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 B2B Website Is Probably Losing Deals Before Sales Even Knows They Exist
70% of B2B buyers are halfway through their buying journey before they ever talk to sales. Your website isn't just a digital brochure anymore—it's your first sales conversation and often your only shot at making the shortlist.
Account-Based GTM in 2026: The Playbook Nobody Asked For (But Everyone Needs)
I watched a company generate 10,000 MQLs and still miss their revenue target by a mile - their demand gen team celebrated while sales quietly updated LinkedIn profiles. That disconnect is exactly why account-based GTM has eaten traditional demand gen alive, and why the 2026 playbook requires saying no to accounts that don't fit your ICP.
Stop counting MQLs: qualify pipeline by win-rate
A practical 25% win-rate gate for “qualified pipeline,” with setup steps, metrics, and guardrails to reduce noise and improve forecasting.
Ask for more marketing budget with funnel math, not vibes
A CFO-ready waterfall model to justify more marketing budget by translating revenue goals into CAC ceilings, funnel targets, and guardrails.
11 AI questions that make pipeline reviews faster
A practical 11-question AI stack to query your CRM for pipeline health, forecast credibility, and rep execution—plus a run-it-this-week setup and metrics.
Performance Max for B2B: 5 moves that protect pipeline quality
Five practical moves to run Performance Max for B2B in 2026 without sacrificing lead quality, with setup, metrics, and guardrails for SQL-driven learning.
Buying groups don’t need champions—they need coverage
B2BMX 2026 reinforced a hard truth: committees buy, not champions. Here’s how to add buying-group coverage gates to pipeline stages.
Stop Using LinkedIn Conversation Ads (Here's What to Use Instead)
Discover the LinkedIn Ad Format That May Be Tanking Your Campaign Performance—and What to Use Instead If your LinkedIn targeting is already tight and CPA is creeping up, Conversation Ads can be the quiet leak: the format looks “higher intent,” but the delivery signal may be worse than the simpler al
LinkedIn expands Event Ads beyond its own platform
Unlock new lead generation potential with LinkedIn's expanded Event Ads, now integrating third-party registrations and CRM capabilities. If your LinkedIn event promotion is working but your qualified pipeline isn’t moving, the constraint usually isn’t “more spend.” It’s instrumentation: registration