Journey Stages Guide

What is Journey Stages

Journey Stages is a RollWorks feature that allows you to track the progression of the accounts in your Account Lists along their buying journey to justify your investment. You can then use the accounts within a specific Journey Stage as your audience for your RollWorks advertising campaigns and playbooks to drive pipeline progression.

Out of the box, you will find 5 default stages: unaware, aware, engaged, open opportunity/deal, and won opportunity/deal. You can customize these 5 default stages by changing their definition, changing the order of the stages in your funnel, and adding new stages that make sense for your business.

Below is an example of customized journey stages, expanded from the 5 default stages to 8 stages including top of the funnel, customer acquisition sales process, and renewals. The sky is the limit.

Who can access

Journey Stages is available at no additional cost to all RollWorks customers with a paid package: Starter, Standard, Professional, and Ultimate.

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.

Journey Stages feature	Starter	Standard, Professional & Ultimate
Customize Stage definitions	✅	✅
Change Stage order	✅	✅
Add new Stages, delete, and clone Stages	❌	✅
Use Stages to create Account Groups	✅	✅
Export Accounts on a Stage	✅	✅

Some features may require additional integrations:

• Using the Salesforce-based stages 'Open Opportunity' and 'Won Opportunity', and defining stages with Salesforce data requires completing the Salesforce integration.
• Using the HubSpot-based stages 'Open Deal' and 'Won Deal', and defining stages with HubSpot data requires completing the HubSpot integration.
• Customizing the default stages with your own G2 buyer intent data requires completing the G2 Integration.

 

Default Journey Stages

By default, we will set up the following 5 Journeys Stages using very simple criteria to define each of them. Journey Stages should be customized to your own unique criteria and customer cycle.

Journey Stage Name	Default Value	Customizable?
Unaware	Page Views ≥ 0 in the last 30 days Based on website engagement data from Accounts.	✅
Aware	Page Views ≥ 1 in the last 30 days Based on website engagement data from Accounts.	✅
Engaged	Page Views ≥ 3 in the last 30 days Based on website engagement data from Accounts	✅
Open Opportunity/ Open Deal	Salesforce Opportunity Closed = FalseHubSpot Deal Is Deal Closed? = False Requires the Salesforce Integration or the HubSpot Integration.	✅
Won Opportunity/ Won Deal	Salesforce Opportunity Won = TrueHubSpot Deal Is Closed Won? = True Requires the Salesforce Integration or the HubSpot Integration.

 

Which accounts appear on Journey Stages

1. An Account must be part of an existing Account List to appear under Journey Stages. If you do not see a specific account in Journey Stages the most common reason is that you haven't added that Account to any of your Account Lists.
2.  If the same Account meets the criteria for two or more Journey Stages: the account will be added to the stage closer to the bottom of your funnel. The stages at the bottom of your funnel are closer to conversion and further down the sales pipeline. Learn more about Journey Stages Best Practices here.
3. If an Account doesn't meet the criteria for any Journey Stage:
   • The account will not be added to any stage.
   • In your CRM Account Record (Salesforce or HubSpot) the Journey Stage field will be blank. 
   • In the RollWorks platform, we will flag Accounts excluded as follows:

•  

 

View account progression

Before beginning to use Journey Stages, there are a few required onboarding steps:

• • • Install the Pixel.
    • Create at least one Account List using the RollWorks Account List Builder.
    • Integrate your CRM with RollWorks, either Salesforce or HubSpot. 
    • (Optional) Integrate your Marketing Automation Platform with RollWorks, either Marketo or HubSpot.

Once these onboarding steps are complete, you're ready to start using Journey Stages:

Step 1. Log in to RollWorks and go to Account Insights > Journey Stages on the left side navigation panel.

Step 2: Select a specific Account List and Account Group.

Step 3: Select a date to view the distribution of your accounts through Journey Stages on the specific date chosen. 

In the example below you can see how the 479 Accounts included in the Account List 'Tier 1 FitA' were distributed through the Journey Stages on February 1st. This is a point-in-time snapshot of the stage that these accounts were in on February 1st.

Step 4: Add a comparison date to see how your accounts are progressing through your defined journey stages compared to a previous point in time.

By adding a comparison date the Journey Stages dashboard will show the following insights based on the comparison between the 2 dates selected:

Account Progression
Total	The total number of accounts in any stage on both selected dates. If an account is removed from an Account List on the dates selected, it will not be included in the comparison on Journey Stages.
Progressed	The number of accounts that move forward in your journey stage funnel between both dates.
Regressed	The number of accounts that moved backward in your journey stage funnel between both dates.
Unchanged	The number of accounts that did not move in your journey stage funnel between both dates.

