We only take on 4 clients per month. Join our October cohort. 1 spot left.
Conversation
Highlights
Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Lars Grønnegaard Hansen, CEO & Co-Founder at Dreamdata, a B2B revenue attribution platform that has raised over $12 Million in funding.
Here are the most interesting points from our conversation:
- Tech Scene Evolution in Copenhagen: Lars discusses the growth of the tech scene in Copenhagen, highlighting the emergence of successful companies like Vivino and Zendesk, which have paved the way for newer ventures like Dreamdata.
- Dreamdata’s Founding: Coming from a background in user experience and product development at Trustpilot, Lars and his co-founders launched Dreamdata to address the challenges B2B marketers face in linking marketing efforts directly to revenue generation.
- Focus on Data Integration: Dreamdata differentiates itself by integrating deeply with modern data stacks, allowing B2B marketers to perform sophisticated revenue attribution and optimize marketing spend based on data-driven insights.
- Changing the Attribution Conversation: Lars emphasizes the shift from using attribution merely as a tool for assigning credit to viewing it as essential for operational optimization and strategic planning in marketing.
- Automated Marketing Optimization: Dreamdata aims to automate B2B marketing processes, drawing parallels to advancements in B2C marketing automation that have transformed customer acquisition strategies.
- The Future Vision for Dreamdata: Looking ahead, Lars sees Dreamdata at the forefront of automating go-to-market strategies for B2B companies, enabling them to scale efficiently with technology-driven solutions.
Actionable
Takeaways
Leverage Local Success Stories to Foster Innovation:
Lars highlights the influence of successful local companies like Zendesk on the Copenhagen tech scene. For founders, tapping into local success stories can provide inspiration and practical insights into building and scaling a tech company.
Address Age-Old Problems with Modern Solutions:
Dreamdata addresses the long-standing challenge of revenue attribution in marketing with a data-centric approach. This takeaway underscores the importance of using contemporary technologies to tackle traditional industry challenges, enhancing accuracy and efficiency.
Utilize Attribution for Optimization, Not Just Credit:
Moving beyond the traditional use of attribution for assigning credit, Lars advocates for its use as a strategic tool for optimization. This approach can lead to more collaborative and productive interactions between sales and marketing teams, focusing on common goals rather than internal competition.
Incorporate Automation to Scale Operations:
Lars emphasizes the potential of automation in streamlining and scaling B2B marketing efforts. For tech founders, investing in automation technologies can significantly enhance operational efficiencies and enable more focused strategic endeavors.
Narrow Focus to Accelerate Growth:
One of Lars' key lessons is the importance of narrowing the initial customer profile (ICP) to focus efforts more effectively. Startups should clearly define and continually refine their ICP to align closely with those most likely to benefit from and advocate for the product.
Recommended Founder
Interviews
Andy Mowat
CEO and Co-Founder of Gated
Andy Mowat, CEO and Co-Founder of Gated: Over $3 Million Raised to Build Noise Cancelling Headphones for Email
Ashish Nagar
Founder & CEO of Level AI
Ashish Nagar, CEO of Level AI: $35 Million Raised to Power Contact Centers of the Future
Patrick Woods
CEO and Co-Founder of Orbit
Patrick Woods, CEO and Co-Founder of Orbit: Over $22 Million Raised to Power the Future of Communities
Hikari Senju
CEO and Founder of Omneky
Hikari Senju, CEO and Founder of Omneky: $10 Million Raised to Empower Brands With AI-Powered Ads To Maximize Performance
Marc Bernstein
CEO and Founder of Balto
Marc Bernstein, CEO and Founder of Balto: $52 Million Raised to Power the Future of Contact Centers
Ori Entis
CEO and Co-Founder of Staircase AI
Ori Entis, CEO and Co-Founder of Staircase AI: $5 Million Raised to Power the Future of Customer Revenue Growth
Jonathan Legge
Co-Founder and CEO of &Open
Jonathan Legge, Co-Founder and CEO at &Open: Over $35 Million Raised to Create the Future of Corporate Gifting
Alex Reynolds
Alex Reynolds, CEO & Co-Founder of Vendelux: $20 Million Raised to Build the Future of Event Intelligence
Taylor Lint
CEO and Founder of Swantide
Taylor Lint, CEO and Founder of Swantide: $7 Million Raised to Revolutionize How Companies Design and Build Their GTM Infrastructure
Creating the Go to Market Category with ZoomInfo’s Bryan Law
CMO of ZoomInfo
Creating the Go to Market Category with ZoomInfo’s Bryan Law
Adrien Menard
CEO and Co-Founder of Botify
Adrien Menard, CEO and Co-Founder of Botify: $82 Million Raised to Build the Future of SEO
