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.
Four Growth Plays That Actually Work Right Now
Customer.io hit 11,000 AI citations in five months. LinkedIn articles are outranking company websites in ChatGPT. These aren't conference theories, they're documented wins from B2B marketers who shared the exact mechanics. Here's what's actually working right now.
Salesforce Winter '27: Ten Updates That Change the Marketing Math
Salesforce Winter '27 isn't incremental, it's the release where agents start owning entire campaign workflows. I dug through the sandbox feedback to find the ten updates that actually change your marketing math.
141 MCP Tools and the Math Your CFO Needs to See
Metadata.io just dropped 141 MCP tools for AI agents to run your entire B2B paid media operation. But before you get excited, let's talk about the token tax eating your budget and why only 14% of enterprise AI pilots actually make it to production.
Build Your 2027 Marketing Plan: A Playbook for the Budget-Scrutiny Era
The era of 'trust us, marketing works' is officially over. Here's how to build a marketing plan that survives the boardroom gauntlet and actually delivers results, because more budget doesn't mean more freedom, it means more accountability.
TikTok for B2B Brands: A Practical Playbook That Works
Two-thirds of B2B decision-makers on TikTok use the platform to discover business products before they ever visit your website. The economics are compelling, TikTok is 96% cheaper per view than LinkedIn, but most B2B accounts that rushed in came out empty-handed. Here's the playbook that actually works.
Marketing Without Signals: The CFO Conversation Nobody Wants to Have
Your attribution model is lying to you, and the gap between dashboard reports and actual pipeline drivers has widened to the point where budget decisions are essentially coin flips with better formatting. Here's how to rebuild measurement that doesn't depend on tracking infrastructure you no longer control.
The Next CDP Decision Goes Beyond the CDP
Your board doesn't care about your customer data platform, they care about CAC payback and whether the pipeline forecast will hold. If you're still evaluating CDPs the way you did in 2022, you're solving yesterday's problem.
The CFO Doesn't Care About Rankings: Building a 2027 SEO Budget That Survives Scrutiny
Build a 2027 SEO budget that survives CFO scrutiny by structuring spend into maintenance, evidence-backed growth, and experimentation tiers with clear metrics.
The Pipeline Number That Won't Get You Laughed Out of the Room
Ask your paid media team what they contributed to pipeline last quarter in actual dollars and watch the room go quiet. That silence is the whole problem, and fixing it requires measurement that produces the same answer whether marketing or finance runs the query.