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.
Your Next AI Visitor Will Know Who Sent It
Forty-four percent of buyers now start their purchase journey in AI tools, but most marketing teams can't see this traffic in their attribution models. The infrastructure to identify AI-originated visitors is finally catching up, and the implications for pipeline forecasting are massive.
What Data Can't Tell You (But a Conversation Can)
Your data can tell you what customers do, but it can't tell you what keeps them up at night. The most valuable insights live in the pauses between sentences, in conversations where someone finally says what they've been afraid to put in writing.
Google's New AI Search Reports: What the Data Gap Means for Your Pipeline
Google's new AI Search reports show impressions but hide the clicks, leaving B2B marketers with visibility data they can't connect to pipeline. Here's how to build measurement frameworks that work despite the data gaps.
Why Great Content No Longer Works: The Attention Paradox Nobody Wants to Admit
Your best content from 2024 would have crushed it in 2019, but today it's drowning in algorithmic sameness. The uncomfortable truth? Everyone else's content got just good enough to make yours invisible, and the solution isn't better AI prompts, it's having the courage to be the one voice that actually gets it.
When Attribution Goes Dark, Build an Evidence Stack
Your CFO wants to know which campaigns actually drove pipeline, but 38% of B2B attribution is now structurally untrackable. Here's how to build an evidence stack that proves marketing impact when traditional attribution fails.
Scale Gets You in the Door, but Workflows Keep You Embedded
AI-native companies are losing more than half their revenue base every year from existing customers alone. The old playbook said scale was the moat, but when customers can replicate workflows with AI agents, the real protection comes from embedding deeper into how they work every day.
The Content Formats AI Actually Cites (And Why Your Best Blog Posts Might Be Invisible)
Your best content might be invisible to AI search engines that now appear in 50% of queries. Here's what formats actually get cited and why your narrative-driven blog posts are getting skipped entirely.
When ChatGPT Forgot Semrush Existed: A Case Study in AI Visibility
Semrush launched AI visibility tools, then discovered ChatGPT was recommending every competitor except them. The disconnect between being cited and being recommended reveals the marketing measurement problem of 2026.
GA4 for Paid Media Tracking: What B2B Marketers Actually Need to Know
Your CFO just asked why Google Ads shows 47 conversions while GA4 shows 31, and the board meeting is in three hours. This is the reality of paid media measurement in 2026: multiple systems, conflicting numbers, and executives who want a single source of truth.