In B2B, an account represents a company or organisation (rather than an individual contact) that fits your target market and has potential buying influence. Accounts form the foundation of account-based marketing and sales strategies, where outreach and engagement are tailored to the needs, structure, and buying committees of that specific organisation.
Each account typically includes multiple stakeholders, spanning different functions such as marketing, IT, and procurement. Effective account management requires understanding these internal dynamics and mapping decision-makers and influencers within the buying group.
Tracking account-level activity, such as engagement signals, content downloads, or intent surges, allows marketing and sales teams to coordinate outreach and prioritise opportunities more intelligently, ensuring that every touchpoint contributes to long-term pipeline growth.
