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?

While strong bottom-of-funnel (BoFu) metrics are positive, focusing solely on demand generation can be shortsighted. A healthy marketing strategy requires investment across the entire funnel, including top-of-funnel (ToFu) and middle-of-funnel (MoFu) activities like brand awareness and lead nurturing. Neglecting these earlier stages can deplete the pipeline of future leads, making it harder to sustain BoFu performance in the long run. Therefore, a balanced budget allocation that supports all stages of the buyer journey is crucial for sustained growth. The other options are incorrect because strong BoFu metrics don't guarantee future pipeline without upstream investment, and limiting focus to only easily trackable metrics or solely BoFu demand ignores the holistic nature of effective marketing.