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What is Named Account Marketing?

AccountWatch is a feature available to all Demandbase Real-Time Identification Service customers, and it enables "Named Account Marketing" -- the ability to transcend broad-based firmographic applications of RTID and target specific companies with personalized messaging based on their relationship with your company. AccountWatch applications in RTID enable you to dictate how your marketing technologies will perform at the individual company level, rather than the more broad "industry" or "company size" firmographics.

You can completely change the way your home page, chat client, or forms behave when faced with a visitor from a specific company,  or dig deeper into analytics by showing how more advanced firmographic segments like 'competitors' or 'target accounts' behave when on your website.

What Can I Do With Named Account Marketing?

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

Named Account Marketing and Personalized Content

Perhaps the most effective use of AccountWatch, personalizing the web experience at the individual account level creates the possilibity of a "zero-click" website, where anything the browser might need is shown immediately on the first page visited. Eliminating the need to go searching through a website for relevant content can both increase conversions and engagement, as well as create opportunities to improve relations with exisiting customers. You can show relevant content immediately, and automatically change your website to accommodate a visitor's predicted interests.

• Offers and Downloads Presented by Key Technology or Account Intelligence - If you know know an account uses a competing or complimentary technology, customize the message to capitalize on that knowledge.
• Redirect Your Competitors - If someone is visiting from a company you have tagged as a 'competitor,' you can automatically redirect them to a careers page.
• Cross/Upsell - If you sell multiple products, you can tag customers by what they have purchased in the past and then serve them content promoting additional or complimentary products or services.

Named Account Marketing and Live Chat

There are both lead generation and support applications for AccountWatch when used with an RTID for Chat subscription.

• “If Customer = True, route to support and send invite” - Give your most important customers immediate, high-level support the minute they hit your site
• "If Target Account=True, immediately send chat invitation" - Convert more of the companies your sales team is chasing with proactive chat invitations whenever they visit your site.

Named Account Marketing and Web Forms

AccountWatch can help to create scenarios that can make your forms behave the way that Marketing Automation tools behave, but for your uncookied, unidentified traffic.

• Ungated Forms - Select which companies can gain access to content wihtout filling out a form.
• Progressive Profiling - If you already have identified a visitor as coming from an existing customer or pipeline opportunity, show them a different version of the form to get more detailed information that can help in the selling process. That way you can capture more information about the account from people you have not already identified and tagged in your MAS or CRM tools.

Named Account Marketing and Web Analytics

When applied to an RTID for Analytics subscription, AccountWatch works a bit differently than it does for Chat, Forms or Content. While those applications are more proactive and can dictate how the site behaves as a conversion engine, AccountWatch for analytics takes on a more strategic angle and can help to examine traffic segments by individual account firmographics.

• Analyze True Response Rates of Targeted Accounts - Running a campaign designed to drive leads from specific accounts? With AccountWatch for Analytics you can see which target accounts may have responded to a campaign but did not convert. Or you could have visibility into all of the accounts you touched at that expensive trade show.
• ClickPath Analysis of Targeted Accounts - What pages did my top ten target accounts visit last week? What about competitors? Do I need to expand my content strategy to create more of what they are looking for?
• Segment Exclusion - Exclude segments from traffic reports. For example, tag all channel partners and resellers in order to remove them from site traffic reports to get detailed information only on ‘direct sale’ traffic behavior. 

Directory of Accounts

An account-based marketing approach hinges upon intelligence if the accounts you wish to market to. Demandbase has compiled a directory of North American businesses with along with some of the basic firmographic information about them. 

Industry Directory

Aerospace & Defense, Agriculture, Apparel, Associations, Automotive, Biotech, Business Services, Construction, Consumer Goods & Services, Education, Electronics,Energy & Utilities, Financial Services, Food & Beverage, Furniture, Government, Hardware, Healthcare & Medical, Home & Garden, Hospitality & Travel, Manufacturing,Media & Entertainment, Mining, Pharmaceuticals, Printing & Publishing, Real Estate, Recreation, Retail & Distribution, Software & Technology, Telecommunications,Textiles, Transportation & Logistics, Unclassified

Company Directory

1‑Al, Am‑Au, Av‑Bo, Bp‑Cat, Cau‑Cl, Cm‑Cr, Cs‑Dq, Dr‑Er, Es‑Fl, Fm‑Go, Gp‑He, Hf‑Im, In‑Je, Jf‑Kr, Ks‑Mal, Mam‑Me, 
Mf‑Na, Nb‑Or, Os‑Pi, Pj‑Ra, Rb‑Rw, Rx‑Sn, So‑Stz,Su‑Tg, Th‑Tho, Thp‑Un, Uo‑We, Wf‑Zz