Account Lists in Adobe Journey Optimizer B2B Edition

In the B2B marketing world, precise targeting is the cornerstone of a successful campaign. Adobe Journey Optimizer B2B Edition (AJO B2B) empowers marketers with tools to create sophisticated, personalized experiences for buying groups and named accounts. One of its key features is Account Lists—a robust mechanism that allows marketers to group, segment, and act on strategic accounts using dynamic or static filters.

This article provides a comprehensive breakdown of Account Lists: what they are, how they work, and how to create and manage them for effective journey orchestration.

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🔍 What is an Account List?

An Account List in Adobe Journey Optimizer B2B is a curated set of named accounts that marketers can use to deliver targeted experiences within customer journeys. These lists help segment accounts based on shared characteristics such as industry, revenue, region, and company size.

Account List Use Cases:

• Targeting high-value accounts for ABM (Account-Based Marketing)
• Building nurture journeys for industry-specific segments
• Dynamically engaging accounts based on real-time data changes

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🧩 Types of Account Lists

AJO B2B supports two types of account lists:

1. Static Account Lists

• Manually built or populated using filters at a single point in time.
• Accounts are only added or removed via manual actions or through account journeys.
• Does not automatically update if account attributes change.

2. Dynamic Account Lists

• Created by setting up filter rules based on account attributes and behaviors.
• Automatically updated as accounts meet (or no longer meet) the defined criteria.
• Functionally similar to audience segmentation in Real-time CDP (RTCDP).

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🛠 How to Create and Manage Account Lists

🔧 Step 1: Access the Account List Section

• From the AJO B2B interface, navigate to the Accounts > Account Lists panel in the left navigation.

📋 Step 2: Create an Account List

1. Click Create account list.
2. Enter a Name (required) and an optional Description.
3. Select a Type: Static or Dynamic.
4. Click Create.

📥 Step 3: Add Accounts

For Static Lists:

• Add accounts manually using filters.
• Can remain empty initially and be populated later via account journeys.

For Dynamic Lists:

• You must configure filter logic immediately using the Add accounts by filter panel.
• Filter categories are nested and searchable.
• Combine multiple filters using AND/OR logic (Match all or Match any conditions).

✅ Example:

Create a list of accounts where:

• Industry = Healthcare
• Revenue > $100M

⏳ Step 4: Populate the Account List

• Click Populate accounts after defining filter criteria.
• Processing may take up to 2 hours, depending on database size and filter complexity.

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🚀 Publishing an Account List

Once your list is ready:

1. Click Publish at the top-right corner of the account list page.
2. Confirm the action in the dialog box.

📌 Once published, the status becomes Live, making the list available for:

• Use in Account Journeys (e.g., add/remove account from journey)
• Integration with Marketo Engage Programs

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⚠️ Important Notes

• Data Dependency: Account lists rely on account data synchronized from Marketo Engage.
  If an Experience Platform account segment isn’t synced to Marketo Engage, those accounts won’t appear in AJO B2B Account Lists—even if they exist in RTCDP.
• Person Membership Counts: People (individual leads or contacts) tied to those non-synced accounts also won’t be included in membership metrics or used in trigger events.

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📊 Exploring Account Lists: Interface Overview

On the Account Lists screen, you can:

• Search by account list Name
• View columns such as:
  • Status (Draft, Live)
  • Type (Static, Dynamic)
  • Last Updated On / By
  • Created On / By

Customize the view using the Column Settings icon to select which data points to display.

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🔁 Modify or Update Account Lists

• Static Lists: You can reapply filters even after publishing.
• Dynamic Lists: The list will continually auto-update as account data changes.

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✨ When to Use Which List Type

Use Case	Choose Static If…	Choose Dynamic If…
You want manual control over account selection	✅	❌
You want lists to update based on real-time data	❌	✅
You plan to build the list gradually via journey steps	✅	❌
You need a “set it and forget it” automation	❌	✅

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✅ Summary

Account Lists are a fundamental feature in Adobe Journey Optimizer B2B Edition, bridging powerful account segmentation with real-time journey orchestration. Whether you’re working with hand-picked high-value accounts or automating at scale using dynamic logic, Account Lists enable you to:

• Target the right accounts
• Orchestrate meaningful journeys
• Leverage data across Marketo Engage and AJO B2B

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