DataWorks
B2B Marketing Data, Attribution & Analytics
Without visibility, you're flying blind. Without correlation, you're guessing.
Most marketing teams are rich in dashboards and poor in answers. DataWorks covers attribution, measurement infrastructure, and the intelligence layer that makes every other marketing investment legible.
Without visibility you are flying blind; without correlation you are guessing — this section is about replacing both with evidence.
Do You Really Need So Much Marketing?
I watched a SaaS company burn through $2.3 million on a 'full-funnel activation strategy' and grow their pipeline by just 4%. Meanwhile, a competitor with a fraction of that budget focused on three channels and doubled their qualified leads. The question isn't whether you need marketing, it's whether you need this much of it.
B2B Marketing Measurement: Future-Proof Your Strategies
That 14-point gap between marketing's confidence and finance's trust? It's not a data problem, it's a vocabulary problem, a timing problem, and a governance problem rolled into one. Here's how to build measurement that actually survives the CFO meeting.
Demandbase's Advanced Reporting for Advertising: What the Embedded Looker Instance Actually Changes
Most B2B ad dashboards tell you how much you spent, not whether it moved accounts toward revenue. Demandbase's embedded Looker instance promises to close that gap, here's what the four pre-built dashboards actually do and whether they'll change your board conversations.
Jon Miller's 2026 Playbook: When Your Next Lead Might Be a Bot
The man who co-founded Marketo is telling us the B2B marketing playbook is obsolete. Your next qualified lead might not be a person, it might be an AI agent doing vendor research on behalf of a buying committee that hasn't even decided they have a problem yet.
Meta Wants to Run More of Your Marketing. Here's the CFO Question Nobody's Asking.
Meta's Advantage+ suite promises effortless ROAS gains, but when the algorithm controls targeting, creative, and budget, how do you prove the lift is real? Before your CFO asks the hard questions, here's the framework you need.
Google's AI Video Dubbing in Asset Studio: A CFO-Ready Assessment
Google's new AI video dubbing in Asset Studio just collapsed the economics of international video campaigns. When 82% of buyers prefer ads in their native language, the question isn't whether to localize, it's which markets justify the media spend.
Proving the Value of Paid Search With Incrementality Testing
Your Google Ads dashboard is lying to you, not maliciously, but structurally. Incrementality testing offers something your CFO will actually accept: proof of what your paid search spend caused, not just what it touched.
AI Max Isn't Strategy: What Mike Ryan's Guardrails Argument Means for Your Forecast
Google's AI Max can optimize toward a goal, but it cannot understand your business context. Mike Ryan's guardrails argument reveals why the gap between algorithmic efficiency and strategic intent is where your next forecast lives, or dies.
The GTM Reset Nobody Asked For (But Everyone Needs)
Somewhere between the third martech vendor pitch and the fifth dashboard refresh, most B2B marketing leaders have had the same quiet realization: we've been playing the wrong game. Here's your wake-up call for 2026—and it doesn't involve buying another platform.