Account-based marketing
Account-based marketing helps marketers who are working in organizations that focus on business-to-business sales to support their salespeople's strategies and sales processes. The features of account-based marketing include:
Account-based journeys - Help generate account leads, trigger decisions at the account level, assign activities that are related to accounts, provide account-based insights, and more.
Account-based personalization of email content - Enables you to design content that displays information from, and reacts to, the account record that is associated with each recipient.
Account insights - Provides insights for each account record to provide results and KPIs that reflect interactions that are made by all contacts that belong to the account.
Account-based leads and lead scoring - Enable you to generate leads that are related to accounts and score each of them to reflect activities of all the contacts that belong to an account.
Important
Keep in mind that even when you are using account-based marketing, Dynamics 365 Customer Insights - Journeys still focuses on contacts as its fundamental entity. Segments still contain contacts (not accounts or leads), journeys still process contacts, and leads can only be scored, provided that they have an assigned parent contact or parent account (with associated contacts). Account-based marketing features help provide an account-based perspective by segmenting contacts based on properties of the account that they belong to, scoring account-based leads based on interactions that are made by the contacts that belong to those accounts, and so on, as described in this topic.
For more information, see Account based marketing.