In the example above you can see how the 479 Accounts included in the Account List named 'Tier 1 FitA' on both selected dates were distributed through the Journey Stages on January 1st compared to February 1st. The account progression is calculated based on the changes in the stage distribution of your accounts between the 2 dates selected.

 

Customize Journey Stages

You should customize the default Journey Stages by editing the criteria that define each stage using your own CRM and MAP data in combination with RollWorks engagement data. Depending on your package you can also add more stages to expand the funnel beyond customer acquisition into customer renewal, or to break down your Opportunity Won stage into the stages of your own sales process. Below is a good example of Journey Stage customization.

• If you have a RollWorks Starter package you can customize the five default stages to match your own customer buying journey, but you cannot add new stages
• If you have a RollWorks Standard, Professional, or Ultimate package then the sky's the limit. you can customize and add as many new stages as needed.

By default, there are 5 Journey Stages pre-defined for you in your RollWorks account:

Stage	Default Value	Customizable?	Notes
Unaware	Page Views ≥ 0 in the last 30 days	✅	Based on website engagement data from Accounts.
Aware	Page Views ≥ 1 in the last 30 days	✅	Based on website engagement data from Accounts.
Engaged	Page Views ≥ 3 in the last 30 days	✅	Based on website engagement data from Accounts.
Open Opportunity OR Open Deal	Salesforce Opportunity Closed = False HubSpot Deal Is Deal Closed? = False	✅	Based on the Salesforce Opportunity object or HubSpot Deal object. Requires the Salesforce Integration or the HubSpot Integration.
Won Opportunity OR Won Deal	Salesforce Opportunity Won = True HubSpot Deal Is Closed Won? = True	✅

Follow the steps below to customize your existing Journey Stages:

Step 1: Navigating to Account Insights > Journey Stages, you select Customize Stages.

Step 2: Click on a Stage to edit its definition to match your own customer buying journey and sales cycle.

Step 3: Combine the data sources available using "AND" and "OR" to customize your own definition of each Journey Stage.

 

Logic Function	When to use
AND	Use it when adding multiple data sources within the same block. All the conditions must be met for an account to be under this Journey Stage.
OR	Use it when: Combining multiple blocks into your logic. Selecting multiple values within one filter. When either condition is met the account will be under this Journey Stage.

Once you’ve customized your Journey Stages funnel, you’re ready to pursue the main use cases of Journey Stages: measuring the impact of your account-based marketing efforts on your Target Account List.

 

Data Sources available to customize Journey Stages

Data Sources	Attributes available	Example
RollWorks Website Data	Page Views  Unique Visitors Conversions URL Visited
RollWorks Advertising Data	Ad Impressions Ad Clicks
RollWorks Intent Data	❌  Not available to customize Journey Stages Learn more here.
HubSpot	HubSpot Deal fields. HubSpot Company fields. HubSpot Engagement fields. Requires a HubSpot Integration with RollWorks. Attributes available to you will vary based on your own HubSpot fields.
Salesforce	Salesforce Account fields. Salesforce Opportunity fields Salesforce Activity fields. Requires a Salesforce Integration with RollWorks. Attributes available to you will vary based on your own Salesforce fields.
Marketo	Marketo Activity Requires a Marketo Integration with RollWorks. Attributes available to you will vary based on your own Salesforce fields.
G2 Buyer Intent	Category views Comparisons Alternative Views Profile Views Requires a G2 Integration with RollWorks. Attributes available to you will vary depending on your G2 subscription.

 

Custom Journey Stage: Sales Ready

Customize the default Engaged Journey Stage based on your company's definition of Engaged.

Create a new stage that exhibits ready-to-buy engagement signals based on your criteria that signifies that the account is raising its hand and ready to buy.

 

Custom Journey Stage: Lead Routed

In this 3-minute video, we will go over how to add a new journey stage to your funnel that signals when a lead has been assigned to an account in your CRM and routed to an SDR/Sales rep to work on.

 

Lookback period

The lookback period used to define your journey stages can be customized by changing the logic that defines each individual stage.

For Aware, Unaware, and Engaged stages:

• These default stages are defined by RollWorks website activity during a lookback period of 30 days.
• To change the lookback period click the stage you want to edit.
• Click the dropdown within the last 30 days and select your desired lookback period (7, 14, 30, 60, or 90 days).
• Click Done and click Next.

