B2B Marketing Tip #01 - Exploit the full potential of your customer accounts with hierarchy

B2B Marketing Tips

B2B Marketing Tip #01 - Exploit the full potential of your customer accounts with hierarchy

244 views

April 01, 2025 ABM, data quality, kpi marketing, marketing automation, scoring

Do you have a list of accounts? Very good. But do you have a hierarchy of accounts?

In your tools, you probably have a database of accounts that is well filled, segmented, tagged, perhaps even rated with a score. But are these accounts linked to each other?
In other words, does your CRM include the relationships between parent companies, subsidiaries, BUs, countries?

If this is not the case, you are missing out on one of the most powerful levers of B2B marketing and sales.

🚨 The problem: a too-flat view of the account

In reality, your customers are rarely simple entities.
They are groups: sometimes multi-country, often multi-BU, almost always multi-opportunity.

And yet, your tools (CRM, MAP, ABM, etc.) often treat them as:

Orphan accounts, without context,
Isolated prospects, without relationship,
Underexploited customers, when other subsidiaries could buy.

Result:

Marketing misses the mark,
Sales lacks strategic mapping,
Scores are based on incomplete data,
Opportunities go under the radar.

🎯 The solution: structure the account hierarchy

What this changes immediately:

You see who belongs to what: Group, BU, Subsidiary, etc.
You detect blank areas (non-customer subsidiaries),
You adapt your campaigns and your ABM strategy at the right level,
You finally have consolidated management (turnover, margin, overall status, etc.).

Concrete example:

Subsidiary A is a customer → you target subsidiary B more intelligently.
The group as a whole becomes a priority account.
And you can measure what it really brings in over time.

🛠️ How do you structure this hierarchy?

Identify the group head: a Group Head field may suffice.
Create parent-child links in your CRM.
Clean up the names: avoid duplicates, harmonize.
Handle exceptions (such as joint ventures) with specific or separate rules.
Feed from reliable databases: Dun & Bradstreet, Société.com, etc.

📊 And then? Automate the right indicators

Once the structure is in place:

Account status (Dormant, MQA, Opportunity, Customer, etc.)
Products/services purchased
Revenue generated
Gross margin (if available)

These indicators must be:

Calculated automatically,
Updated regularly,
Reported at group level, then distributed to the BUs if necessary.

🤖 Why is this key for your scoring models?

Because a good score is not just “this account opens emails”.
It is:

This account is in a group where we already sell,
It has a solid purchase history,
It generates an attractive margin.

This is where we want to invest time, resources and marketing.

✅ In summary

Without a hierarchy, you are flying blind.
With a hierarchy, you:

Sell faster,
Target more accurately,
And you focus on the right accounts.

Need help structuring your database?

At Merlin/Leonard, we help B2B companies to:

Create a reliable hierarchy in their CRM,
Automate the right KPIs,
And use it as a real lever for their ABM strategy.

binance account opening February 12, 2026 06:40 PM Delete

I just found this blog and have high hopes for it to continue. Keep up the great work, its hard to find good ones. I have added to my favorites. Thank You. 가입

xw\\jcvnsijrasdkl\\cmvVUILL BN/fhGAVLCNZ;G/ February 12, 2026 05:26 PM Delete

서울출장마사지 24시 운영 서울 전지역 30분이내 방문을 기준으로 강남, 마포, 영등포, 종로 등 다양한 생활권을 빠르게 연결합니다. 시간대 제약 없이 이용할 수 있어 서울출장마사지

xw\\jcvnsijrasdkl\\cmvVUILL BN/fhGAVLCNZ;G/ February 12, 2026 05:25 PM Delete

부산출장마사지,부산출장안마,부산홈타이 24시간 후불제 마인드좋은 관리사 상시대기 후불제 운영중입니다 안심하고 이용하세요 부산출장마사지

xw\\jcvnsijrasdkl\\cmvVUILL BN/fhGAVLCNZ;G/ February 12, 2026 05:24 PM Delete

키탐넷은 '키스타임넷'으로 불리던 국내 성인용 정보·광고 플랫폼의 별칭으로 알려져 있습니다. 본 글은 키탐넷 관련 기본 개념, 이용 시 개인정보 보호 키탐넷

