g in t e k o r ta c i m r c t i n r t cen - ce ad- e t ln t Imou r c a roc P F a It just makes sense Part of the reason the Account Based Marketing trend is gaining traction is because an account- centric lens makes so much sense for B2B organizations: Sales has always used an account- based approach, and now Marketing is beginning to follow suit as well. In short, the time is right for ABM. The pent-up demand for the approach can now be fulfilled. Google Trends shows searches for ‘Account Based Marketing’ exploding. 22