Some might say that data is the most valuable asset in business today. Information about customers and their behavior shapes every decision organizations make. Collecting data is relatively easy, but what happens once the data is collected? B2Bs are drowning in data, and processing that data into something useful is hard to do. 

Today’s guest, Lars Grønnegaard, has years of experience bringing products to market. He’s watched how companies use data to drive sales and realized that there was a problem: they used the right data incorrectly. 

Now he’s shaking up the B2B data market with Dreamdata, a new kind of data analysis company. 

Key takeaways 

• Old-fashioned sales numbers aren’t enough because 70 to 80% of the buying process happens before buyers even talk to the company. Customers prefer a self-serve model of research before they’re ready to buy. Organizations need to track what happens before the customer reaches out to sales.   
• The customer journey from interest to purchase can take up to nine months. Finding out what inspires the journey and what steps customers take is critical data.   
• Marketing teams today do the work that sales reps did in the past. They know the product, speak customer interest, and draw customers along with additional interactions.   
• Looking at raw numbers isn’t enough to understand customer behavior. You have to apply context to the data to understand what it really means.   
• Human analysis is key. Machine learning is a great tool for data analysis if you’re doing a huge number of transactions. AI doesn’t do a good job of understanding organizations that rely on fewer deals with bigger payoffs.   
• Dreamdata does the work of analyzing all the key data and returning it to the client in a useful format.   
• In addition to data, Lars’ current obsession is making the perfect pizza in his apartment’s wood-fired pizza oven. 

Quote of the show: 

26:26 "...there are outcomes at the sort of strategic level, which is prioritizing between different marketing disciplines. So, you can move investment from say, different types of paid ads into or maybe organic content. So by demonstrating that actually organic content, even though it takes longer, is also driving revenue. You can reprioritize your budget." 

Links: 

LinkedIn: https://www.linkedin.com/in/larsgroennegaard/  

Company Website: https://dreamdata.io/ 

Ways to Tune In: 

Amazon Music - https://music.amazon.com/podcasts/eccda84d-4d5b-4c52-ba54-7fd8af3cbe87/disruption-interruption 

Apple Podcast - https://podcasts.apple.com/us/podcast/disruption-interruption/id1581985755 

Spotify - https://open.spotify.com/show/6yGSwcSp8J354awJkCmJlD