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.
LinkedIn's Bot Problem Is Your CAC Problem
Your LinkedIn campaigns look healthy until your sales team starts calling those leads. New data reveals LinkedIn's bot problem is costing B2B marketers thousands in wasted spend and inflated pipeline forecasts.
Adobe's CX Enterprise Coworker: The CFO-Safe Case for Agentic Marketing Orchestration
Adobe just launched CX Enterprise Coworker to solve the 68-percentage-point gap between AI adoption and production deployment in enterprise marketing. While 79% of enterprises have adopted AI agents, only 11% run them in production, and Adobe's betting their orchestration layer can separate the winners from the 88% who fail.
Fewer replacements, more tools: the compounding mess inside B2B martech
B2B martech stacks keep growing even as platform replacements slow, creating compounding integration debt that degrades attribution, lead routing, and pipeline.
68% of Google Searches Produce Zero Clicks. Here's What Your KPI Stack Should Look Like Now.
68% of Google searches now end without a click. Here's how B2B marketing ops teams should rebuild KPIs around visibility, citations, and branded search lift.
Google's Preferred Sources and Highly Cited Labels Change the Math on AI Search Visibility
Google's Preferred Sources, article carousels, and Highly Cited badges reshape AI search visibility for B2B marketers tracking pipeline beyond clicks.
Your DSP Is Optimizing to Noise. Here's How to Audit the Loop.
Fraud, auction duplication, and privacy-driven data loss pollute DSP optimization loops. Here's a four-step audit to stop your algorithms from scaling spend into noise.
Schema markup won't get you cited by ChatGPT. Here's what it actually does for AEO.
Schema markup supports AEO as a machine-readable trust signal, not a ranking hack — here's how to implement, validate, and measure it for answer engine visibility in 2026.
AI in B2B Sales: The Difference Between Sprinkled and Strategic
Most B2B sales teams are AI-sprinkled, not AI-strategic, which explains why 42% abandoned their initiatives last year. The difference between success and failure comes down to connected workflows, clean data, and knowing where humans still matter most.
AI Skills: From Prompt Fatigue to Repeatable Revenue
Every marketing team has the same AI complaint: powerful tools with brutal setup tax. Skills change that equation by teaching AI assistants to do specific jobs consistently, turning one-off experiments into repeatable revenue drivers.