February 12, 2026 04:22 PM Delete

Them believes altogether best suited. Every one of lesser areas ended up being built by lots of track record instruction. I like the necessary paperwork a good deal. situs slot

February 12, 2026 04:18 PM Delete

Superbly written article, if only all bloggers offered the same content as you, the internet would be a far better place.. slot gacor

February 12, 2026 04:14 PM Delete

Thank you so much for sharing this great blog.Very inspiring and helpful too.Hope you continue to share more of your ideas.I will definitely love to read. slot deposit

February 12, 2026 04:09 PM Delete

Thank you so much for sharing this great blog.Very inspiring and helpful too.Hope you continue to share more of your ideas.I will definitely love to read. omacuan daftar

สมัครเว็บบอล February 12, 2026 03:27 PM Delete

Keep websiteing stuff like this I actually am fond of it alexistogel

สมัครเว็บบอล February 12, 2026 03:20 PM Delete

Good article , I am going to spend more time learning about this topic 강남출장마사지

สมัครเว็บบอล February 12, 2026 03:16 PM Delete

The next time I learn a weblog, I hope that it doesnt disappoint me as much as this one. I mean, I do know it was my option to learn, however I really thought youd have one thing interesting to say. All I hear is a bunch of whining about something that you may repair when you werent too busy looking for attention. 울산오피

situs toto February 12, 2026 02:38 PM Delete

Thanks for sharing this information. I really like your blog post very much. You have really shared a informative and interesting blog post with people.. bandar slot gacor

Viewer #8642 February 12, 2026 02:17 PM Delete

I went over this internet site and I believe you have a lot of excellent information, saved to bookmarks (:. alexistogel

tech February 12, 2026 02:14 PM Delete

I really appreciate this wonderful post that you have provided for us. I assure this would be beneficial for most of the people. situs slot gacor

SEO February 12, 2026 01:10 PM Delete

I wanted to say Appreciate providing these details, youre doing a great job with the site... rajakera

technology February 12, 2026 12:34 PM Delete

부산출장마사지,부산출장안마,부산홈타이 24시간 후불제 마인드좋은 관리사 상시대기 후불제 운영중입니다 안심하고 이용하세요 부산출장마사지

Viewer #9821 February 12, 2026 12:14 PM Delete

สมัครเว็บบอล February 12, 2026 11:20 AM Delete

great work… Excellent weblog here! Also your web site a lot up fast! What web host are you the usage of? Can I get your associate link on your host? I want my website loaded up as fast as yours lol… 강남출장마사지

สมัครเว็บบอล February 12, 2026 10:46 AM Delete

Hello! Someone in my Facebook group shared this site with us so I came to look it over. I’m definitely enjoying the information. I’m book-marking and will be tweeting this to my followers! Outstanding blog and superb style and design. 강남출장마사지

technology February 12, 2026 09:02 AM Delete

I admire this article for the well-researched content and excellent wording. I got so involved in this material that I couldn’t stop reading. I am impressed with your work and skill. Thank you so much. agen togel

Faizan khan February 12, 2026 08:04 AM Delete

I exploit solely premium quality products -- you will observe these individuals on: 부산출장마사지

Faizan khan February 12, 2026 08:00 AM Delete

Will give you the most beneficial web page target I'm sure at this time there by itself you can find the way quick it truly is. 대구출장마사지

Faizan khan February 12, 2026 07:55 AM Delete

In this article understand the most important thing, the item will give you a keyword rich link a great useful website page: 서울출장마사지

SEO February 12, 2026 07:49 AM Delete

This sort of in search of get the enhancements made on this special lifestyle and diet, begin your L . a . Shifting the pounds diet solution is a huge procedure into accesing which usually hope. weight loss DDPCHAIN

Viewer #9821 February 12, 2026 07:29 AM Delete

Viewer #5249 February 12, 2026 07:20 AM Delete

키탐넷은 '키스타임넷'으로 불리던 국내 성인용 정보·광고 플랫폼의 별칭으로 알려져 있습니다. 본 글은 키탐넷 관련 기본 개념, 이용 시 개인정보 보호.

