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.
Your Pipeline Forecast Just Lost Its Foundation
AI Overviews now suppress position-one CTR by 58%, and that number nearly doubled in eight months. If your pipeline forecast assumes stable organic conversion rates, you're building on a baseline that no longer exists, here's the math your CFO needs to see.
6sense Just Made B2B Advertising Accountable. Finally.
That awkward silence when Sales asks 'who do we actually call?' after your gorgeous ABM metrics presentation? 6sense just filled it. AI-Recommended Leads transforms account engagement into named, CRM-ready contacts, and that changes everything about how we defend advertising budgets.
Adam Woozeer's 2027 Demand Gen Guide: The Playbook That Calls Out Your Broken Scoreboard
Sixty-seven percent of B2B marketing teams still run last-touch attribution, that's like judging a basketball game by who took the final shot. Adam Woozeer's new guide is a systems document disguised as a playbook, and it arrives exactly when the old playbook is falling apart.
Google Says Nothing's Wrong. Your Pipeline Might Disagree.
Site owners are panicking about deindexing reports while Google shrugs. But here's the thing: most of those pages weren't driving pipeline anyway. Before you spiral over Search Console status codes, run the math on what actually converts.
LinkedIn Ads Won't Fix Your Pipeline Until You Stop Optimizing for Leads
Stop optimizing LinkedIn Ads for CPL. Here's how to architect campaigns by buying role, sequence formats by funnel stage, and measure what actually drives pipeline.
The Math Behind B2B Conversion Weighting: What Mike Matta's Framework Gets Right
Most B2B paid media accounts optimize for the wrong outcome, chasing form fills while pipeline quality tanks. Mike Matta's conversion weighting framework offers a fix that's deceptively simple: stop treating all conversions equally and start feeding your ad platforms the revenue signals they actually need.
60% of B2B teams can't interpret their own signals. Orchestration fixes the routing, not the volume.
Most B2B teams collect signals but can't interpret them. Composite, time-dense signal orchestration identifies which accounts are actually ready to buy.
The Science of B2B: What 6sense's Research Actually Tells Us About Modern Buying
95% of winning vendors were already on the buyer's shortlist before anyone picked up the phone. 6sense's longitudinal study of 4,000 B2B buyers is dismantling marketing's most cherished assumptions about how deals actually get won.
68% of Google searches now end without a click. Here's what that means for your pipeline.
68% of Google searches in 2026 end without a click. Here's what B2B demand gen teams should measure, build, and stop relying on to protect pipeline.