly be curious about how your company wins revenue. So, every time you win a deal, start thinking about what actually led to this deal and what your customer journeys look like. Second, if you want to stand out in this day and age, you need to be relentless when it comes to producing high-quality content and thought leadership." - Steffen Hedebrandt

He also emphasizes the role of high-quality content in driving B2B growth and explains how content can serve as an investment in the sales team. Steffen concludes by discussing the challenges faced by B2B marketers in proving the value of their activities and the importance of experimentation. 

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