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.
Pardot Alternatives: What B2B Marketers Are Actually Choosing in 2026
Salesforce renamed Pardot to 'Marketing Cloud Account Engagement' back in 2022, and that rebrand was the first sign something bigger was happening. If you're asking whether it's time to leave, here's what's actually changed in the market and why the alternatives look fundamentally different than they did even two years ago.
Google's New Benchmarking Feature Gives You the Peer Comparison Your CFO Actually Wants
Your board wants competitor comparisons and you've been citing six-month-old industry reports. Google's new Ask Advisor benchmarking feature finally lets you show where you actually stand against your peer group, but only if you verify the peer group first.
When Your Attribution Data Lies to You: What LaunchDarkly's Metadata Fix Reveals About B2B Marketing's Dirty Secret
Here's a confession that will resonate with every demand gen leader: you've probably made at least one budget decision this quarter based on garbage data. LaunchDarkly's case study reveals what happens when a sophisticated marketing team finally confronts the uncomfortable truth about UTM parameters, and the infrastructure fix that made attribution trustworthy again.
Your AI Buyer Persona Knows Everything Except How to Buy
Your synthetic audience tool can simulate 10,000 IT decision-makers in an hour, but it has no idea whether any of them would actually sign a contract. The gap isn't technical, it's psychological, and it's costing you deals.
Google's AI Search Data Is Growing, But The Gaps Remain
Sixty-eight percent of Google searches now end without a click, and the gap between impressions and traffic is the AI Overview eating your CTR. The data keeps arriving, but the measurement gaps remain, and the teams that close them first will have a forecasting advantage that compounds.
Lars Maat: The Operator Voice B2B Marketing Needs Right Now
Lars Maat runs a 30-person agency, co-founded a paid social training community, and still logs into ad accounts weekly. For CMOs navigating AI search and channel convergence, he's that rare thing: an operator who publishes with enough specificity to actually be useful.
B2B Marketing Automation: Fix Targeting Before Tools
Here's the uncomfortable truth most automation vendors won't tell you: 49% of marketers can't measure ROI from their automation. Not because the software is broken, but because they automated a targeting problem. Let me show you how to fix that before you waste another dollar.
ChatGPT Ads Just Got a Self-Serve Dashboard. Here's What the Math Looks Like.
OpenAI's new self-serve Ads Manager is rolling out globally, and the unit economics question is the only one that matters. Here's how to model the pilot, set your kill thresholds, and figure out if this channel belongs in your mix before CPCs climb to Google-level pain.
The Funnel Lied to You: What Dreamdata's Data Reveals About How B2B Buyers Actually Buy
Eighty-eight touchpoints. Ten stakeholders. Two hundred seventy-two days. The comforting fiction of your linear funnel just got buried by Dreamdata's latest research, and the implications should make every CMO reconsider everything they thought they knew about attribution.