Journey Events Use Cases and Best Practices

 

Best Practices:

  • Ensure your Salesforce, HubSpot, Marketo, and/or G2 are integrated. This will allow you to use data that exists in these systems to build a holistic cross-channel view into your account’s journey.
  • Utilize high touch point accounts to understand which events you should invest more resources in and which ones you should modify or discontinue.
  • Share journey events data with your sales team to provide an engagement measurement for account discovery and prioritization.

Use Cases

Understand activity impact

  • The first use case we recommend is to use Journey Events to help both marketing and sales understand their touchpoints’ impact on their accounts through the buying journey.
  • Journey Events pulls all external activities into Rollworks and maps them to their associated accounts and layers on stage data. All of this is combined into a single visualization so you can measure what activities are progressing accounts throughout the customer journey and which ones are not.

Refining ABM efficiency

  • The second way we recommend using Journey Events is to highlight areas of improvement in your ABM program.  
  • Journey Events does this by showing which activities align with changes in account engagement as well as account movement through the stages of the buying journey, allowing you to adjust activities that aren’t having the desired impact.  With this information, you can refine their ABM strategy and improve the efficiency of their spend.

Align Marketing and Sales

  • Lastly, it is recommended to use journey events to provide sales both engagement and journey stage information that can be utilized during the sales cycle and tailor the approach for each account.
  • Journey Events consolidates all activities into a single visualization where all of an account’s activities are mapped to changes in Journey Stages so sales and marketing can have up to date information on how their accounts are moving along the buying journey.
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