Managing one's B-to-B customer database is an important, but complex, task. Sure, individuals place orders - but that's really where the comparisons to B-to-C customer relationship management end. B-to-B customer accounts need to accommodate information at multiple levels: the individual contact, the site or building, and, occasionally, even the institution. In this intensive session designed specifically for database marketing managers at B-to-B and hybrid multichannel firms, we will offer concrete advice regarding preferred customer account architecture and maintenance, as well as real-life applications of our recommendations.