1 Reply Latest reply on Apr 29, 2018 10:59 PM by Grégoire Michel

    Account Record Types for B2B database segmentation

    Sean Richards

      I am writing to the community on this architentual issue, hoping some one has some ideas that could help.

       

      First off, worth noting that we bring all contacts/leads into Marketo to run communications across our whole customer journey.

       

      When I designed our SF instance I decided to use Record Types to handle the following Account types:

       

      • Suspect
        • These are holding places for account information. We might know demographic information about the account, but have zero contacts/leads. Think of them as bonus information that might be useful in prospecting.
        • Contacts should never exist under a Suspect Account and should be entered as Leads.
        • It is perfectly acceptable to have Leads that match a Suspect Account.
        • Does not have an oppty.
        • NEVER work a Suspect account, work the Lead.
      • Customer
        • An active customer
      • Lost Customer
        • Was once a Schoolbox customer but has since churned
      • Prospect
        • Qualified Leads are converted into Prospects with an Opportunity.
        • Prospects will be worked by reps through the Oppty stages
      • Prospect Re-engage
        • An account that was once a prospect and now requires re-engaging.
        • If we update the Oppty stage to Dead Lost, the account should change from Prospect to Prospect Re-engage.
        • Contacts under a Prospect Re-engage record will be treated and marketed to as nurtured contacts (just like leads)
      • Government
        • A Government department
      • Association
        • Industry Associations, Bodies or groups. e.g. ASBA, Catholic Diocese, Independent Schools Victoria
      • Partner
        • Partner companies
      • Supplier
        • A company that we do trade with that supplies us with goods and services.
      • Tertiary / Higher-Ed
        • University, TAFE, Tertiary Education, Higher Education. Not our target market
      • Vendor
        • A company that exists, that is neither a supplier or partner, nor any other type.
      • Competitor
        • A company we consider a direct competitor to Schoolbox



      The benefits of record types is that they have page layout control and other configuration per type, but I can tell I’ve over done it.
      Association + Government and Supplier+vendor are the same layouts, and yet have different record types.

       

      Therefore, I am trying to seek input on how other B2B companies have handled this categorisation.

       

      In our case we sell to schools, but also sometimes sell to a group buyer like a body that represents a group of schools.

       

      Therefore, I am thinking we could reduce the record types to the following:

      • School
        • Add a “Lifecycle status”
          • Suspect
          • Prospect
          • Prospect Re-engage
          • Lost Customer
      • Enterprise
        • Add a “Sub-type category”
          • Association
          • Government
          • Group Buyer
        • Add a “Lifecycle status”
          • Suspect
          • Prospect
          • Prospect Re-engage
          • Lost Customer
      • Partner
      • Vendor
        • Is Supplier moved to checkbox
        • Is Tertiary is a checkbox
      • Competitor

       

      The other option is to have no record types on Account.

       

      If you manage/have managed a B2B instance, can you please share how you dealt with this?

       

      Any input is greatly appreciated.

       

      Thanks!

      Sean