Parry Bedi
Co-Founder and CEO of Tingono
Parry Bedi, CEO of Tingono: $7 Million Raised to Help Companies Boost Net Revenue Retention
Thomas Millay
CEO of DemandJump
Thomas Millay, CEO at DemandJump: Over $25 Million Raised to Power the Future of Content Strategy
Sam Fonoimoana
Founder & CEO of Datajoin
Sam Fonoimoana, Founder & CEO of Datajoin: $3.5 Million Raised to Help Brands Leverage Customer Behavioral Insights
Spencer Dusebout
CEO & Founder of Aidium
Spencer Dusebout, CEO & Founder of Aidium: $19 Million Raised to Build the Future of Mortgage CRM
Ishveen Jolly
CEO and Co-Founder of OpenSponsorship
Ishveen Jolly, CEO and Co-Founder of OpenSponsorship: Over $5 Million Raised to Build the Future of Sports Influencer Marketing
Pulkit Agrawal
CEO & Co-Founder of Chameleon
Pulkit Agrawal, CEO & Co-Founder of Chameleon: $15 Million Raised to Build the Product Adoption Category
Jared Siegal
CEO and Founder of Aditude
Jared Siegal, CEO and Founder of Aditude: $15 Million Raised to Build the Future of Publisher Monetization
Stephen Karaolis
Marketing Director of Cleary
Stephen Karaolis, Marketing Director at Cleary: Mastering Speed to Market – The Key to Dynamic Content Strategy
Rob Sadow
CEO & Co-Founder of Scoop
Rob Sadow, CEO & Co-Founder of Scoop: $8 Million Raised to Build the Future of Hybrid Team Coordination
Leena Joshi
CEO of CloseFactor
Leena Joshi, CEO of CloseFactor: $15+ Million Raised to Automate Repetitive Sales Processes
Robert Thelen
CEO & Founder of Rownd
Robert Thelen, CEO & Founder of Rownd: $3.3 Million Raised to Build the Future of App Onboarding
Cory Schmidt
Head of Marketing of Heyflow
Mastering Organic Growth: Insights from Heyflow’s Head of Marketing
Andrew Forman
Founder of Givz
Andrew Forman, CEO of Givz: $3 Million Raised to Make Donating, Not Discounts, eCommerce Brands Ultimate Growth Lever
Zack Rosenberg
CEO and Founder of Qortex
Zack Rosenberg, CEO & Founder of Qortex: $11 Million Raised to Build the Future of Video Analytics
Tom Lee
Co-Founder of LOVO AI
Tom Lee, Co-Founder of LOVO AI: $7 Million Raised to Build the Future of AI Voiceovers
John Jahnke
CEO and Co-Founder of Tackle.io
John Jahnke, CEO and Co-Founder of Tackle.io: $148 Million Raised to Build the Future of Cloud Go-to-Market
Sangram Vajre
Co Founder and CEO of GTM Partners
Behind the Category: Creating the Account-Based Marketing (ABM) Category with Sangram Vajre
Sam Mallikarjunan
Co-Founder & CEO of OneScreen
Sam Mallikarjunan, Co-Founder & CEO of OneScreen: $10 Million Raised to Power the Future of Offline Advertising
Chris Golec
CEO and Co-Founder of Channel99
Chris Golec, CEO and Co-Founder of Channel99: $5 Million Raised to Power the Future of B2B Marketing
Pierce Ujjainwalla
CEO of Knak
Pierce Ujjainwalla, CEO of Knak: $25 Million Raised to Empower Enterprise Marketers with Codeless Email and Landing Page Creation
Dan Malgran
VP of Marketing of Steno
Dan Malgran, VP of Marketing at Steno: Elevating Legal Tech with Revenue-Driven Marketing Strategies
Jonas Rinde
CEO of Nomono
Jonas Rinde, CEO of Nomono: $15 million Raised to Power the Future of Podcasting
Daniel Erickson
Founder and CEO of Viable
Daniel Erickson, CEO of Viable: $9 Million Raised to Build the Future of Customer Feedback Analysis
Tine Karlsen
Co-Founder & CEO of Vev
Tine Karlsen, CEO and Co-Founder of Vev: $7 Million Raised to Power the Future of No-Code Visual Design
Michael Bamberger
CEO and Founder of Tetra Insights
Michael Bamberger, CEO and Founder of Tetra Insights: $7 Million Raised to Power the Future of Qualitative Research
Rajat Mishra
Founder & CEO of Prezent
Rajat Mishra, Founder & CEO at Prezent: Over $24 Million Raised to Build the Presentation Productivity Platform Category
Creating the Marketing Automation Category with Mark Organ
CEO of Eloqua
Creating the Marketing Automation Category with Mark Organ
Omed Habib
VP of Sapient AI
Omed Habib, VP of Marketing at Sapient AI: A Technical Founder’s Guide to B2B SaaS Marketing
Dan Rua
CEO of Admiral
Dan Rua, CEO of Admiral: $28 Million Raised to Build the Future of Visitor Relationship Management
Chris Strahl
CEO of Knapsack
Chris Strahl, CEO of Knapsack: $7 Million Raised to Build the Future of Design Systems
CEO and Co-Founder of Sendoso
Creating the Sending Management Category with Sendoso’s Kris Rudeegraap
Luke Hansen
CEO and Founder of CompanyCam
Luke Hansen, CEO and Founder of CompanyCam: $38 Million Raised to Build the Future of Visual Communication for Contractors
Ariana Faustini
Head of Golioth
Ariana Faustini, Head of Global Marketing at Golioth: Embracing Authenticity in Developer Marketing
Katy Carrigan
CEO of Goody
Katy Carrigan, CEO of Goody: $32 Million Raised to Build the Future of Corporate Gifting
Tyler Strand
Co-Founder and CTO of Air
Tyler Strand, Co-Founder and CTO at Air: $38 Million raised to Build the Creative Operations Category