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.
Clicks Are Down 42%, LinkedIn Reach Down 47% But You're Raging at the Wrong Target
Everyone's yelling at the algorithm like it personally wronged them. But here's the uncomfortable truth: the platforms aren't broken, your strategy might be. The ground is shifting, and the marketers who keep raging at clouds will be the ones wondering why their competitors are thriving.
OpenAI's Business Agent Ads: The Post-Click Model Gets a Rewrite
OpenAI is testing ads that skip your landing page entirely and drop users into AI agent conversations instead. The attribution math breaks, the measurement layer doesn't exist yet, and nobody can prove it works, but the structural shift to post-click pipeline is worth understanding before you dismiss it.
Google Now Reports AI Search Impressions. Here's How To Read Them
Google finally shipped AI impression data in Search Console, but the report is missing clicks, queries, and everything else that matters for revenue attribution. Here's how to extract signal from the noise, and a two-week pilot plan to figure out if it's worth your time.
Martech at a Crossroads: Privacy-First Identity, Measurement & Orchestration
Your CAC payback period is quietly determining whether you're winning or losing, and the martech stack you build in the next 12 months will decide which side you land on. Here's the privacy-first blueprint that survives both signal loss and CFO scrutiny.
Your Best Practices May Already Be Outdated
That flawless playbook you spent years perfecting? It might be actively working against you. The ground shifted while you were busy executing, and the CMOs who are thriving aren't the ones with the best 2023 strategies, they're the ones who treat every practice as provisional.
Lars Maat: The Operator Voice B2B Marketing Needs Right Now
Lars Maat runs a 30-person agency, co-founded a paid social training community, and still logs into ad accounts weekly. For CMOs navigating AI search and channel convergence, he's that rare thing: an operator who publishes with enough specificity to actually be useful.
SaaS Can't Win on Software Anymore. Here's What Actually Matters Now.
Over $1 trillion in market cap vanished in seven days, and it wasn't a recession, it was investors realizing AI agents might make your SaaS tool redundant. If your marketing strategy still centers on 'our software does X,' you're already behind.
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.
When Your Product Is the Marketing Funnel: What Barrière's Vitamin Patches Teach Us About Attribution in 2026
Someone asks about your tattoo. You explain it's actually a vitamin patch. Congratulations: you've just become an unpaid brand ambassador, and Barrière's marketing team has no idea how to credit you for the sale that might follow.