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.
AI GTM: The Essential Guide for B2B Revenue Leaders
Your sales team has AI tools, marketing has AI tools, ops has AI tools, but they're all playing different songs. Here's how to turn your fragmented AI stack into a revenue orchestra that actually works together.
Demandbase's Semantic Layer Bet: What It Means for Your List-Building Math
When your marketing ops team defines 'engaged account' differently than sales ops, you're not just creating pipeline friction, you're creating forecast variance that makes your CFO question whether marketing knows what it's measuring. Demandbase just shipped a semantic layer that solves the problem most GTM leaders don't realize they have until quarterly attribution debates start.
AI search cut the clicks. Your comparison page has to close.
A practical 2026 CRO experiment to convert AI-influenced comparison-page traffic with answer-first blocks, clean measurement, and clear guardrails.
Email-based IDs in CTV: when the match rate is 16%
Critics say email-based IDs break down in CTV because household viewing, low IP-to-email match rates, and opaque reporting make lift hard to prove.
B2B ads got smarter. Measurement didn’t keep up.
New B2B research shows a wide measurement gap; this piece explains why it persists and a practical holdout test to prove incrementality.
Use GSC’s AI Overview impressions as an early-warning KPI
Google’s 2026 GSC generative AI report adds AI Overview impressions; here’s a practical workflow to tie that visibility to conversions without overrating it.
W3C attribution isn’t effectiveness: the counterfactual it can’t give
W3C Attribution Level 1 reports privacy-safe ad-to-conversion associations, but it can’t prove incrementality; pair it with holdouts to measure lift.
Stop funding winners: prove marginal ROI first
A practical framework to test marginal ROI before scaling a winning campaign, using holdouts, guardrails, and a 10–15% budget step to avoid waste.
One Marketer, 80 Demos a Month: The Aline Playbook That's Breaking B2B Norms
One marketer at Aline is booking 80-100 demos monthly with 30% MoM growth, no SDR army, no bloated stack. His ruthlessly simple playbook exposes how overcomplicated most B2B marketing has become.