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.
What Data Can't Tell You (But a Conversation Can)
Your data can tell you what customers do, but it can't tell you what keeps them up at night. The most valuable insights live in the pauses between sentences, in conversations where someone finally says what they've been afraid to put in writing.
Google's New AI Search Reports: What the Data Gap Means for Your Pipeline
Google's new AI Search reports show impressions but hide the clicks, leaving B2B marketers with visibility data they can't connect to pipeline. Here's how to build measurement frameworks that work despite the data gaps.
Why Great Content No Longer Works: The Attention Paradox Nobody Wants to Admit
Your best content from 2024 would have crushed it in 2019, but today it's drowning in algorithmic sameness. The uncomfortable truth? Everyone else's content got just good enough to make yours invisible, and the solution isn't better AI prompts, it's having the courage to be the one voice that actually gets it.
When Attribution Goes Dark, Build an Evidence Stack
Your CFO wants to know which campaigns actually drove pipeline, but 38% of B2B attribution is now structurally untrackable. Here's how to build an evidence stack that proves marketing impact when traditional attribution fails.
Scale Gets You in the Door, but Workflows Keep You Embedded
AI-native companies are losing more than half their revenue base every year from existing customers alone. The old playbook said scale was the moat, but when customers can replicate workflows with AI agents, the real protection comes from embedding deeper into how they work every day.
Commercial intent is reshaping AI Overviews—your SEO reporting needs a new baseline
AI Overviews hit commercial queries unevenly, so segment by intent and rebuild your SEO baseline to protect decision-stage visibility and pipeline.
Measure “showing up” in AI and search: one ops play
A practical 2026 marketing ops play to measure “showing up” across Google, reviews, comparisons, and AI answers—and tie it to qualified pipeline.
Anthropic’s GTM stack shows the next tool war: workflow
Anthropic’s reported GTM stack uses familiar tools with Claude as orchestration, showing a practical routing experiment to cut sprawl and improve pipeline.
Generic keywords still matter—just not the way you pay for them
AI Overviews reduce CTR and reshuffle citations, so generic keywords pay off less in clicks and more in answer visibility, topical authority, and trust.