Question: Derek’s team is reviewing results from a recent B2B campaign. The bottom-of-funnel metrics like demo requests look strong, and leadership suggests shifting the bulk of the next quarter’s budget into demand generation. What should Derek point out?
- Bottom-of-funnel demand is the most important, so shifting the budget makes sense.
- Future campaigns should only focus on the stages with the clearest, most trackable metrics, so that's where the budget should be allocated.
- Investing only in bottom-of-funnel demand risks missing future opportunities.
- Strong demand metrics guarantee continued pipeline, so the shift is a good idea.
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