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 Channel ROI Might Be a Settings Artifact
Before you panic about that 18% organic search collapse, check your GA4 Admin panel. That dramatic channel shift might just be a settings toggle rewriting your executive dashboard, not an actual market signal.
41% of B2B Teams Use Multi-Touch Attribution. Only 18% Trust It.
MTA adoption doubled but trust didn't follow. Here's a practical measurement portfolio for B2B attribution that ties to pipeline and revenue in 2026.
88% of Companies Use AI. Only 12% Built a System. That's the Whole Problem.
Almost everyone bought the gym membership, but barely anyone is showing up to actually work out. The 88/12 split isn't a technology gap, it's an execution gap, a strategy gap, a leadership gap. Here's how to stop celebrating pilots and start building systems that actually compound.
The CFO Conversation Nobody Wants to Have (And How HubSpot Cracked It)
Fifty million impressions a month. Seventy people. Seventeen YouTube channels. And yet the most interesting thing HubSpot's VP of Content said wasn't about scale, it was about the question every content marketer dreads: 'How do I explain this to my CFO?'
Get Started with Data Enrichment: A CFO-Safe Playbook for Marketing Leaders
Your CRM is rotting at 22.5% per year, and if you're forecasting pipeline on data that decays faster than your sales cycle, you're forecasting fiction. Here's how to build a data enrichment program that Finance will actually approve, complete with a two-week pilot design and the math that gets budget.
Your Content Hasn't Caught Up to How People Actually Search Now
Google just dropped a year's worth of behavioral data, and it reads like a post-mortem for the keyword strategies most marketing teams finalized last summer. The search box just got a lot bigger, time to fill it with something worth citing.
Your Paid Media AI Runs on Conversion Signals You're Not Sending
Your Smart Bidding campaigns are optimizing in the dark because you're not sending the conversion signals they need. Here's the 90-day playbook to fix your measurement foundation before your competitors pull ahead.
Why Your Best Content Might Be Invisible to AI (and What to Publish Instead)
Only 16.7% of AI Overview citations come from top-10 organic results. AEO changes which content earns pipeline and what's worth publishing next.
Your Brand's AI Visibility Depends on Sources You Don't Control
90% of SaaS brands have zero AI search mentions. Third-party sources drive 6.5x more AI citations than your own site, making earned visibility a pipeline lever.