01 Demand & Growth use cases

Ten ways B2B
teams build
pipeline.

The 2018 playbook — gated ebook, retarget, book the demo — died two years ago. These are the ten programs that are actually working for B2B teams in 2026, each tied to revenue and measured against it.

02 The playbook

Ten demand programs.
Revenue-tied, not reach-tied.

Every program ships with warehouse-native attribution, weekly optimization cadence, and a leadership-ready report. If it doesn't move pipeline, we kill it.

01
ABM

Account-Based Marketing Program

Tiered ABM for 1:1, 1:few, and 1:many — AI scoring picks targets, we orchestrate creative, paid, and field plays against each pod. Your AEs get warm accounts, not cold lists.

Replaces
Generic lead generation with no account focus
Typical gain
2–3× win rate on target accounts · F500 logo additions
Do it for us
02
Paid

Paid Search & Social Management

LinkedIn, Google, Reddit, programmatic — wherever your ICP actually is. Creative tested weekly, bids tuned daily, ICP suppression running continuously. No "set and forget."

Replaces
Underperforming agency running last quarter's creative
Typical gain
2–4× ROAS · -30–40% CPL
Do it for us
03
Lifecycle

Lifecycle Email Programs

Welcome flows, activation nurtures, expansion plays, win-back. Driven by product signals and CRM state — not "hasn't opened in 30 days." Measured on activation, expansion, and renewal, not opens.

Replaces
Single welcome email and annual renewal reminder
Typical gain
+30–50% activation · +18% NRR
Do it for us
04
SDR Ops

Sales Development Operating System

Playbooks, sequence libraries, enrichment pipelines, routing rules — the full SDR operating system. Each SDR spends 70% of time on live conversations instead of list hygiene.

Replaces
Every rep improvising with their own tools and scripts
Typical gain
+60% SDR productivity · faster ramp · lower churn
Do it for us
05
CRO

Conversion Rate Optimization

Weekly test cadence on the pages that move pipeline — hero, pricing, demo flow, checkout. Priority queue, learnings doc, and shared visibility into every test we ran (and why it failed).

Replaces
Launch-and-hope decisions made by committee
Typical gain
20–40% CVR lift across primary pages in year one
Do it for us
06
Events

Event & Field Marketing

Trade shows, dinners, roadshows, partner events — planned and executed with pipeline instrumentation so you can tell a $40k dinner from a $400k one. Pre-event targeting, on-site capture, post-event nurture.

Replaces
Events without clear pipeline attribution or follow-up
Typical gain
Attributed pipeline per event · ROI you can defend at QBR
Do it for us
07
Attribution

Attribution & Revenue Reporting

Warehouse-native multi-touch attribution wired to your pipeline. CFO-defensible models, self-reported "how did you hear about us?" layered in. The reporting stack your CMO can actually defend at board meetings.

Replaces
Last-touch attribution that credits the wrong channel
Typical gain
Board-defensible ROI · smarter budget decisions
Do it for us
08
Partner

Partner & Co-Marketing Programs

Partner program design, co-marketing playbooks, shared-pipeline tracking. The programs that stop being logo-swaps and start being real co-sourced pipeline.

Replaces
Logo-exchange deals that never produce pipeline
Typical gain
Co-sourced pipeline tracked and attributable
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09
Advocacy

Customer Reference Program

A systematic advocacy program — reference lists, case studies, review site strategy, peer-nominated nominations. Stop begging for references one at a time.

Replaces
Scrambling for a reference every time sales asks
Typical gain
3–5 new references / month · higher review-site rank
Do it for us
10
Planning

Quarterly Planning & Forecasting

QBR-ready reporting, forecasting by segment, and a monthly cadence your leadership team actually uses to make decisions. Trustworthy numbers, shared in advance, not argued about in the meeting.

Replaces
Monthly panic-based planning and flat-conversion forecasts
Typical gain
Forecasts you can defend · faster decision cycles
Do it for us
Keep reading

More from the field.

SEO · 04

SEO & AEO

Organic growth in the age of answer engines. Honest numbers.

Read Content · 02

Content & Thought Leadership

Programs that compound — not content calendars that fill slots.

Read Websites · 05

Websites

Sites that ship pipeline — not rebrands with new navigation.

Read Brand · 01

Brand Positioning

How B2B teams sharpen a story — and make it survive the GTM handoff.

Read
Ready to ship

Something here
look like you?

Tell us the pipeline gap and where it's hurting most. We'll send back a one-page plan: what we'd run, the investment required, and the math on payback.

Do it for us