Account owners are people responsible for managing specific accounts in Demandbase. Account ownership information typically comes from your CRM or CSV imports and helps Demandbase deliver account insights, reports, and notifications to the appropriate people.
You can use account ownership information to filter and segment accounts, create owner-based account lists, and automate account-related communications.
Understand the Difference Between Users and Account Owners
In Demandbase, users and account owners serve different purposes.
- Users: People who have access to Demandbase. Users can view analytics, monitor account engagement, measure program impact, and access insights based on their permissions.
- Account Owners: People designated as responsible for specific accounts. Account ownership information typically comes from your CRM or CSV imports. An account can have multiple owners associated with different roles, such as Account Executive, Sales Development Representative (SDR), or Customer Success Manager.
Tip: To find account ownership fields in Demandbase, search for owner and select the applicable field, such as [Object] Owner [Data Type].
Understand Unique Account Owners (UAOs)
A Unique Account Owner (UAO) is an individual identified through account ownership data imported from your CRM or CSV files.
Each UAO is counted once, regardless of how many accounts they own. For example, if an Account Executive owns 50 accounts, Demandbase counts that person as one UAO.
UAOs help Demandbase associate accounts with their owners so that account-related information can be delivered to the appropriate people.
Benefits of Unique Account Owners
UAOs support several capabilities in Demandbase:
- Account insights: Deliver relevant account information to the appropriate owners.
- Account lists: Automatically create account lists based on ownership.
- Notifications: Send snapshot emails, reports, subscriptions, and alerts to account owners.
- Reporting: Analyze account performance and engagement by owner.
- Segmentation: Filter and segment accounts based on ownership information.
- Sales and marketing alignment: Help teams identify who is responsible for target accounts.
Best Practices for Account Ownership Data
When possible, use email addresses instead of names to identify account owners. Email addresses provide a more reliable way to identify individuals and support additional Demandbase functionality, including:
- Snapshot emails
- Subscriptions
- Auto-Create Account Lists
- Alerts and notifications
Using consistent and accurate ownership information helps ensure that account insights, reports, and automated notifications reach the appropriate people.
Prerequisites to Review Unique Account Owners
You must have Admin privileges or be assigned to a permission set with the required Demandbase settings access.
Review Unique Account Owners
- From the left navigation bar, go to
Settings > User Management > Unique Account Owners.
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Review the table, which shows the following information for each UAO:
- Email: Email address associated with the account owner.
- Name: Name of the account owner.
- Number of Accounts: Number of accounts associated with the owner.