Users vs. Account Owners
In Demandbase, users and account owners serve different purposes.
A user is anyone who has access to Demandbase. Users can view analytics, monitor account engagement, measure program impact, and receive insights.
An account owner is a person designated as responsible for a specific account. Account ownership data typically comes from your CRM or CSV imports. A company may track multiple owners for an account, such as an Account Executive, SDR, Customer Success Manager, or other role-based owner.
Tip: To use Account Owner information, search for owner, and apply fields such as [Object] Owner [Data Type].
What Is a Unique Account Owner (UAO)?
A Unique Account Owner (UAO) is the primary owner associated with an account in Demandbase.
Demandbase identifies UAO using account ownership information from your CRM or CSV import. Each UAO is counted once, regardless of how many accounts they own.
The UAO helps Demandbase understand who is responsible for an account and ensures account-related information is delivered to the right person.
Why Is the UAO Important?
The UAO is used throughout Demandbase to personalize account-based insights, reporting, and automation.
Key benefits include:
- Delivering account insights to the appropriate owner.
- Creating owner-based account lists automatically.
- Sending snapshot emails, reports, and alerts to the right person.
- Supporting owner-based reporting and dashboards.
- Enabling account filtering and segmentation by owner.
- Helping sales and marketing teams identify ownership across target accounts.
By associating accounts with a specific owner, Demandbase can provide more relevant information and automate actions based on account responsibility.
Access UAO Information
From the left navigation bar, go to Settings > User Management > Unique Account Owners.
Important: You must have Admin privileges or be assigned to a permission set with the required Demandbase settings access.
The table shows the email, name, and the number of accounts for each unique owner.
Best Practices
When possible, use email addresses rather than names to identify account owners. Email addresses support additional Demandbase functionality, including:
- Snapshot emails
- Subscriptions
- Auto-Create Account Lists
- Alerts and notifications
Using consistent ownership data helps ensure insights, reports, and automated workflows reach the correct people.