__________________________________________

대구출장마사지 전문 프리미엄 케어. 중구·동구·서구·남구·북구·수성구·달서구·달성군 30분 내 신속 방문. 아로마·스웨디시·타이·딥티슈 전문 테라피스트 1:1 맞춤.

__________________________________________

서울출장마사지 24시 운영 서울 전지역 30분이내 방문을 기준으로 강남, 마포, 영등포, 종로 등 다양한 생활권을 빠르게 연결합니다. 시간대 제약 없이 이용할 수 있어.

__________________________________________

부산출장마사지,부산출장안마,부산홈타이 24시간 후불제 마인드좋은 관리사 상시대기 후불제 운영중입니다 안심하고 이용하세요.

__________________________________________

koi toto KOITOTO is here with its latest edition as a gacor slot88 site offering a more exciting, fast, and profitable gaming experience.

__________________________________________

키탐넷 '키스타임넷'으로 불리던 국내 성인용 정보·광고 플랫폼의 별칭으로 알려져 있습니다. 본 글은 키탐넷 관련 기본 개념, 이용 시 개인정보 보호.

__________________________________________

강남출장마사지 강남출장안마 강남 전역 어디서든 요청하시면 고객님의 일정에 맞춰 빠르게 찾아가며, 전문 매니저가 편안하고 안정적인 케어를 제공합니다.

__________________________________________

울산오피 는 특정 시설이나 업종을 의미하는 단어가 아니라, 울산 지역 정보를 탐색하는 과정에서 자연스럽게 생성된 비공식 키워드입니다. 이 키워드는 울산이.

__________________________________________

부산오피 는 부산 지역에서 프라이빗한 공간 기반으로 운영되는 1:1 힐링/마사지 형태의 서비스를 찾는 분들이 사용하는 용어입니다. 부산오피(부산op).

February 12, 2026 12:28 AM Delete

That'sthe valid reason promoting for which you desirable investigation before craft creating. It could be potential to write down upgraded post utilizing this. papularmagazine

February 11, 2026 11:13 PM Delete

You have a good point here! I agree with what you have said!! Thanks for sharing your views...hope more people will read this article!!! Go88pro

Dave Jack February 11, 2026 04:47 PM Delete

His idyllic existence is one day broken when a team of heavily armed men turn his house into dust in an attempt to kill him, it’s up to him then and a few old friends to try and get to the bottom of the mysterious kill squad. harga toto

February 11, 2026 02:06 PM Delete

B52 đứng đầu danh sách những cổng game đổi thưởng uy tín nhất Việt Nam, nổi bật như một biểu tượng của sự đổi mới và chất lượng trong ngành giải trí trực tuyến. Với hệ sinh thái game đa dạng từ các thể loại phòng thủ, đối kháng chiến thuật đến hàng trăm trò chơi đổi thưởng hấp dẫn, B52 đã và đang khẳng định vị thế dẫn đầu, kết nối hàng triệu game thủ trên khắp cả nước.
B52Pro

Sunwin ra mắt năm 2012, đặt trụ sở tại Philippines và nhanh chóng trở thành dự án chiến lược của tập đoàn giải trí Suncity khi mở rộng sang thị trường Việt Nam. Ngay từ đầu, Sunwin đã được định vị là cổng game bài chuẩn Ma Cao, vận hành theo tiêu chuẩn quốc tế. Sunwin