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 CFO Doesn't Care About Your MQLs: What the 2026 Demand Gen Benchmarks Actually Tell Us
Only 16.5% of B2B marketers measure ROI by actual revenue contribution. We've built dashboards that would make NASA jealous, yet most of us still can't answer the one question our CFO actually cares about: 'How much money did marketing make us?'
Where A/B Testing Actually Moves the Needle: A B2B Funnel Reality Check
Most B2B marketers treat A/B testing like a universal solvent, test everything everywhere and hope something sticks. The uncomfortable truth? 88% of test ideas produce nothing, and the places you're probably testing aren't where the leverage actually lives.
68% of B2B Buyers Already Have a Favorite Before They Google You
Forrester data shows 68% of B2B buyers enter purchase processes with a preferred vendor already chosen, making preference creation more valuable than intent capture alone.
Competitive Analysis That Actually Moves Pipeline
Most competitive analysis decks die in shared drive folders no one opens after quarterly review. The gap between competitive intelligence and competitive action is where pipeline goes to leak, and fixing it requires three outputs, not one.
When Your Product Is the Demo: What HashiCorp's Hands-On Lab Strategy Teaches Us About Selling Complex Tech
I've sat through 4,000 product demos in my career. Most were forgettable. The dozen that actually worked? The product wasn't being explained to me, I was using it. Here's why that distinction is reshaping how we sell complex B2B software.
The Pitch Math Your CFO Will Actually Believe
Seventy-seven percent of B2B buyers have already picked their winner before you even walk in the room. The pitch isn't where you win, it's where you confirm a decision that was made months ago. Here's the math that actually moves the needle.
The Living Room Is Now a Pipeline Channel
Your SDR calls a VP of Engineering and instead of the usual cold shoulder, she says she saw your ad on Hulu last night. That shift from cold to warm before a single word of pitch? Agencies are now selling it as a service line.
LinkedIn Conversation Ads cost twice as much per conversion. Here's the kill switch.
LinkedIn Conversation Ads cost up to twice as much per conversion as Message Ads. Here's the data, the reasons, and a framework for when to kill them.
LinkedIn Lead Gen Forms Capture Leads Fast — Pipeline Is a Different Problem
LinkedIn Lead Gen Forms convert 2-3x better than landing pages, but volume without qualification erodes pipeline quality. Here's how to build the system that turns submissions into revenue.