DemandWorks
Marketing is only real when it turns into revenue.
If “Being Known” Is the Party, “Being Remembered” Is the Afterparty (And Most Brands Never Make It P
Brand Awareness Versus Brand Memory: Why Being Remembered MattersLet’s start with a confession: I once spent $50,000 on a campaign that made our brand “known” to 1.2 million people. The result? A spike in website traffic, a few congratulatory texts from agency friends, and a lingering sense of
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
Want Leads? Sponsor the Next SaaStr AI Day. And Then SaaStr AI Annual 2026 in May! | SaaStr
SaaStr Says “370–634 Leads per Sponsor.” Here’s the CFO-Safe Question: What’s the Cost per Meeting, Not the Cost per Lead? SaaStr is advertising 370–634 leads per sponsor for its quarterly AI Days. Most marketing teams will stop there, divide sponsorship cost by leads, and declare victory. That’s ho
The Latest News and Trends: What Actually Moves the Needle in B2B Marketing in 2026
The Latest News and Trends: What Actually Moves the Needle in B2B Marketing in 2026If you’re reading this, you’re not here for the fluff. You’re an operator who’s measured by pipeline, not pageviews. You want to know what’s actually changing in B2B marketing this year—and what’s just noise. So
How publishers like Dow Jones and Business Insider approach AI
Publishers Are “Using AI” to Save Minutes. The Real Money Is in Saving Sales Cycles and CPMs. A publisher can spend $250K/year on AI tooling and still lose money if the only measurable outcome is “faster tagging.” That’s not a hot take. It’s basic unit economics. Digiday’s research summary (with mos
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