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.
LinkedIn Advertising for B2B: The Practical Guide to Pipeline That Pays
A $202 cost per lead sounds expensive until you trace it to $10.20 of sourced pipeline per dollar spent. Here's the economic filter, targeting strategy, and measurement framework that separates LinkedIn campaigns that build pipeline from those that burn budget.
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.
LinkedIn Social Selling: The B2B Revenue Channel You're Probably Doing Wrong
That 45% opportunity gap between high and low Social Selling Index scores? It's not marginal, it's the difference between a pipeline that hums and one that wheezes. Here's why most B2B teams are still treating LinkedIn like a digital Rolodex, and what the companies actually winning in 2026 are doing differently.
Exit Five and the Art of Growing Without Losing Your Mind
Dave Gerhardt built one of B2B's most influential marketing communities by treating every channel like a hypothesis rather than a religion. Here's what his messy, iterative journey teaches us about growth marketing that actually compounds.
Your LinkedIn Objective Is Secretly Choosing Your Audience
That tidy dropdown menu isn't just telling LinkedIn what you want, it's deciding which slice of your audience actually sees your ads. And if you're not hitting 50 conversions per week, you're paying the algorithm's tuition in expensive, low-quality leads.
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.