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.
Connecting Yandex.Direct to ChatGPT: What the Russian Search Spend Pipeline Actually Looks Like
Most B2B marketers are still manually exporting Yandex.Direct data into spreadsheets while the infrastructure to query it conversationally has quietly matured. The question is whether the time-to-insight improvement justifies the setup cost, and whether the data quality holds up under CFO scrutiny.
TOFU didn’t get worse. Your signal did.
Signal decay makes TOFU look weaker than it is; this article shows how to run a holdout test to measure incremental lift and protect budget.
Google's Agentic Shopping Bet: What the GML 2026 Announcements Mean for Your Pipeline
While OpenAI retreats from native checkout after disappointing merchant results, Google doubles down with expanded Universal Commerce Protocol integration across Search, YouTube, and Maps. The question isn't whether agentic commerce will matter—it's whether your pipeline models are ready for a $190-385 billion shift in how customers discover and buy.
The Marketing Tech Stack 2026: Essential Tools for Data-Driven Growth Teams
Sixty-two percent of B2B teams plan to reduce their tool count in the next twelve months, and the math is uncomfortable. With martech utilization dropping to 49% and CFOs demanding ROI over novelty, the question has changed from "what can we buy?" to "what's actually working?"
The AI Lead Gen Playbook: What Actually Works (And What's Just Noise)
Neil Patel's team had to pause their AI outreach system because it was booking too many sales calls. While 81% of sales teams use AI, the gap between winners and losers has never been wider - with signal-personalized outreach achieving 5x higher reply rates than industry average.
Eight Workflows That Turn a Product Brief Into a Launch Package
Ahrefs just published a playbook that should make every PMM leader pause and recalculate headcount assumptions. Their product marketing team built a workspace in Agent A that automates the repeatable work most teams still do by hand, and the math behind their eight workflows deserves scrutiny.
Don’t trust the dashboard: a 5-question QA for AI analytics
A practical 5-question audit marketing leaders can run in 10 minutes to validate AI-generated analytics, assumptions, and metric provenance before decisions.
AI Mode ads change search. Measure the lift, not the clicks.
Google’s AI Mode adds Gemini-powered ad formats; this ops-ready playbook shows how to test incrementality with a holdout before scaling spend.
Your SEO didn’t fail. Your visibility did.
A practical way to measure and regain AI-era demand gen: run a visibility holdout that ties AI answers and citations to qualified pipeline lift.