Conventional B2B marketing is all about lead generation—filling the top of the funnel and allowing the numbers game to play out. On average, 1% of leads eventually become customers (according to Forrester), so the math, simply, looks like this: 1,000 leads → 10 customers; 2,000 leads → 20 customers. Lead-centric organizations primarily grow their business by expanding the top of the funnel—the amount of leads generated. The math checks out, but increasing lead volume alone tends to be a costly way of driving growth.
As B2B marketing strategy has matured (including the growth of ABM programs), high performing organizations have realized that marketers can more efficiently drive growth by optimizing every stage of the funnel, not just the top. Of equal importance, marketers are now able to more accurately measure the effectiveness of their down-funnel efforts, which allows them to justify additional spend and time spent.