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 Definitive White Paper Distribution Strategy for 2026
Your white paper isn't a PDF, it's a pipeline asset, a brand signal, and increasingly, a citation source for AI engines shaping how buyers discover solutions. If you're still playing the 2019 'gate it and run LinkedIn ads' game, here's what's actually working now.
Webex Events Cut Budget by 73% and Still Grew Pipeline by 60%. Here's What Actually Happened.
A 60% pipeline increase while spending 73% less? I was skeptical too. But this case study reveals what happens when budget cuts force a team to stop optimizing for vanity metrics and start optimizing for what actually drives revenue.
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.
Your Buyers Already Know Who They Want. The Question Is Whether It's You.
Four out of five B2B deals are decided before your sales team even knows the buyer exists. If you're still measuring marketing success by MQLs and form fills, you're measuring the 5% of deals that weren't already decided. The buyers are out there right now, asking ChatGPT about your category, the only question is whether your name comes up.
How Firstup Generated $6M in Revenue With 122X ROI: A Masterclass in Paid Social That Actually Works
A 122X return on investment. In a world where most B2B marketers celebrate a 5:1 ROI as a win, Firstup pulled off something that sounds like a typo on a slide deck. Here's how they stopped guessing and started treating paid social like a revenue science experiment.
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.
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.