While many companies have already invested or are starting to invest in account-based strategies, most are still using a mix of marketing approaches. And the emphasis on leads over account-based is probably even more prevalent in some industries that are not typical early adopters of new tech. At Demandbase, we've focused on promoting an account-based approach as part of a broader ecosystem by partnering with MAPs, CRM and Sales Engagement Platforms like Outreach and Salesloft. But, we've started to notice some changes in the market.