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.
Google's AI Search Data Is Growing, But The Gaps Remain
Sixty-eight percent of Google searches now end without a click, and the gap between impressions and traffic is the AI Overview eating your CTR. The data keeps arriving, but the measurement gaps remain, and the teams that close them first will have a forecasting advantage that compounds.
Your Paid Metrics Predict Almost Nothing About Pipeline
B2B paid acquisition's pipeline share is shrinking and most optimization metrics barely predict revenue. Here's where the playbook actually breaks and what to fix first.
$2M ARR per rep sounds absurd. Here's the system that makes it plausible.
Owner.com's reps average $2M+ ARR against a $1.3M industry benchmark. Five architectural decisions from their AI playbook that ops teams can actually replicate.
Your AI Agent Isn't Wrong. It Just Doesn't Know What Revenue Means.
AI agent accuracy depends on semantic layers, not better models. Here's what a semantic layer actually is and why 2026 vendor momentum makes it non-optional.
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.
Most B2B Brands Rank for Thousands of Keywords and Get Cited in 3% of AI Answers
Enterprise B2B brands rank for thousands of keywords yet appear in only 3% of AI Overviews, creating a distribution gap that traditional SEO metrics miss entirely.
Your Campaign Post-Mortem Takes Half a Day. Here's How AI Cuts It to 90 Minutes.
AI can compress a campaign post-mortem from half a day to 90 minutes by automating data assembly and pattern detection while humans retain strategic judgment.
Your Analytics Got Faster. The Budget Went to Defending the Numbers.
AI made fast analytics answers free, but verification and data trust now consume the budget. Here's how to measure and reduce your real cost-per-trusted-answer.
Broad Targeting Burns Series A Runway. Here's the Math.
Broad targeting inflates CAC and weakens the unit economics Series A investors scrutinize. Here's how to tighten targeting in one sprint and protect your runway.