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.
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.
The Content Formats AI Actually Cites (And Why Your Best Blog Posts Might Be Invisible)
Your best content might be invisible to AI search engines that now appear in 50% of queries. Here's what formats actually get cited and why your narrative-driven blog posts are getting skipped entirely.
When ChatGPT Forgot Semrush Existed: A Case Study in AI Visibility
Semrush launched AI visibility tools, then discovered ChatGPT was recommending every competitor except them. The disconnect between being cited and being recommended reveals the marketing measurement problem of 2026.
GA4 for Paid Media Tracking: What B2B Marketers Actually Need to Know
Your CFO just asked why Google Ads shows 47 conversions while GA4 shows 31, and the board meeting is in three hours. This is the reality of paid media measurement in 2026: multiple systems, conflicting numbers, and executives who want a single source of truth.
Orchestrating CTV, Audio, Direct Mail, and Events Into a Single Pipeline Engine
Most B2B teams run CTV, audio, direct mail, and events as separate cost centers with separate dashboards. The math shows each channel works—but the real question is whether they work together or you're just paying for redundant reach and fragmented attribution.
When AI Becomes the Buyer's First Date
Sixty-nine percent of B2B buyers chose a different vendor than planned based on AI chatbot recommendations. If you're not in the AI's shortlist, you're not getting the meeting—and that changes everything about PR strategy.
Why Your B2B PPC Metrics May Be Lying to You
Your Google Ads dashboard says the campaign is working. The CRM says otherwise. When your sales cycle runs 84 days and involves six to ten decision-makers, a 28-day attribution window captures a fraction of the conversions your campaigns actually influence.
The Learning Phase Is Eating Your B2B Budget. Here's the Math to Fix It.
Meta's learning phase burns through 20% more cost per acquisition than stabilized campaigns, but most B2B teams treat it as a black box. Here's the math to engineer your way through it faster instead of bleeding budget while waiting.