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 AI Buyer Persona Knows Everything Except How to Buy
Your synthetic audience tool can simulate 10,000 IT decision-makers in an hour, but it has no idea whether any of them would actually sign a contract. The gap isn't technical, it's psychological, and it's costing you deals.
David Bell's AI Discovery Data Should Change Your 2026 Marketing Forecast
Your B2B brand probably ranks on page one for dozens of high-intent keywords, but that ranking now means less than it did six months ago. David Bell's research reveals a 47-point gap between 'showing up in organic' and 'being recommended by AI,' and it's time to adjust your forecast accordingly.
Your Lead Score Is Lying to You. Here's What Comes Next.
Your lead scoring model is basically a Magic 8-Ball with a spreadsheet, and only 27% of marketing-qualified leads are actually sales-ready. AI-powered scoring doesn't just assign arbitrary points, it predicts purchase probability based on what actually drives deals.
When AI Becomes the Buyer's First Date
Sixty-nine percent of B2B buyers chose a different vendor than planned based on AI chatbot recommendations. If you're not in the AI's shortlist, you're not getting the meeting—and that changes everything about PR strategy.