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.
The Definitive White Paper Distribution Strategy for 2026
Your white paper isn't a PDF, it's a pipeline asset, a brand signal, and increasingly, a citation source for AI engines shaping how buyers discover solutions. If you're still playing the 2019 'gate it and run LinkedIn ads' game, here's what's actually working now.
Growth Marketing in 2026: The Acquisition Hamster Wheel Is Broken
You're paying two dollars to acquire every one dollar of new ARR. If that math worked anywhere else, we'd call it a Ponzi scheme. Here's why the acquisition hamster wheel is broken, and what actually works instead.
Exit Five and the Art of Growing Without Losing Your Mind
Dave Gerhardt built one of B2B's most influential marketing communities by treating every channel like a hypothesis rather than a religion. Here's what his messy, iterative journey teaches us about growth marketing that actually compounds.
Three SEO Priorities That Protect Pipeline in 2027 (When Rank #1 Isn't Enough)
Three SEO priorities for 2027: funnel-driven content allocation, extraction-ready structure, and entity authority. Built for B2B SaaS teams measuring pipeline, not just traffic.
Go-to-Market Strategy: The B2B Playbook for Not Wasting Everyone's Time
I've watched companies burn through seven figures on product launches that went nowhere, not because the product was bad, but because nobody asked who they were selling to. Let's fix that before your next launch clears the room instead of filling it.
Down-Funnel Event Sync: How to Feed Ad Platforms Your Real Conversions
Your cost-per-lead looks great, but your sales team is furious because half those leads never answer the phone. The fix isn't another audience hack, it's teaching your ad platforms what a real customer looks like by syncing the conversions that actually matter.
RevOps vs. Sales Ops: The Difference That's Costing You More Than You Think
Ask five people in your organization to define RevOps and you'll get six answers, at least two of which will be 'isn't that just Sales Ops with a fancier title?' This confusion isn't just semantically annoying. It's expensive, and it's probably costing you more than you realize.
Your LinkedIn Objective Is Secretly Choosing Your Audience
That tidy dropdown menu isn't just telling LinkedIn what you want, it's deciding which slice of your audience actually sees your ads. And if you're not hitting 50 conversions per week, you're paying the algorithm's tuition in expensive, low-quality leads.
Your Lead Quality and Volume Problem Is Actually a Signal Problem
Lead quality and volume aren't opposites — they're different objectives needing different signals. Here's how to diagnose which one your B2B funnel actually needs.