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.
Competitive Analysis That Actually Moves Pipeline
Most competitive analysis decks die in shared drive folders no one opens after quarterly review. The gap between competitive intelligence and competitive action is where pipeline goes to leak, and fixing it requires three outputs, not one.
LinkedIn Conversation Ads cost twice as much per conversion. Here's the kill switch.
LinkedIn Conversation Ads cost up to twice as much per conversion as Message Ads. Here's the data, the reasons, and a framework for when to kill them.
LinkedIn Lead Gen Forms Capture Leads Fast — Pipeline Is a Different Problem
LinkedIn Lead Gen Forms convert 2-3x better than landing pages, but volume without qualification erodes pipeline quality. Here's how to build the system that turns submissions into revenue.
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 Here's why this 'outdated' format keeps quietly compounding while everyone else chases bright shiny new things.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.