{"id":5433,"date":"2025-04-03T12:19:31","date_gmt":"2025-04-03T10:19:31","guid":{"rendered":"https:\/\/merlinleonard.com\/en\/?p=5433"},"modified":"2025-04-15T13:30:05","modified_gmt":"2025-04-15T11:30:05","slug":"why-structuring-your-account-hierarchy-is-essential-in-b2b","status":"publish","type":"post","link":"https:\/\/merlinleonard.com\/en\/why-structuring-your-account-hierarchy-is-essential-in-b2b\/","title":{"rendered":"Why structuring your account hierarchy is essential in B2B"},"content":{"rendered":"<p>In this <strong>new episode of B2B Marketing Tips<\/strong>, we address an often underestimated yet fundamental lever in B2B strategies: <strong>account hierarchy<\/strong>.<\/p>\n<p>CRM, marketing automation, ABM&#8230; All your tools are more powerful when they are based on a well-thought-out account structure. And yet, few companies have really implemented one.<\/p>\n<p>In this article, we explain:<\/p>\n<ul>\n<li>Why an account hierarchy is crucial,<\/li>\n<li>How to set it up in your CRM or your MarTech stack,<\/li>\n<li>And which indicators to follow to realize its full potential.<\/li>\n<\/ul>\n<p>Below is the Miro I use in the video<br \/>\n<iframe loading=\"lazy\" src=\"https:\/\/miro.com\/app\/live-embed\/uXjVIIwU3tk=\/?moveToViewport=-1112,-505,1713,885&amp;embedId=545781125766\" width=\"768\" height=\"432\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h2>\ud83d\udccc Why a hierarchy of accounts?<\/h2>\n<p>In B2B, your customers are <strong>almost never isolated entities<\/strong>. They are often groups, made up of:<\/p>\n<ul>\n<li>subsidiaries,<\/li>\n<li>business units,<\/li>\n<li>entities spread across countries or regions,<\/li>\n<li>sometimes joint ventures.<\/li>\n<\/ul>\n<p>If you don&#8217;t structure the relationships between these entities, you miss out on a strategic lever for:<\/p>\n<ul>\n<li><strong>selling more effectively<\/strong> (social proof effect),<\/li>\n<li><strong>target more intelligently<\/strong> (ABM segmentation),<\/li>\n<li><strong>manage your business<\/strong> (consolidated view of turnover and margin).<\/li>\n<\/ul>\n<h3>Simple example:<\/h3>\n<p>A parent company has two subsidiaries. If one is already a customer, you have an <strong>obvious gateway<\/strong> to sell to the other. But you still need to <strong>know it<\/strong>! This is exactly what a good account hierarchy allows.<\/p>\n<h2>\ud83e\uddf1 How do you build a good account hierarchy?<\/h2>\n<p>Here are the 3 pillars of an effective structure:<\/p>\n<h3>1. Maintain a correct hierarchy<\/h3>\n<p>This involves:<\/p>\n<ul>\n<li><strong>Identifying the group head<\/strong> via a dedicated field (e.g. <code>Group Head = True<\/code>),<\/li>\n<li>The <strong>creation of parent-child relationships<\/strong> (Parent &gt; Subsidiary &gt; BU),<\/li>\n<li>The <strong>standardization of names<\/strong> to avoid duplicates,<\/li>\n<li>The management of complex cases, such as <strong>joint ventures<\/strong>, which sometimes require separate treatment.<\/li>\n<\/ul>\n<p>This structure can be fed manually by a SalesOps team or via an <strong>external database<\/strong> (Dun &amp; Bradstreet, Soci\u00e9t\u00e9.com, etc.) integrated into the CRM.<\/p>\n<h3>2. Automate KPIs at the account level<\/h3>\n<p>At each level, you must automate:<\/p>\n<ul>\n<li>The <strong>status of the account<\/strong>: Sleeping, Engaged, MQA, Opportunity, Customer, Former customer, etc.<\/li>\n<li>The <strong>products or services purchased<\/strong>,<\/li>\n<li>The <strong>turnover<\/strong> (for the current year and the last 3 years),<\/li>\n<li>And the <strong>gross margin<\/strong> (same granularity).<\/li>\n<\/ul>\n<p>These indicators are used to <strong>calibrate your marketing campaigns, ABM strategies and scoring models<\/strong>.<br \/>\nAbove all, they help you avoid a common pitfall: targeting accounts that are easy to convert, but <strong>unprofitable<\/strong>.<br \/>\nA good marketing strategy should target accounts with a <strong>high lifetime value<\/strong> and <strong>high margin<\/strong>.<\/p>\n<h3>3. Roll-up the KPIs up the account hierarchy<\/h3>\n<p>Once this data is in place:<\/p>\n<ul>\n<li><strong>Aggregate it<\/strong> at the parent company level,<\/li>\n<li><strong>Deduct an overall status<\/strong> (e.g. \u201ccustomer group\u201d if at least one entity is a customer),<\/li>\n<li><strong>Identify the Subsidiary \/ Purchased Product pairs<\/strong>, to refine your knowledge of the group.<\/li>\n<\/ul>\n<p>This consolidation allows you to:<\/p>\n<ul>\n<li>to have a <strong>global strategic view<\/strong> of your major accounts,<\/li>\n<li>to adjust your commercial priorities,<\/li>\n<li>to feed your predictive models with <strong>solid and business-driven data<\/strong>.