I’ve been trying to understand why so many B2B companies are moving toward account-based marketing instead of traditional lead generation.

The idea seems simple: instead of trying to attract thousands of random leads, companies focus their marketing on a smaller list of businesses they actually want as customers.

In theory it makes sense, especially for industries where sales cycles are long and deals involve multiple decision makers.

But I’m curious how well this works in practice.

Do companies really see better results when marketing and sales focus on a specific list of accounts instead of broad lead generation?

For people who’ve worked in B2B marketing or sales, does this approach actually change how teams operate day to day?

Here’s a guide I came across that explains the concept pretty simply:

https://jarvisreach.io/blog/account-based-marketing-for-b2b/

Would be interesting to hear how others think about this.