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 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 Here's why this 'outdated' format keeps quietly compounding while everyone else chases bright shiny new things.
AI Changed Lead Qualification. Has Your MQL Model Caught Up?
Your MQL model was built for a world where buyers filled out forms and waited for callbacks. That world is gone. While you're optimizing for a 1-1.5% form fill rate, 5-6% of visitors are actively in buying mode, and AI agents are capturing that intent at midnight on a Saturday while your SDR team sleeps.
Adam Woozeer's 2027 Demand Gen Guide: The Playbook That Calls Out Your Broken Scoreboard
Sixty-seven percent of B2B marketing teams still run last-touch attribution, that's like judging a basketball game by who took the final shot. Adam Woozeer's new guide is a systems document disguised as a playbook, and it arrives exactly when the old playbook is falling apart.
Google Says Nothing's Wrong. Your Pipeline Might Disagree.
Site owners are panicking about deindexing reports while Google shrugs. But here's the thing: most of those pages weren't driving pipeline anyway. Before you spiral over Search Console status codes, run the math on what actually converts.
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.
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.
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.
Multi-Product Outbound Strategy: How to Run 2+ Product Lines on One Signal Layer
Justworks runs HR, payroll, and benefits outbound from a single signal layer and reported 6.8X ROI in five months. The instinct when launching a second product line is to clone everything—that instinct is expensive and slow.
The ABM Platform Ranking Nobody Asked For (But Everyone Needs)
Let me save you 47 vendor demos and a migraine: the ABM platform you pick matters far less than whether you can actually execute with it. Here's the brutally honest ranking by what actually moves pipeline, not feature lists.