Insights
Notes on demand generation, ABM, and using AI as a practical operating advantage in marketing.
Weekly-ish notes on demand generation, ABM, sales-and-marketing alignment, and using AI as a practical operating advantage — originally published as Meg’s Monday Marketing Minute on LinkedIn.
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Where Should Your Demand Gen Dollars Actually Go?
The median B2B budget runs 70% demand gen, 25% brand — but ask marketers what they’d do with a clean slate, and the split flips. The real issue isn’t brand vs. demand, it’s creation vs. capture.
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Demand Gen Doesn’t Stop When Someone Books a Meeting
Marketing’s job doesn’t end at the sales handoff. Why demand gen should help lead enablement — and treat it as part of the customer journey.
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Real-Time Pipeline Attribution Is a Fantasy for 90% of Marketing Teams
Real-time, deal-level attribution isn’t measuring reality — it’s measuring a simplified story. Here’s the version of B2B attribution that actually works.
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Your Founder’s Voice Got You Here. But It Can’t Do Everything Forever.
Founder-led marketing gets an early-stage company off the ground — but it doesn’t scale. Here’s how to turn what’s in the founder’s head into a real marketing engine.
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What Is Demand Generation, Really?
Demand-gen isn’t paid media, lead gen, or MQL counting. Here’s what B2B demand generation actually requires.
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Your ABM Program Is Failing Because Sales and Marketing Still Aren’t Actually Aligned
Real sales and marketing alignment isn’t a meeting — it’s a shared account list, shared definitions, and shared ownership.
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The Group Chat Problem: Why Your Funnel Keeps Lying to You
Your CRM doesn’t know the group chat exists. And that group chat is usually where the deal actually gets decided.
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Make the Most of a Small Marketing Team: Building a Demand Generation Engine That Scales
The size of your marketing team does not necessarily determine the size of your marketing impact.
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Everyone’s Talking About AI Agents Running Your Marketing Department. Almost Nobody’s Doing It.
96% of CMOs say AI is transforming their function, but only 8% are running campaigns where multiple agents operate on their own.
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What I’d Install on Day One If I Were Building a Marketing Department from Scratch
The tools and systems I’d set up first if I were building a B2B marketing function with no team, no tools, and no playbook.
Let’s Talk
Whether it’s a demand-gen engine, a book project, or just a good conversation about AI in marketing — I’d love to connect.
