Steffen Hedebrandt

speaker

116 appearances 1 recordings 1 series first heard Apr 2025 last heard Apr 2025

Steffen Hedebrandt’s voice in public audio — every appearance, attributed to the second.

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So here the impact of SEO is obvious.

You ranked one.

I arrived at the website.

We made money.

That's great.

But in B2B, what that looks like, we actually put out some benchmarks just two weeks back about the average length of B2B customer journeys.

On our customers, which is based on thousands of customer journeys, the average length is 211 days.

So from first touch on an account until somebody buys is 211 days.

And the reason or the way we can actually do this is the, you know, you can build this yourself if you have a big team of data engineers.

But what we do at the company I co-founded, Dream Data, is that we take all customer journey data out of whatever silos that it resides in today.

So that means we have a proprietary tracking script that you put on your website.

That as soon as somebody arrives to the website, gets assigned a unique anonymous ID.

And when people push through forms, we're able to consolidate the anonymous ID with a known user.

And we can backtrace all the visits that person had to our website.

And we stitch that together into an account-based journey.

And this is really where you need to understand the difference in B2B versus B2C.

As part of those benchmarks we put out, we could see that an average of six people were part of account journeys for B2B companies.

And this is a huge problem for us that does SEO if we don't have a technology like this available.

Because the people that starts the journeys, that's typically where we as SEOs can kind of impact the journey.

Somebody's searching, we appear.

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