DemandWorks
Marketing is only real when it turns into revenue.
Tree Hut is increasingly turning to AI to understand its customers
Tree Hut Didn’t “Use AI for Community.” They Built a Zero-Cost Demand Forecasting System. Tree Hut reported a 430% year-over-year increase in social engagements after deploying an AI community management tool. Most marketers will clap for the engagement chart and move on. A CFO won’t. Because engage
Brand Isn’t Slow—You’re Just Measuring It Wrong
Why Brand Measurement Feels Slow in the Age of Instant ResultsLet’s play a quick game of Spot the Difference. On one side, you’ve got a startup founder, eyes wide, caffeine coursing through their veins, refreshing their dashboard every 15 minutes to see if their latest TikTok ad has gone viral. On
Community Is the Only Scalable Brand Moat Left
Board Memo: Why Community Is the Only Scalable Brand Moat LeftStakes & OutcomeDistribution costs are up 60% in five years (source: social.plus).AI and commoditization have collapsed product differentiation. Anyone can launch a “good enough” product in a weekend (Keeling, LinkedIn).Paid channels
Share of Voice vs. Share of Search: Why the Dinosaurs Are Extinct
Share of Voice vs. Share of Search: The New Marketing ScoreboardSpotting the Dinosaur: The Decline of Share of VoiceLet’s play a quick game of “Spot the Dinosaur.” No, I’m not talking about the agency creative who still thinks QR codes are the future. I’m talking about Share of Voice — that trusty
If B2B Marketing Were a High School, “Awareness” Would Be the Kid Who Throws the Best Parties—But “A
B2B Brand Awareness Versus Authority: Why Respect Beats RecognitionThe Popularity Contest in B2B MarketingLet’s be honest: in the B2B world, we’ve all been guilty of chasing the popularity contest. We obsess over impressions, high-five each other when our logo shows up in a Gartner report, and
Brand as a CAC Reduction Lever: How Mental Availability Shows Up in the Forecast
Published: 2026-01-26How Mental Availability Shows Up in the ForecastIf you’re a B2B marketing executive, you’ve likely sat through more than one board meeting where the conversation turns to CAC—customer acquisition cost. The CFO wants a line of sight to payback. The CRO wants more pipeline,
Why the “Funnel Mindset” is Costing B2Bs Revenue
# The Funnel Is a Finance Bug: How a Post-Sale Revenue Model Beats “More Leads” by 2–5x Most B2B SaaS companies run marketing like the sale is the finish line. That isn’t a “strategy.” It’s an accounting error. Here’s the math: if you sell a $24K ACV product at 80% gross margin and your blended […]
Net Revenue Retention: The Only Growth Metric That Compounds
Net Revenue Retention: The Only Growth Metric That CompoundsIf you’re a B2B marketing executive still measuring growth by top-line ARR, it’s time to recalibrate. The market has spoken, and the verdict is clear: Net Revenue Retention (NRR) is the only growth metric that truly compounds. In 2026, the
Brand Isn’t Slow—You’re Measuring It Wrong
Brand Isn’t Slow—You’re Measuring It WrongIf you’re a B2B marketing executive, you’ve heard the refrain: “Brand is a long game.” It’s usually delivered with a sigh, a shrug, or as a preamble to a budget cut. The implication is clear—brand is slow, brand is soft, brand is the luxury you fund after