Tiering accounts involves dividing the account list into three groups: top, middle, and bottom.
The top tier is typically comprised of the company’s largest customers who will be given special attention and have their needs addressed first. The middle tier includes more valuable customers who aren’t as big of an account but should still receive regular contact from the company.
The bottom tier includes smaller accounts that aren’t as important and may not receive any contact from the company, unless they show interest in moving up to a higher level by reaching out or being referred by another customer.
Marketers can then create customized messages and offers for each targeted account or tier of accounts, as opposed to one-size-fits-all communication strategies. Tiering accounts in this way allows marketers to determine where to focus more of their efforts and resources.