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.
Measuring ROI on AI Search: The Hardest Math in Marketing Right Now
Your Google Analytics says AI search traffic is a rounding error, but that buyer who just asked ChatGPT which B2B platform to shortlist? They're typing your competitor's name into their browser right now. The measurement canyon between what attribution shows and what's actually happening is keeping CMOs up at night, and I've got the three-layer stack to fix it.
The Intent Data Reckoning: What 13 Providers Actually Deliver in 2026
A B2B rep called intent data 'chasing ghosts.' He's not wrong—87% of organizations report unreliable signals. But when it works, intent-prioritized accounts convert at 2.5x the rate. The difference? Which provider you pick and whether it matches how your team actually sells.
The End of Campaign Chaos: Why Full-Funnel Orchestration Is the Only Game Left
I've watched my own team accidentally compete with sales for the same account's attention. Marketing sends a consideration-stage email on Tuesday, sales fires off awareness-level cold outreach on Wednesday, and by Thursday the prospect thinks we're either disorganized or desperate. Here's why coordinated full-funnel orchestration isn't optional anymore, it's the operating system for B2B marketing in 2026.
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.
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.
What's Next for Your Brand Website?
Your website converts 2.35% of visitors. That means 97 out of every 100 people leave without doing anything useful. If that number doesn't make you uncomfortable, you're either in the top 10% or you've stopped looking at your analytics.
From Impressions to Influence: Attributing Pipeline to AI Citations
Your organic traffic looks flat, but pipeline dropped 30% this quarter. The answer is hiding in a layer your analytics cannot see, and until you build the infrastructure to measure AI citations, marketing will look ineffective while actually working harder than ever.
72% of B2B Buyers Are Using ChatGPT to Vet Vendors. Half of You Aren't Even in the Answers.
Here's a stat that should ruin your Monday: 72% of B2B buyers now use ChatGPT to evaluate vendors, while 51% of B2B tech brands have zero AI citations. The shortlist is getting built before you even know it exists, and if you're not in the answer, you're not in the running.
From Campaigns to Revenue: Rebuilding the B2B Digital Experience
Eighty percent of B2B deals are won before your SDR even picks up the phone. If that doesn't make you question your entire campaign calendar, I don't know what will. The game has changed, and most teams are still playing by rules that no longer exist.