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.
Your Signal-Led Outbound CoE Won't Build Itself: A 90-Day Plan That Actually Ships
One analyst. 81 sequences. 96 plays. $3.17 million in closed-won revenue. While most teams treat signal-led outbound like a side project, the companies building it as a standing function are eating everyone else's lunch.
B2B Ads That Actually Convert: What the Math Tells Us About Creative That Closes
Most B2B advertising budgets are lighting money on fire because ads speak in features when buyers need outcomes. Here’s what the data actually shows about campaigns that convert and why the math matters more than the creative brief.
How to Find the Best B2B Sales and Marketing Agency (Without Losing Your Mind—or Your Budget)
Most B2B companies are terrible at picking marketing agencies—they get dazzled by slick pitches and buzzwords, then wonder where their pipeline went. Here’s how to find an agency that actually moves the needle instead of just vanity metrics.
If You’re Still Forecasting Like It’s 2019, You’re Basically Using a Weather App from 1997
AI-Powered Pipeline Forecasting: Why Old Methods No Longer WorkThe Changing Landscape of Pipeline ForecastingLet’s get one thing straight: forecasting your pipeline in 2026 is about as straightforward as trying to predict San Francisco weather with a Magic 8 Ball. (Spoiler: “Outlook not so good.”)