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 Window Is Closing: What Shrinking B2B Buyer Timelines Mean for Your Marketing Strategy
Eighty percent of B2B deals are won before the buyer ever picks up the phone. If that doesn't make you rethink your entire funnel, I'm not sure what will, because by the time a buyer raises their hand, the race is already over.
The 21% Conversion Gap That Decides Whether You Need More Leads or Better Ones
A 4.37x MQL-to-SQL conversion gap separates demand-gen from lead-gen programs. Here's how to diagnose whether your pipeline needs more volume or better signals.
More Leads or Better Leads? Optimize for What Your Business Actually Needs
We're paying more for leads that convert less, MQL-to-SQL conversion dropped 24% while cost per lead climbed to $213. If that's not a wake-up call to rethink the 'more is more' playbook, I don't know what is.
Google Display Campaigns End in January 2027. Here's What B2B Teams Lose in the Migration
Google Display campaigns end January 2027. Here's what B2B SaaS teams lose in bidding controls, what Demand Gen adds, and a phased migration plan to protect pipeline.
B2B Meta Ads Lead Generation in 2026: How to Build Campaigns Around Buyer Intent, Qualification, and Sales Handoffs
Most B2B Meta campaigns are still built like it's 2019—and that's why sales keeps complaining about leads who can't remember filling out anything. The gap between campaigns that generate pipeline and ones that generate noise comes down to three decisions you make before you ever touch Ads Manager.
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.
B2B Marketing Beyond LinkedIn: The Channels That Actually Move Pipeline
I've been telling B2B marketers to diversify away from LinkedIn for 18 months, not because it doesn't work, but because 'just be on LinkedIn' has become the marketing equivalent of 'just eat less and exercise more.' Here's what the teams actually moving pipeline are doing differently.
LinkedIn ABM Costs $5–$12 Per Click in 2026. Here's the 90-Day Playbook That Connects Spend to Revenue
A 90-day LinkedIn ABM playbook for B2B SaaS in 2026 covering account-list targeting, buying-group coverage, funnel sequencing, and revenue-grade measurement.
72% of B2B Teams Launch Without a Documented GTM Strategy. Experimentation Fixes That.
CXL's experimentation-led GTM course teaches the MVS framework for validating go-to-market strategy before scaling. Here's what it covers and where it falls short.