From Awareness to Action: B2B Marketing That Drives Real Revenue | Marketing Dilemmas Ep. 1

🎙️ Welcome to Marketing Dilemmas — the podcast where Cognism’s Liam Bartholomew tackles the toughest questions in B2B marketing.

In Episode 1, Liam is joined by Steffen Hedebrandt, CMO and Co-Founder of Dreamdata, to explore one of the biggest challenges in modern B2B:
👉 When is a prospect actually ready to buy?

They dive deep into:
The art of nurturing leads across the funnel
Why awareness alone isn’t enough to drive revenue
How to avoid asking for the demo too early
Using AI, intent data, and engagement scoring to identify sales-readiness
Strategic content plays: benchmark reports, micro-conversions, and more

💡 Whether you're a demand gen leader, content marketer, or B2B growth strategist — this episode offers tactical insights you can use right away.

🔔 Subscribe to Marketing Dilemmas for unfiltered takes, honest challenges, and the real conversations marketers are having behind closed doors.

📌 Timestamps:
00:00 – Intro & Steffen’s cold plunges
03:00 – Dreamdata’s marketing engine
06:00 – The “sales-readiness” dilemma
14:00 – Soft conversions vs. demo asks
21:00 – Benchmark reports & nurture tactics
28:00 – Events, influencers, & offline marketing
36:00 – Go-to-market engineering & the future of B2B marketing
44:00 – Steffen’s final advice

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About Cognism
We give you mobile phone numbers and B2B emails of people you want to do business with. Find out more ➡ https://www.cognism.com/