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.
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.
The 2027 CMO Planning Challenge Is Bigger Than the Budget
I've been staring at our 2027 planning framework feeling like I'm navigating with a map from 2019. The roads have moved, some don't exist anymore, and yet 91% of marketers expect budget increases. More money flowing into a broken model just means you'll break it faster.
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.
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.
The Format That Refuses to Die (And Why You Should Stop Being Surprised)
Every year, some pundit declares webinars dead. And every year, the data politely disagrees. Here's why this 'outdated' format keeps quietly compounding while everyone else chases bright shiny new things.
ABM in 2026: The Art of Treating Every Account Like It's the Only One That Matters
I spent a decade chasing volume, more leads, more impressions, more everything. It felt productive. It wasn't. The deals that actually closed came from accounts we pursued with surgical precision. Here's what ABM looks like when you finally stop chasing noise.
LLM Traffic Converts at 4.4x. Why Is Your Funnel Missing It?
Your highest-converting traffic source is invisible in your dashboards, and your landing pages are actively repelling the most qualified buyers you've ever seen. LLM-referred visitors convert at 4.4x the rate of any other channel, but your funnel was built for a buyer who no longer exists.
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.