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 21% Conversion Gap That Decides Whether You Need More Leads or Better Ones
A 4.37x MQL-to-SQL conversion gap separates demand-gen from lead-gen programs. Here's how to diagnose whether your pipeline needs more volume or better signals.
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.
LinkedIn ABM Costs $5–$12 Per Click in 2026. Here's the 90-Day Playbook That Connects Spend to Revenue
A 90-day LinkedIn ABM playbook for B2B SaaS in 2026 covering account-list targeting, buying-group coverage, funnel sequencing, and revenue-grade measurement.
72% of B2B Teams Launch Without a Documented GTM Strategy. Experimentation Fixes That.
CXL's experimentation-led GTM course teaches the MVS framework for validating go-to-market strategy before scaling. Here's what it covers and where it falls short.
CPL Is a Vanity Metric Until You Tie It to Revenue
A $60 lead that converts at 12% is dramatically cheaper than a $150 lead converting at 1%, yet most dashboards crown the second one the winner. Here's the math error quietly draining B2B marketing budgets, and how to fix it before your next budget conversation.
When "Show, Don't Tell" Becomes Your Entire Demand Gen Strategy
Thirty thousand dollars a month. Fewer than ten leads. That was Instruqt's paid advertising reality before they blew the whole thing up, and what happened next is a masterclass in practicing what you preach.
Account-Based Marketing: The Strategy That Treats Your Best Prospects Like They Actually Matter
I spent a decade throwing marketing dollars at audiences like confetti, hoping some would stick. ABM flips that model entirely, instead of casting wide nets, you go spearfishing for the accounts that actually matter. Here's when it works, when it doesn't, and why most teams get it wrong.
Why qualified pipeline dies between MQL and SQL
The biggest B2B revenue leak often sits between MQL and SQL, where slow follow-up, weak routing, and missing context kill qualified pipeline.