<\/li>\n<\/ul>\n<h2>\ud83c\udfaf In summary: 3 major benefits<\/h2>\n<ol>\n<li><strong>Marketing\/sales alignment<\/strong>: a unified vision of the group and its opportunities.<\/li>\n<li><strong>Better ABM segmentation<\/strong>: by targeting subsidiaries that are not customers but are close to active customers.<\/li>\n<li><strong>Strategic management<\/strong>: thanks to a consolidation of turnover + margin, essential for arbitration and prioritization.<\/li>\n<\/ol>\n<h2>Need help structuring your account hierarchy?<\/h2>\n<p>At <strong>Merlin\/Leonard<\/strong>, we help you:<\/p>\n<ul>\n<li>set up a reliable hierarchy in your CRM,<\/li>\n<li>automate the right indicators,<\/li>\n<li>and exploit the full potential of your data to sell better.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Find out why structuring your accounts into hierarchies is key to CRM, ABM and B2B marketing. Practical advice and examples.<\/p>\n","protected":false},"author":2,"featured_media":5434,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"account hierarchy","_yoast_wpseo_linkdex":73,"_yoast_wpseo_content_score":90,"inline_featured_image":false,"footnotes":""},"categories":[24],"tags":[103,31,42,38,102],"technology":[],"class_list":["post-5433","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-videos","tag-b2b-marketing-tips","tag-data-quality","tag-marketing-automation","tag-marketing-kpis","tag-sco"],"acf":{"rsrc_module":null,"meta_duration":5,"meta_difficulty":"dif-medium","modules_bottom":[{"acf_fc_layout":"sidebar_marketo_form_cta","cta_sidebar":"Join our B2B Marketing Office Hours every Friday morning","padding_t":"pt-medium","padding_t_copier":"pb-medium","bg":"bg-white"}],"post_or_page":5226,"agenda_shortcode":"[mktoagenda formid=\"2030\" button_text=\"Register\" form_title=\"Register for B2B Office Hours\" focus_area=\"officehours\"]<script src=\"\/\/go.merlinleonard.com\/js\/forms2\/js\/forms2.min.js\"><\/script><form id=\"mktoForm_2030\"><\/form><script>MktoForms2.loadForm(\"\/\/go.merlinleonard.com\", \"380-REU-819\", 2030);<\/script>[\/mktoagenda]","post_featured_image_style":"normal","ressources_video":"","post_subtitle":"B2B Marketing Tips #01","modules":[{"acf_fc_layout":"mod_video","mod_video__embedcode":"<div itemprop=\"video\" itemscope itemtype=\"http:\/\/schema.org\/VideoObject\" title=\"B2B Marketing Tip #01 EN - Exploit the full potential of your customer accounts with hierarchy\"><meta itemprop=\"name\" content=\"B2B Marketing Tip #01 EN - Exploit the full potential of your customer accounts with hierarchy\" \/><meta itemprop=\"url\" content=\"https:\/\/videos-en.merlinleonard.com\/b2b-marketing-tip-01-en-exploit\" \/><meta itemprop=\"thumbnailUrl\" content=\"https:\/\/videos-en.merlinleonard.com\/64968569\/111567917\/360a7472b32216f91c86afd91bc3b837\/large\/b2b-marketing-tip-01-en-exploit-17-thumbnail.jpg\" \/><meta itemprop=\"image\" content=\"https:\/\/videos-en.merlinleonard.com\/64968569\/111567917\/360a7472b32216f91c86afd91bc3b837\/large\/b2b-marketing-tip-01-en-exploit-17-thumbnail.jpg\" \/><meta itemprop=\"contentUrl\" content=\"https:\/\/videos-en.merlinleonard.com\/b2b-marketing-tip-01-en-exploit\" \/><meta itemprop=\"embedUrl\" content=\"https:\/\/videos-en.merlinleonard.com\/v.ihtml\/player.html?token=360a7472b32216f91c86afd91bc3b837&amp;amp;source=embed&amp;amp;photo%5fid=111567917\" \/><meta itemprop=\"uploadDate\" content=\"2025-04-01T14:57:02\" \/><meta itemprop=\"height\" content=\"360\" \/><meta itemprop=\"width\" content=\"640\" \/><meta itemprop=\"duration\" content=\"T8M56S\" \/><div style=\"width:100%; height:0; position: relative; padding-bottom:56.25%\"><iframe title=\"B2B Marketing Tip #01 EN - Exploit the full potential of your customer accounts with hierarchy\" title=\"Video Player\" src=\"https:\/\/videos-en.merlinleonard.com\/v.ihtml\/player.html?token=360a7472b32216f91c86afd91bc3b837&source=embed&photo%5fid=111567917\" style=\"width:100%; height:100%; position: absolute; top: 0; left: 0;\" frameborder=\"0\" border=\"0\" scrolling=\"no\" allowfullscreen allow=\"autoplay; fullscreen\"><p>Your web browser does not support iframes, which means that the video B2B Marketing Tip #01 EN - Exploit the full potential of your customer accounts with hierarchy cannot play.<\/p><\/iframe><\/div><\/div>"}]},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why structuring your account hierarchy is essential in B2B - Merlin\/Leonard<\/title>\n<meta name=\"description\" content=\"Find out why structuring your accounts into hierarchies is key to CRM, ABM and B2B marketing. 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