DemandWorks
Marketing is only real when it turns into revenue.
Performance Max vs Search: the metric that decides
PMax can inflate B2B SaaS leads while hurting SQLs unless you use offline CRM conversions; run a 70/30 Search-to-PMax hybrid test with guardrails.
The Death of the MQL Dashboard (And Why Your CFO Is Secretly Relieved)
Here's a confession that might get me kicked out of the CMO club: I spent years celebrating lead counts that meant absolutely nothing. The industry's dirty secret is finally out, and the shift from MQL vanity metrics to actual pipeline quality isn't just a trend—it's survival.
Japan Wasn't Behind. The Rest of Us Just Caught Up.
For twenty years, we treated Japan's B2B buying behavior as an outlier that needed to "catch up." Turns out, they were twenty years ahead—and the 2025 buyer research proves the global B2B buyer has finally become the Japanese buyer.
Move display into Demand Gen without breaking measurement
A practical holdout-based plan to move GDN into Google Demand Gen in 2026 without wrecking attribution, placement control, or pipeline signals.
ABM Just Graduated: What the 2026 Benchmark Survey Actually Tells Us
ABM has officially graduated from pilot programs to proven strategy, with 80% of organizations now actively executing programs and 85% seeing real value. The question isn't whether to do ABM anymore—it's whether you're doing it well enough to compete.
Your B2B Website Is Probably Losing Deals Before Sales Even Knows They Exist
70% of B2B buyers are halfway through their buying journey before they ever talk to sales. Your website isn't just a digital brochure anymore—it's your first sales conversation and often your only shot at making the shortlist.
Demand Gen is eating Display: what to change first
Google is shifting Display into Demand Gen; here’s a practical migration test to protect placement control and optimize bidding toward qualified pipeline.
MQL vs SQL: The Difference That Actually Matters (And How to Stop Arguing About It)
Stop wasting time arguing about lead definitions while prospects sign with competitors. The real MQL vs SQL problem isn't semantic—it's the revenue-killing misalignment between sales and marketing teams who can't agree on what "qualified" actually means.
B2B Sales Funnel Conversion Rates: Benchmarks & Fixes
Your MQL-to-SQL conversion rate is 15%. Is that a crisis or a Tuesday? Most B2B marketing teams are benchmarking against numbers that don't apply to their business, comparing enterprise SaaS motions to SMB playbooks and wondering why the math doesn't work.