How marketing leaders decide

What demand generation is worth backing

What gets budget. What gets cut. And how confidence is built in demand programs.
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Demand generation is no longer funded on volume. It’s funded on confidence.

As budgets tighten and scrutiny rises, CMOs are backing only the programs they can defend in revenue conversations.

This webinar shows how those decisions are made—and how to align your demand programs accordingly.

Speakers to be announced soon

What this session covers

  • How CMOs decide which demand programs are worth continued investment
    The criteria leaders use to protect, scale, or quietly cut initiatives.
  • What metrics actually build confidence at the top
    Why spend efficiency, conversion, and pipeline impact matter more than surface-level volume.
  • Why some programs survive budget pressure while others don’t
    The signals that separate “busy” demand from credible growth drivers.
  • How brand and demand are evaluated together today
    Why leading CMOs no longer treat brand as a trade-off, but as a lever to improve demand performance.

What you’ll walk away with

  • A clearer framework for pressure-testing demand programs
    Know what will hold up in leadership, finance, and sales conversations.
  • Stronger positioning for your next budget or pipeline review
    Learn how to frame demand performance in terms senior leaders trust.
  • Better prioritization under real budget constraints
    Better prioritization under real budget constraints
  • Practical insight you can apply immediately
    Practical insight you can apply immediately

Who should attend

This webinar is for B2B marketers who are:
Accountable for pipeline and revenue

Focused on lead quality and ROI 

Planning 2026 demand gen and need clear direction now

Past speakers

Join the session shaping how demand gets funded in 2026

Built for senior marketers who need confidence—not volume—when demand programs are under scrutiny.

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