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.
The Benefits of Server-Side Tracking, and What It Takes to Get Them
Your CRM, Google Ads, and Meta are all reporting different conversion numbers, and your CFO wants to know which one is real. Server-side tracking can recover the events you're losing to ad blockers and browser restrictions, but the organizational lift is where most teams get stuck.
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 Customer 360 You Can Actually Build This Quarter
Your CFO wants to know why the CDP costs $180K when Sales still can't see which accounts stopped logging in. Here's the uncomfortable truth: most B2B companies don't need a customer data platform, they need a warehouse, a clear identity model, and the discipline to maintain both.
Workweek's $50 CPM Bet: When Verified Audiences Become the Attribution Layer
A $50 CPM sounds expensive until you realize you're paying for proof, not reach. Workweek just launched a newsletter platform that connects verified professional engagement directly to your CRM, and the math on attribution might finally start making sense.
Pardot Alternatives: What B2B Marketers Are Actually Choosing in 2026
Salesforce renamed Pardot to 'Marketing Cloud Account Engagement' back in 2022, and that rebrand was the first sign something bigger was happening. If you're asking whether it's time to leave, here's what's actually changed in the market and why the alternatives look fundamentally different than they did even two years ago.
The Enrichment Stack Your CFO Will Actually Approve
Eleven stakeholders in the average B2B buying committee, and your CRM shows exactly one contact per account. I spent a quarter pressure-testing nine enrichment platforms against the metrics that actually survive a board review, here's what holds up when finance starts asking questions.
Best Marketo Alternatives in 2026: 5 Marketing Automation Platforms We Tested Against It
Watched a CMO spend 45 minutes explaining why Marketo costs six figures while leads still take an hour to route to sales. Here's what we learned testing five alternatives that have engineered away the friction.