B2B marketers are quickly embracing an account-based approach to generating demand and building pipeline. The change is being driven by a closer alignment with sales which sells to accounts not leads , a demand for higher ROI which can be achieved through better targeting and a desire to deliver personalized, customer-centric interactions which are built on understanding account needs. If account based marketing (ABM) represents a new approach to B2B demand generation, predictive intelligence is the hub that will drive the strategy and tactics of its execution. Join Carol Krol of DemandGen Report and Zak Garner of 6sense as they explore.