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.
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.
Google's June Demand Gen Drop: Three Updates and What They Actually Change for B2B Pipeline
Google's June Demand Gen drop adds video resizing, Gemini creative insights, and app measurement—here's what B2B SaaS teams should actually change this week.
LLM Traffic Converts at 4.4x. Why Is Your Funnel Missing It?
Your highest-converting traffic source is invisible in your dashboards, and your landing pages are actively repelling the most qualified buyers you've ever seen. LLM-referred visitors convert at 4.4x the rate of any other channel, but your funnel was built for a buyer who no longer exists.
A Broken Form Ate Three Months of Pipeline. Here's the Diagnostic.
A broken form integration silently killed months of pipeline for Danny Gavin's agency. Here's the diagnostic to catch silent lead loss before it compounds.
Your Pipeline Forecast Just Lost Its Foundation
AI Overviews now suppress position-one CTR by 58%, and that number nearly doubled in eight months. If your pipeline forecast assumes stable organic conversion rates, you're building on a baseline that no longer exists, here's the math your CFO needs to see.
Pipeline Created Is the Only Marketing Metric Your Board Should See
MQL volume barely predicts revenue. Here's how B2B marketing teams shift to pipeline ownership with shared SLAs, buying-group tracking, and board-ready metrics.
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.
LinkedIn Ads CPLs Rose 73% in Two Years. Here's the Funnel Architecture That Still Pencils Out
LinkedIn CPLs rose 73% in B2B tech. A 3-stage funnel with Thought Leader Ads, proper exclusions, and weighted MOFU spend still drives qualified pipeline.
6sense Just Made B2B Advertising Accountable. Finally.
That awkward silence when Sales asks 'who do we actually call?' after your gorgeous ABM metrics presentation? 6sense just filled it. AI-Recommended Leads transforms account engagement into named, CRM-ready contacts, and that changes everything about how we defend advertising budgets.