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 Pitch Math Your CFO Will Actually Believe
Seventy-seven percent of B2B buyers have already picked their winner before you even walk in the room. The pitch isn't where you win, it's where you confirm a decision that was made months ago. Here's the math that actually moves the needle.
Your Signals Are Fine. Your Orchestration Is the Problem.
Most B2B teams collect intent signals but fail to coordinate responses across channels. Here's how to build orchestration that turns stacked signals into pipeline.
PMax Just Got a New Demographic Lever — and Most Teams Aren't Ready to Use It Right
A household income exclusion setting has appeared in a European PMax account. Here's how to test it without wrecking your pipeline or misreading the data.
PMax at $25 CPL Looks Great Until You Check the Pipeline
PMax shows $25 CPL in benchmarks, but a 104-account audit reveals cost per SQL hits $2,140 without offline conversion tracking — here's how to fix the gap.
Your Buyers Spend 5% of Their Time With You. Make the Other 95% Count.
B2B buyers spend just 5–6% of their journey with any single rep. Here's how to redesign inbound experiences around intent signals, self-serve evaluation, and faster routing.
The Format That Refuses to Die (And Why You Should Stop Being Surprised)
Every year, some pundit declares webinars dead. And every year, the data politely disagrees. Here's why this 'outdated' format keeps quietly compounding while everyone else chases bright shiny new things.
The $600 Litter Box Problem: What Whisker's Marketing Playbook Teaches Us About Selling the Unsexy
Most CMOs lose sleep over competitors. Whisker's CMO loses sleep over something far more insidious: the millions of cat owners who've decided scooping poop is just one of life's little chores. Here's what a $600 litter box teaches us about competing with complacency itself.
ABM in 2026: The Art of Treating Every Account Like It's the Only One That Matters
I spent a decade chasing volume, more leads, more impressions, more everything. It felt productive. It wasn't. The deals that actually closed came from accounts we pursued with surgical precision. Here's what ABM looks like when you finally stop chasing noise.
Reddit Ads Cost Less Than LinkedIn. Proving They Drive Pipeline Takes More Than a 28-Day Window.
Reddit Ads CPCs are a fraction of LinkedIn's, but B2B teams need CRM-based cohort attribution at 180+ days to prove Reddit drives real pipeline and revenue.