Use Case: Measure the impact of your ABM efforts
Once you’ve customized your Journey Stages funnel, you’re ready to pursue the main use case of Journey Stages: measuring the impact of your account-based marketing efforts on your Target Account List.
The first use case we recommend is to leverage the Single Date View for the Current Date in the upper right-hand corner to see the distribution of your Target Accounts across their Journey Stages to help inform your Account-based Marketing Strategy.
After your Account-based engagement programs inside and outside of RollWorks have started we then recommend that you return back to Journey Stages once a month to view the progression of your accounts over time.
Best Practice: Customize your Stages to match your sales cycle
These are some of the most common stage customizations we’ve heard from customers using Account Journey Stages that might be helpful when determining how to organize your own:
- Adding in OR conditions for Unaware, Aware, and Engaged based on activity besides website visits from Salesforce, Marketo, and HubSpot. For example Email Open or Email Reply.
- Updating the Sales Pipeline stages to only be New opportunities by filtering out Upsell and Renewal opportunities.
- For SalesForce CRM customers, Updating the Won Opportunity stage to be a Current Customer definition based on a custom field on the Salesforce Account object.
- Breaking out the Sales Pipeline stages into each individual sales pipeline stage.
- Adding Stages beyond Won Opportunity for Upselling and Renewals.
Best Practice: Use Target Account Lists vs Account Groups
When using the comparison feature of Journey Stages in order to see the progression of accounts over time, accounts must be shared between the two dates. That means the more your list changes between the two dates the more accounts that will be excluded.
For that reason, we recommend leveraging Target Account Lists for your broader groups of Target Accounts perhaps by Sales Team, vertical, or product line within your business, and then leverage Account Groups as the audiences within those Target Account Lists you leverage for activation within RollWorks. Your first approach should be to utilize the Target Account List within Journey Stages.