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.
The Marketing Tech Stack 2026: Essential Tools for Data-Driven Growth Teams
Sixty-two percent of B2B teams plan to reduce their tool count in the next twelve months, and the math is uncomfortable. With martech utilization dropping to 49% and CFOs demanding ROI over novelty, the question has changed from "what can we buy?" to "what's actually working?"
AI Mode ads change search. Measure the lift, not the clicks.
Google’s AI Mode adds Gemini-powered ad formats; this ops-ready playbook shows how to test incrementality with a holdout before scaling spend.
Your SEO didn’t fail. Your visibility did.
A practical way to measure and regain AI-era demand gen: run a visibility holdout that ties AI answers and citations to qualified pipeline lift.
Google’s AI search memo: stop renaming SEO
Google says AEO and GEO are still SEO for AI Overviews—so focus on crawl/index fundamentals and make content more citable, not more gimmicky.
If you build a CRM with Claude, start with audit logs
A practical audit-first checklist for DIY CRMs: prove changes, execute GDPR erasure within ~30 days, and protect deliverability with SPF/DKIM/DMARC.
Make AI ads smarter by fixing one signal: conversion data
In 2026, AI ad automation amplifies tracking mistakes; this playbook shows how to harden one pipeline-quality conversion signal and test it safely.
A C+ for agent-ready APIs: the B2B bottleneck
An AI Agent API report card graded 144 B2B APIs at 71/100; here’s what it means for true agents and the one ops experiment to run now.
Snap’s unified attribution: one move to make iROAS believable
Snap’s 2026 Unified Attribution ties Snap optimization to MMP data, giving demand gen teams a practical path to validate iROAS beyond platform dashboards.
When 93% Account Reach Meets 100 Closed-Won Deals: What Total Expert's ABM Results Actually Tell Us
Most ABM programs die in the gap between impressive reach metrics and actual closed deals. Total Expert's case study bridges that gap with 93% account reach and 100 closed-won deals—here's the unglamorous framework that made it possible.