"Traditional demand-based, lead-based marketing is like fishing with a net," said Engagio CEO Jon Miller. "You run campaigns and marketing programs, and stuff comes out the other end. What the account-based world is all about is that you have a list of names, but you don't wait around to see if those big fish swim into your net. Instead, you go fishing with spears. When I think about the process of fishing with spears, I ask, 'How am I going to reach out?' If I only have marketing tactics at my disposal ... I'm only going to be able to go so far."