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.
Your SEO Tool's Authority Score Isn't Google's Score. Google Just Said So.
Google says third-party SEO tools lack access to its internal metrics. Here's how marketing ops should restructure SEO measurement around first-party data and pipeline.
Get Started with Data Enrichment: A CFO-Safe Playbook for Marketing Leaders
Your CRM is rotting at 22.5% per year, and if you're forecasting pipeline on data that decays faster than your sales cycle, you're forecasting fiction. Here's how to build a data enrichment program that Finance will actually approve, complete with a two-week pilot design and the math that gets budget.
Your Content Hasn't Caught Up to How People Actually Search Now
Google just dropped a year's worth of behavioral data, and it reads like a post-mortem for the keyword strategies most marketing teams finalized last summer. The search box just got a lot bigger, time to fill it with something worth citing.
Your Paid Media AI Runs on Conversion Signals You're Not Sending
Your Smart Bidding campaigns are optimizing in the dark because you're not sending the conversion signals they need. Here's the 90-day playbook to fix your measurement foundation before your competitors pull ahead.
Why Your Best Content Might Be Invisible to AI (and What to Publish Instead)
Only 16.7% of AI Overview citations come from top-10 organic results. AEO changes which content earns pipeline and what's worth publishing next.
Your Brand's AI Visibility Depends on Sources You Don't Control
90% of SaaS brands have zero AI search mentions. Third-party sources drive 6.5x more AI citations than your own site, making earned visibility a pipeline lever.
HubSpot bought Warmly. Your CRM data still isn't ready for what comes next.
HubSpot's Warmly acquisition signals the shift to agentic CRM, but 76% of orgs lack reliable CRM data — here's what demand gen teams need to fix first.
AI Mentions Now Correlate 3x More With Visibility Than Backlinks. Here's What to Measure.
Similarweb's new study shows AI brand mentions correlate 3x more with AI Overview visibility than backlinks, and drive measurable lifts in direct traffic and branded search.
Your AI Agents Are Running on Data That Expired Two Regulatory Cycles Ago
AI agents are making send, suppress, and target decisions on buy-side data nobody has verified in years. Here's a five-step audit to fix it this week.