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.
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.
Gemini Just Changed the Rules: What B2B Marketers Need to Know About Google's Answer Engine
Sixty percent of Google searches now end without a click, and your beautifully ranked content might be invisible. Welcome to the Gemini era, where AI answers questions before prospects ever see your website. Here's how to make sure you're part of the conversation.
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.
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.
The Cross-Platform Measurement Problem Nobody Wants to Solve
You're staring at three dashboards and each platform is taking credit for revenue that doesn't mathematically exist. Welcome to the measurement problem that keeps B2B marketers up at night, and here's how to actually fix it.
From Campaigns to Revenue: Rebuilding the B2B Digital Experience
Eighty percent of B2B deals are won before your SDR even picks up the phone. If that doesn't make you question your entire campaign calendar, I don't know what will. The game has changed, and most teams are still playing by rules that no longer exist.
Google Ends API Support for New Smart Campaigns: What B2B Teams Need to Know Before the Cutoff
Google's killing API support for new Smart Campaigns, and if your B2B team relies on programmatic provisioning, you've got homework to do. The migration to Performance Max or AI Max isn't optional, but it's also your chance to finally fix that lead quality problem you've been ignoring.
Your Buyers Already Know Who They're Buying From. Do They Know You?
Ninety-five percent of the time, the vendor who wins a B2B deal was already on the buyer's shortlist before the buying process officially began. If you're not building familiarity before buyers start looking, you're not even in the race.
Reddit's Community Intelligence Play: What the Math Says About Your Next Media Mix Decision
Reddit just handed B2B marketers a new variable for the attribution model. The question is whether it belongs there, and I've got the framework to help you figure that out before your next budget review.