What We Do And Why / Strategic Account Marketing
Strategic Account or Named Account Marketing is an application of account-based marketing. It transcends broad-based account targeting to focus on the specific accounts that represent the highest likelihood of creating revenue for your company. These named accounts could be existing customers, as it is often easier to upsell or cross-sell into your customers than into a new account. Or they could be a select list of companies, typically compiled in conjunction with sales, that share common characteristics with your existing customer base, representing your best chance at creating revenue through new opportunities.
Demandbase has applied the principles of Strategic Account/Named Account Marketing into a feature of our service called AccountWatch. Putting named accounts under “watch” enable you to dictate how your marketing technologies will perform at the individual company level, rather than the more broad "industry" or "company size" level.
It is important to understand some of the possible applications for Strategic Account Marketing across a variety of different use cases.
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