DemandWorks
B2B Demand Generation & Pipeline Strategy
Marketing is only real when it turns into revenue.
Demand generation is where marketing either becomes revenue or becomes noise. DemandWorks covers full-funnel strategy, lead-to-revenue frameworks, and pipeline acceleration for teams accountable to a number.
The through-line: marketing is only real when it turns into pipeline you can defend in a board meeting.
Pipeline-First Advertising to the Whole Buying Group: Q&A with Stephanie McArthur
Forget the single decision-maker, that person hasn't existed in B2B for years. If your advertising strategy still pretends otherwise, you're essentially running a very expensive awareness campaign for people who can't actually sign the contract.
CPL Is a Vanity Metric Until You Tie It to Revenue
A $60 lead that converts at 12% is dramatically cheaper than a $150 lead converting at 1%, yet most dashboards crown the second one the winner. Here's the math error quietly draining B2B marketing budgets, and how to fix it before your next budget conversation.
When "Show, Don't Tell" Becomes Your Entire Demand Gen Strategy
Thirty thousand dollars a month. Fewer than ten leads. That was Instruqt's paid advertising reality before they blew the whole thing up, and what happened next is a masterclass in practicing what you preach.
Account-Based Marketing: The Strategy That Treats Your Best Prospects Like They Actually Matter
I spent a decade throwing marketing dollars at audiences like confetti, hoping some would stick. ABM flips that model entirely, instead of casting wide nets, you go spearfishing for the accounts that actually matter. Here's when it works, when it doesn't, and why most teams get it wrong.
Why qualified pipeline dies between MQL and SQL
The biggest B2B revenue leak often sits between MQL and SQL, where slow follow-up, weak routing, and missing context kill qualified pipeline.
Most ABM Teams Buy AI Tools and Stay Broke. Two Companies Show Why the Operating Model Matters More.
Quadient and Backbase reveal the five-stage AI maturity curve for ABM, showing why operating model changes — not tool purchases — shift unit economics.
11 LinkedIn ad moves that matter when pipeline is the goal
A practical 2026 guide to LinkedIn ads that ties targeting, creative, testing, and tracking to qualified pipeline instead of clicks.
The 2027 CMO Planning Challenge Is Bigger Than the Budget
I've been staring at our 2027 planning framework feeling like I'm navigating with a map from 2019. The roads have moved, some don't exist anymore, and yet 91% of marketers expect budget increases. More money flowing into a broken model just means you'll break it faster.
Conversion Funnel Analysis for PPC Campaigns: The Math Your Board Actually Needs
Your PPC team is celebrating click-through rates while the CFO asks why pipeline tanked. Funnel analysis isn't a reporting exercise, it's the difference between defending your budget and losing it. Here's how to build the math your board actually needs.