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.
49% of Marketers Can't Act on Their Own Data. Here's the Ops Fix.
49% of marketers say analytics don't translate into action. AI measurement closes the gap, but only with clean data, governance, and ops instrumentation underneath.
72% of B2B Buyers Are Using ChatGPT to Vet Vendors. Half of You Aren't Even in the Answers.
Here's a stat that should ruin your Monday: 72% of B2B buyers now use ChatGPT to evaluate vendors, while 51% of B2B tech brands have zero AI citations. The shortlist is getting built before you even know it exists, and if you're not in the answer, you're not in the running.
WebMCP Turns Your Website Into an Attack Surface
Your marketing team just made your site agent-ready, and now your competitors can hijack the AI agents your prospects send to evaluate you. The attack surface is yours, here's how to close it before someone else uses it.
Your AI Visibility Dashboard Is Lying to You
That 12-point lead over your competitor in ChatGPT citations? It might be the statistical equivalent of flipping a coin three times and declaring yourself a probability genius. New research quantifies what many suspected: AI visibility metrics are snapshots of a moving target, not fixed competitive intelligence.
AI Mode Queries Are 3x Longer Than Traditional Search. Most B2B Content Still Targets 3-Word Keywords.
Google's AI Mode report shows queries are 3x longer and follow-ups grew 40% monthly. Here's how to close the gap between user behavior and your content.
Google's AI Marketing Org Runs on Workflow Fixes, Not Better Models
Google Cloud's VP of Growth shared how her team actually deploys AI agents. The biggest blocker isn't model quality — it's workflow friction and process debt.
Over 60% of Google searches end in zero clicks. Your SEO still reports on rankings.
Over 60% of Google searches end in zero clicks. Here's how B2B SaaS demand gen leaders can rewire SEO around pipeline, commercial intent, and AI citation visibility.
Your Rankings Look Fine. AI Still Doesn't Know You Exist.
AI Overviews appear in 50% of B2B searches, but the median brand gets cited in just 3%. Here's a nine-step workflow to find and close AI citation gaps.
Paid Pipeline Share Is Shrinking. Content Can Fill the Gap, but Only If You Measure It Right.
Paid pipeline share fell from 34% to 26%. Content converts 110% better than paid, but only teams measuring pipeline velocity, influenced revenue, and CAC by content type will prove it.