Being able to see and understand relationships and level of influence between accounts that are connected would be helpful.
Some examples of Related Accounts:
- B2C (family related, neighbors, co-worker, same church, etc)
- B2B (partner, supplier, distributor, consultant, dealer, etc)
- Mixed B2B/B2C (employer/employee, pastor/parishioners, etc)
Household A and Household B are related as parents/siblings/cousins. Household A and Household B could be seen has having a high level of influence with each other and marketing campaigns and workflows could be targeted specifically for accounts that have influence with each other.
Household A is neighbors to Household B, if Household B has a bad experience they may share negative experience with Household A causing a second account to be in jeopardy. Household B could be seen as having some influence with the other account, and thus be given high priority to resolve their issue. Also preemptive action could be taken to Household A by offering them a special discount or other marketing campaign targeted for at risk accounts.
Business A has partnership with Business B and understanding that relationship helps determine which products to market and offer to either Business A or Business B.
See all known distributors/dealers for a product manufacturer. Use this as the basis to create a campaign offering either complimentary products or competing product offerings to the related accounts.
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