Resources
The library
23 articlesResource Library
Everything on the site is free to read. Start with the newest articles, the foundational guides or the worked examples, or browse the full blog.
Most Recent
The newest additions to the library.
October 26, 2026
What a roulette wheel teaches about lead scoring: expected value, calibrated probabilities and setting the MQL threshold where a sales call pays for itself.
October 20, 2026
What marketers need to know about gambling advertising rules in Great Britain, the Netherlands, Germany, Italy, Spain, Ontario, the US and Brazil, and how to plan around them.
October 13, 2026
A worked example of ROMI and attribution in a casino loyalty programme: theoretical win, reinvestment, a free-play mailer tested against a control group.
October 6, 2026
How suppliers turn the big gaming trade shows, ICE in Barcelona and G2E in Las Vegas, into demand generation programmes: before, during and after the show.
Guides
The foundations: what demand generation is, how nurturing works and how marketing and sales share the job.
September 30, 2010
Demand generation is not a top-of-funnel tactic or a sales job title. It is the whole job of B2B marketing, from first awareness to customer lifetime value.
October 19, 2010
Lead nurturing fails when it is treated as a drip campaign. A layered model with a buying-cycle track, a promotional track and a drip track keeps buyers moving.
November 23, 2010
How to turn buyer-targeting context into a working programme built on three models: engagement, acquisition and nurturing, with scoring and technology underneath.
January 25, 2013
Sales and marketing rarely agree on lead quality. Define the sales-ready lead together, give sales what it needs, and get involved at the team level.
April 25, 2012
Marketing automation without documentation is a car without a spare key. The five documents every marketing and sales team should write before going live.
May 15, 2012
Early-stage buyers distrust promotional content. Brand-agnostic content that addresses their problems, even mentioning competitors, earns trust and the next step.
Worked Examples
Articles built around numbers: funnel tables, ROMI formulas and scoring thresholds you can reuse.
November 9, 2010
Before campaigns, a demand generation plan needs context: clear objectives, a buying-process profile, baseline conversion rates and reverse funnel maths.
December 3, 2010
The demand waterfall explains how inquiries become deals. Two additions make it practical: a Prospect stage at the top and smaller steps inside the MQL stage.
February 28, 2011
Revenue performance management asked marketers to tie programmes to revenue. How to connect demand generation inputs to revenue outputs with ROMI and attribution.
February 29, 2012
A nurturing programme needs far more content than most budgets assume. The maths of content volume, what it costs relative to software, and how to map it.
Let’s talk demand gen
questions, corrections and article ideas are welcome