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.
AI Mode Sends a Different Visitor. Your Website Wasn't Built for Them
A billion people are using Google's AI Mode, arriving at your website having already compared you to competitors, and your homepage is still asking if they'd like to subscribe to a newsletter. That 42% conversion premium? You're bleeding it dry with funnels built for visitors who no longer exist.
7 AI Search Shifts You Can't Afford to Ignore
Sixty percent of Americans now read AI summaries instead of clicking through to websites, and 93% of Google AI Mode sessions end without a single external click. The volume is collapsing, but AI-referred visitors convert at 23x the rate of standard organic traffic, which means most marketing teams are optimizing for the wrong variable entirely.
Half Your Daily AI Search Users Click Through. The Other Half? They're Not Who You Think.
Daily AI search users click through to sources at 3.5x the rate of casual users, and they're your actual buyers. While everyone panics about AI killing traffic, the data reveals something better: AI is sorting your audience, separating serious researchers from casual browsers.
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.
UTM Architecture for Enterprise: The Governance Layer Your Attribution Model Is Missing
Your GA4 campaign report probably has a problem you haven't noticed yet - fragmented UTM tracking that's making budget decisions based on fiction. Here's how to build the governance layer that makes multi-touch attribution actually work.
AI and ABM: What the ForgeX Research Actually Tells Us About Winning in 2026
91% of B2B marketers use AI in ABM, but only 19% have a formal plan for it. The ForgeX research reveals the uncomfortable truth about the AI-ABM paradox and what actually separates winning programs from the rest.
Your Lead Score Is Lying to You. Here's What Comes Next.
Your lead scoring model is basically a Magic 8-Ball with a spreadsheet, and only 27% of marketing-qualified leads are actually sales-ready. AI-powered scoring doesn't just assign arbitrary points, it predicts purchase probability based on what actually drives deals.
How to Build Topical Authority in the AI Search Era (7 Steps)
Great Jones makes gorgeous Dutch ovens that Vogue and Bon Appétit love, yet ChatGPT won't recommend them. It's not a quality problem, it's a pattern problem, and it's why your B2B content strategy needs a complete overhaul for the AI search era.
Best Marketo Alternatives in 2026: 5 Marketing Automation Platforms We Tested Against It
Watched a CMO spend 45 minutes explaining why Marketo costs six figures while leads still take an hour to route to sales. Here's what we learned testing five alternatives that have engineered away the friction.