Most B2B revenue is influenced long before a buyer ever fills out a form.

Today’s buyers self-educate early, involve multiple stakeholders, and interact with your brand across dozens of touchpoints - often without sales ever knowing.

As a result, marketing now shapes the majority of the buying journey before prospects are visible in the funnel.

For CMOs, this creates a familiar challenge: marketing is clearly influencing revenue, but traditional measurement models struggle to prove where and how that impact happens.

In this free live session, we’ll unpack how modern B2B buying journeys actually work, and how marketing teams can measure, influence, and defend their impact across long sales cycles.

What you’ll discover

In this session, you’ll learn how to:

  • Understand where marketing really influences B2B revenue
    Why buyers engage across ~70+ touchpoints, multiple channels, and 6+ stakeholders, and what this means for marketing strategy and measurement.
  • Market to future buyers, not just active demand
    How the 95/5 rule changes the role of brand, awareness, and always-on channels in driving long-term growth.
  • Move beyond last-click and lead-based attribution
    Why channels like LinkedIn can look expensive on paper, yet deliver strong ROI when measured across the full funnel.
  • Identify early buying signals before leads appear
    How account-level engagement and intent data can surface interest earlier and support better alignment with sales.
  • Create clearer conversations with finance and sales
    Capture the early “seeds” of demand so marketing’s contribution to revenue is visible, credible, and defensible.

Why this matters for CMOs and their teams

For CMOs, long buying cycles make it harder to answer simple questions:

  • What’s actually driving revenue?
  • Which channels deserve continued investment?
  • Where is marketing creating leverage before sales gets involved?

For Demand Gen and Marketing Ops teams, this often shows up as:

  • Attribution gaps and channel bias
  • Pressure to justify spend on awareness and brand
  • Misalignment with sales around where deals originated

This session bridges the strategic and the operational - helping leaders set the right direction while giving teams a clearer framework for measurement and execution.

Meet your speaker

Steffen Hedebrandt
CMO & Co-founder, Dreamdata

Steffen has helped scale and lead marketing teams at companies like Upwork and Airtame before co-founding Dreamdata.

As a marketing leader, he’s seen first-hand how difficult it can be to prove impact in long B2B buying cycles, especially when much of marketing’s influence happens before leads exist.

Today, he works with B2B teams to understand what’s actually driving revenue and how to measure it more effectively.

Register for free live & OnDemand access and learn how to measure what truly drives B2B revenue across long buying cycles.