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.
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.
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.
Your Signals Are Fine. Your Orchestration Is the Problem.
Most B2B teams collect intent signals but fail to coordinate responses across channels. Here's how to build orchestration that turns stacked signals into pipeline.
PMax Just Got a New Demographic Lever — and Most Teams Aren't Ready to Use It Right
A household income exclusion setting has appeared in a European PMax account. Here's how to test it without wrecking your pipeline or misreading the data.
PMax at $25 CPL Looks Great Until You Check the Pipeline
PMax shows $25 CPL in benchmarks, but a 104-account audit reveals cost per SQL hits $2,140 without offline conversion tracking — here's how to fix the gap.
Your Buyers Spend 5% of Their Time With You. Make the Other 95% Count.
B2B buyers spend just 5–6% of their journey with any single rep. Here's how to redesign inbound experiences around intent signals, self-serve evaluation, and faster routing.