How Do Strategic Accounts Fit in an Account-Based Marketing Strategy?

What is 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. 's 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 Ezanga.com's target 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.

Applications of Strategic Account Marketing include:

• Building targeted account lists comprised solely of the companies most likely to become revenue
• Targeting specific companies with personalized messaging based on their relationship with your company
• Monitoring specific company behavior in Web Analtyics
• Updating CRM tools with account-based web activity reports

How does Demandbase support Strategic Account Marketing?

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.

What can I do with Strategic Account Marketing?

It is important to understand some of the possible applications for Strategic Account Marketing across a variety of different use cases.

• Company Targeted Advertising
• Increasing Conversions
• Account-Based Content Personalization
• B2B Web Analytics
• Account Activity Monitoring
• Targeted Live Engagement