RollWorks Account Journey Stages: How to Use Journey Stages and Best Practices

How to Use Journey Stages

The first use case we recommend is to leverage the Single Date View for the Current Date in the upper left hand corner to see the distribution of your Target Accounts across their Journey Stages to help inform your Account-based Marketing Strategy

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After beginning to run your Account-based Engagement Programs inside and outside of RollWorks we then recommend you return back to Journey Stages once a month to view the progression of your accounts over time.

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Best Practices and Frequently Asked Questions

Stage Customization

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:

  1. 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.
  2. Updating the Sales Pipeline stages to only be New opportunities by filtering out Upsell and Renewal opportunities.
  3. Updating the Won Opportunity stage to be a Current Customer definition based on a custom field on the Salesforce Account object.
  4. Breaking out the Sales Pipeline stages into each individual sales pipeline stage.
  5. Adding Stages beyond Won Opportunity for Upselling and Renewals.

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. Then your first approach should be utilize the Target Account List within Journey Stages.

 

What data sources are available to use in Journey Stages?

To start, RollWorks will offer RollWorks Website Data, RollWorks Advertising Data, Salesforce Account data and Salesforce Opportunity data. Over the coming months, that will grow to include Salesforce Activity, HubSpot Activity, HubSpot Deals, Marketo Activity, and custom data sources.

 

How can accounts regress on a TAL? How can an account become “unaware” of my brand or company? I understand that an account can become less or more engaged with my company but how can they become unaware?  How can an won opportunity regress? 

An account can regress on a TAL by no longer meeting the conditions of the stage it is in. In the first example, perhaps you’re interpreting the term unaware too literally. What it means here is that the account went from having at least 1 person visit your website in the last 30 days to having no one from the company visit your website in the last 30 days. 

 

Is intent data available for stage definitions? e.g. "Unaware AND Intent/in-market" ? 

Intent data is not available for stage definitions to start because Intent is a filter, like Fit, that could be layered on the accounts in any stage as an additional attribute for prioritization.

 

How can I leverage the accounts in a Journey Stage to define an Account Group?

  • Step 1: In Journey stages, export each stage that you care about for a given Account List
  • Step 2: Remove all columns from the CSV exports except the domain column. 
  • Step 3: Remove Domain header
  • Step 4: Click into Account List in question
  • Step 5: Navigate to "Edit List Logic" Groups
  • Step 6: Add an "OR" statement and upload a CSV for each Stage
  • Step 7: Click continue and when creating account groups, use the same OR logic with the same CSV upload to add those accounts into a dedicated Account Group
  • Step 8: Use the Account Groups for Account Targeting Playbooks within RollWorks

How should I use Journey Stages vs the Campaign Analytics dashboard?

Journey Stages is used to compare progression of accounts on a Target Account List regardless of what programs or advertising efforts have been activated against that Target Account List.  

The Campaign Analytics dashboard goal is to specifically showcase the influence of RollWorks advertising on accounts in a Target Account List.  The campaign analytics dash tells you the % of the TAL reached by advertising, % of TAL that was shown ads and then visited the advertiser website etc.

 

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