89: Illuminating the B2B buying journey (with Steffen Hedebrandt, CMO and co-founder at Dreamdata)

Alice de Courcy, Cognism CMO chats to Steffen Hedebrandt, CMO and co-founder of Dreamdata about the changing nature of B2B buying behaviour. In this era where buying journeys start way before a buyer speaks to sales, how can we use attribution to illuminate the multitude of touch points within that journey?