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 Intent Data Reckoning: What 13 Providers Actually Deliver in 2026
A B2B rep called intent data 'chasing ghosts.' He's not wrong—87% of organizations report unreliable signals. But when it works, intent-prioritized accounts convert at 2.5x the rate. The difference? Which provider you pick and whether it matches how your team actually sells.
The Shot-by-Shot Decision: When AI Video Helps Your B2B Campaign and When It Tanks It
AI video looks polished but tanks conversions when you use it wrong. The real decision isn't 'AI or traditional', it's knowing which tool fits which shot. Here's the three-test framework that separates the marketers who get it from the ones still wondering why their beautiful footage isn't moving the needle.
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.
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.
Likelihood to Buy: The Metric That's Quietly Rewiring B2B Growth
Forty-two percent of B2B companies missed their revenue targets last year, not because they lacked ambition, but because they were confident they wouldn't. The companies pulling ahead aren't the ones with the biggest budgets. They're the ones who've figured out which deals are actually going to close.
7 AI Search Shifts You Can't Afford to Ignore
Sixty percent of Americans now read AI summaries instead of clicking through to websites, and 93% of Google AI Mode sessions end without a single external click. The volume is collapsing, but AI-referred visitors convert at 23x the rate of standard organic traffic, which means most marketing teams are optimizing for the wrong variable entirely.
Your Lead Score Is Lying to You. Here's What Comes Next.
Your lead scoring model is basically a Magic 8-Ball with a spreadsheet, and only 27% of marketing-qualified leads are actually sales-ready. AI-powered scoring doesn't just assign arbitrary points, it predicts purchase probability based on what actually drives deals.
Google AI Max: What It Is, What It Does, and Whether Your Account Is Ready
Google promises AI Max will boost conversions by 14-27%, but independent testing shows 99% of impressions generate zero conversions. Here's the math your CFO needs to see before you flip that toggle.