The B2B buying journey has officially flipped. Buyers are now willing to hand over their most sensitive CRM data to start a free trial without ever talking to a sales rep.

In this special crossover episode, we’re sharing a conversation from the Aulium Podcast featuring our very own CEO, Nick Turner. Nick joins hosts Thomas Viguier and Markus Perkumas to break down why fighting this shift in buyer autonomy is a losing game and how Dreamdata leaned into this trend to fuel a $55M Series B.

Nick draws on 15 years of GTM experience including leading U.S. expansion for European SaaS companies like Botify to explain how trust frameworks and interactive demos have made self-service adoption the new standard, even for complex, data-sensitive products.

Inside this episode:

The Death of the Gatekeeper: Why 10,000+ employee companies now start free trials on their own.
Trust as a Catalyst: How GDPR, SOC 2, and data ownership frameworks actually enable buyer confidence.
The PLG Engine: The role of open APIs in accelerating product-led growth.
Sales-Led vs. Self-Service: Why resisting modern buyer preferences is a recipe for losing deals.
Scaling a Global Culture: How Nick leads a Danish-founded company with 65 employees across 28 nationalities.

Follow Nick Turner on LinkedIn: https://www.linkedin.com/in/cnickturner/

Follow Aulium Podcast here: https://open.spotify.com/show/3QYrAWhRj3Twzi6rc1pLNq

Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it.

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Join our next Live Sessions Here:
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Joe Glover: The Power of In-Person Events in the Age of AI
Mark Ritson: Making B2B Marketing Work Better

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Why Buyers Want to Own the Journey: Nick Turner on Self-Service