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.
Paid Pipeline Share Is Shrinking. Content Can Fill the Gap, but Only If You Measure It Right.
Paid pipeline share fell from 34% to 26%. Content converts 110% better than paid, but only teams measuring pipeline velocity, influenced revenue, and CAC by content type will prove it.
G2's New Intent Tools Fix the Activation Gap Most Ops Teams Ignore
G2's new MCP integrations, Intent Studio, and Activity Feed target the ops bottleneck between buyer intent signals and pipeline action. Here's how to wire them up.
90% of Marketing Teams Can't Tie Early-Funnel Work to Revenue. The Buyer Data Explains Why.
90% of B2B marketing teams can't connect early-funnel activity to revenue, and buyer data reveals why measurement and personalization strategies need a structural overhaul.
96% of AI Citations Point Somewhere Else. Here's What That Means for Your Pipeline.
AI Overviews appear in 50% of Google searches and 96% of AI citations point to third-party sites. Five data-backed lessons for B2B SEO teams adapting to agentic search.
Why You Still Can't Vibe Code Your Way to a Real CRM
AI can generate CRM code in a weekend, but five structural realities around scale, integration, data quality, governance, and maintenance keep vibe-coded platforms from replacing HubSpot or Salesforce.
The Braze-Databricks Integration: What It Actually Means for Your CAC Payback
Most marketing-data partnerships announce 'seamless integration' and deliver another middleware layer to maintain. The Braze-Databricks tie-up is different, it eliminates a layer instead of adding one, and that distinction matters for anyone trying to defend marketing spend in a board meeting.
B2B Marketing Automation: Fix Targeting Before Tools
Here's the uncomfortable truth most automation vendors won't tell you: 49% of marketers can't measure ROI from their automation. Not because the software is broken, but because they automated a targeting problem. Let me show you how to fix that before you waste another dollar.
ChatGPT Ads Just Got a Self-Serve Dashboard. Here's What the Math Looks Like.
OpenAI's new self-serve Ads Manager is rolling out globally, and the unit economics question is the only one that matters. Here's how to model the pilot, set your kill thresholds, and figure out if this channel belongs in your mix before CPCs climb to Google-level pain.
How to Build a DTC Attribution Stack That Scales Past $55M
Your Meta dashboard says 4x ROAS. Shopify says 1.8x. Your CFO says neither matches the bank account. Here's how to build a three-layer attribution stack that actually survives board meetings.