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.
Server-Side Tracking to BigQuery: How to Pipe Durable Events Into Your Warehouse
Your GA4 export is 24 hours stale before it lands, and your attribution model is running on yesterday's news. Server-side tracking to BigQuery gives you a first-party event stream that bypasses browser limitations and lands in your warehouse on your schedule, this is infrastructure, not a nice-to-have.
TikTok for B2B Brands: A Practical Playbook That Works
Two-thirds of B2B decision-makers on TikTok use the platform to discover business products before they ever visit your website. The economics are compelling, TikTok is 96% cheaper per view than LinkedIn, but most B2B accounts that rushed in came out empty-handed. Here's the playbook that actually works.
The Pipeline Number That Won't Get You Laughed Out of the Room
Ask your paid media team what they contributed to pipeline last quarter in actual dollars and watch the room go quiet. That silence is the whole problem, and fixing it requires measurement that produces the same answer whether marketing or finance runs the query.
Partnerships and Rev-Share Deals Are Marketing Channels, Run Them Like One
Your partner program has a spreadsheet someone updates quarterly and a Slack channel where deals get announced with confetti emojis. That's the problem. If partners are generating a third of your pipeline, it's time to run them with the same rigor you'd never tolerate skipping for demand gen.
LinkedIn Ad Scheduling Tools: The CFO-Safe Buyer's Guide for B2B Teams
LinkedIn Campaign Manager will happily serve your ad at 3 a.m. and charge full price for it. For B2B teams spending $6K+ monthly, that gap between 'always on' and 'on when it matters' can mean 20-30% of budget landing in dead windows. Here's how to fix it.
What Is Agentic Marketing? A 2026 Guide for Marketers
Seventy-six percent of B2B orgs are deploying agentic AI in marketing, yet Gartner predicts 40% of these projects will fail. The difference between success and a $340K write-off? How you scope, measure, and govern the work.
Building a Content Strategy for the AI Search Customer
Your buyer just asked ChatGPT which B2B platform solves their problem. Your competitor got mentioned. You didn't. If your content strategy hasn't caught up to AI search, you're not just behind, you're invisible at the moment of decision.
Your Org Chart Was Built for a Search Engine That's Disappearing
Which line item in your marketing budget owns whether ChatGPT recommends you? The silence that follows that question in planning meetings tells you everything, we've built entire departments around a funnel that assumes buyers click search results, but increasingly, they just ask an AI and get three vendor names.
The 80% Problem: Why Your Buyers Already Picked Someone Else
Four out of five B2B deals are won before your SDR even gets that first meeting. If you're still measuring success by MQLs and form fills, you're optimizing for the 5% of deals that weren't already decided.