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 Ads CPLs Rose 73% in Two Years. Here's the Funnel Architecture That Still Pencils Out
LinkedIn CPLs rose 73% in B2B tech. A 3-stage funnel with Thought Leader Ads, proper exclusions, and weighted MOFU spend still drives qualified pipeline.
LinkedIn Ads Won't Fix Your Pipeline Until You Stop Optimizing for Leads
Stop optimizing LinkedIn Ads for CPL. Here's how to architect campaigns by buying role, sequence formats by funnel stage, and measure what actually drives pipeline.
The Math Behind B2B Conversion Weighting: What Mike Matta's Framework Gets Right
Most B2B paid media accounts optimize for the wrong outcome, chasing form fills while pipeline quality tanks. Mike Matta's conversion weighting framework offers a fix that's deceptively simple: stop treating all conversions equally and start feeding your ad platforms the revenue signals they actually need.
60% of B2B teams can't interpret their own signals. Orchestration fixes the routing, not the volume.
Most B2B teams collect signals but can't interpret them. Composite, time-dense signal orchestration identifies which accounts are actually ready to buy.
The Science of B2B: What 6sense's Research Actually Tells Us About Modern Buying
95% of winning vendors were already on the buyer's shortlist before anyone picked up the phone. 6sense's longitudinal study of 4,000 B2B buyers is dismantling marketing's most cherished assumptions about how deals actually get won.
68% of Google searches now end without a click. Here's what that means for your pipeline.
68% of Google searches in 2026 end without a click. Here's what B2B demand gen teams should measure, build, and stop relying on to protect pipeline.
Signal Orchestration: The Difference Between Chasing Leads and Catching Buyers
Your sales team keeps calling marketing's leads garbage, but the real problem isn't lead quality, it's signal orchestration. While you're routing random pricing page visitors to sales, buying committees that spent months researching your category get zero attention.
Your SEO fix won't deliver the traffic you think. Here's how to forecast what it actually will.
A practical framework for estimating the traffic impact of SEO fixes in a zero-click, AI Overview world, with scenario modeling tied to pipeline outcomes.
Rise of the CRO: Architecting Revenue Growth in 2026
The most important marketing hire your company made this year probably wasn't in marketing at all, it was your Chief Revenue Officer. Here's why the CRO has become the secret weapon for companies that actually want to grow revenue, not just departmental metrics.