For Open Opportunity and Won Opportunity stages:

• The Open Opportunity and Won Opportunity stages are based on a point-in-time metric Opportunity Closed = False and Opportunity Won = True
• These stages are not defined by a lookback window, they are defined by whether or not an Opportunity exists for the date you selected.

 

Change Journey Stages order

In addition to customizing the logic that defines each stage, you can change the order of your stages to match your customer buying journey and sales cycle.

To change the order of your Stages, simply drag and drop the stage tile to the desired position.

If the same account meets the criteria for multiple stages, the account will be added to the stage closer to the bottom of your funnel. The stages at the bottom of your funnel are closer to conversion and further down the sales pipeline.

 

Add new Journey Stages

If you have a Standard, Professional, or Ultimate package you will be able to add new stages. This option is not available for customers with a Starter package.

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.

There are 5 default stages ready available for you in your RollWorks account to get you started using Journey Stages. You can customize them and also you can add new stages to mirror your marketing and sales cycle.

Below are some examples of new stages you could add to your Journey Stages:

• Sales Ready: this stage can define the level of engagement of an account with your website that determines they should be contacted by Sales.
• Engaged by Sales: this stage can define accounts that are actively being pursued by your sales team based on your Salesforce activity and records.
• Engaged for Renewal: this stage can define accounts that are actively engaged by your sales or post-sales team to negotiate a renewal based on your Salesforce/HubSpot activity and records.

Learn more about how RollWorks customizes and adds and customizes new stages to drive more opportunities in this Community post.

 

Segment Account Lists using Journey Stages

Account Groups are a useful tool to segment your account lists for prioritization when launching advertising playbooks. If you want to add the Accounts in a specific stage to an Account Group follow the steps below:

• Log in to RollWorks and go to Audiences > Account Lists and click the name of the Account List you want to edit.
• If you do not have any Account Groups yet, click the prompt Group by Journey Stages to create an Account Group for each stage that you have.
• If you already have Account Groups created, you can select the Journey Stage attribute under RollWorks Company Attributes when creating the logic to define your Account Group. Learn more about how to create Account Groups in the Account List Builder help center guide.

 

Journey Stages in your CRM

You can view the RollWorks Journey Stages for your existing Accounts/Companies directly in your CRM. First, you will need to ensure that you complete the integration of one of the following CRMs:

CRM	How to connect this CRM to RollWorks
Salesforce	Salesforce Integration configuration guide.
HubSpot	HubSpot Integration configuration guide.

 

After you complete the integration with one of our supported CRMs, RollWorks will sync over Journey Stage data to your CRM Accounts as follows:

Field Name in Salesforce	Field Name in HubSpot	CRM Sync details
'Journey Stage'	'RollWorks Journey Stage'	Journey Stage will not be pushed to Salesforce in the following scenarios: The Account is no longer on a RollWorks Account List The Account does not meet the criteria of any of your Journey Stages in RollWorks.
'Journey Stage as of Last Update'	'RollWorks Journey Stage as of'	The last time the Journey Stage was updated for this Account record. You should always use Journey Stage as of last update in combination with the Journey Stage field to ensure you are using recent data that is still relevant.

 

To learn what other RollWorks data is synced over to your CRM through our integrations click one of the following Help Center Guides:

• RollWorks data available in Salesforce.
• RollWorks data available in HubSpot.

 

FAQ

Why is a specific Account not showing under my Journey Stages?

In order for an Account to be visible under Journey Stages so that you can track its progression all the following must be true:

• The Account must be part of an existing Account List. If you do not see a specific account in Journey Stages the most common reason is that you may not have added that specific Account to any of your Account Lists.
• The Account must meet the criteria of at least one of your Journey Stages. If a specific Account is part of your Account Lists but doesn't meet the criteria for any of your Journey Stages:
  • • The account will not be added to any Journey Stage.
    • In your CRM (Salesforce or HubSpot) the Journey Stage will be blank.
    • In RollWorks we will flag these accounts as 'excluded' from Journey Stages:

 

Can I customize Journeys Stages with Intent data?

Bombora Company Surge intent and Intent Topics are not available for stage definitions. We recommend that you use Bombora Company Surge intent data when creating your Account Lists or when launching an advertising Playbook instead.

If you have a G2 Pro or Power subscription you will be able to use G2 Intent data to customize Journey Stages.

 

What is the difference between Journey Stages and the Account-Based Advertising Report?

Journey Stages are used to compare the progression of the accounts in an Account List or Account Group regardless of what programs or advertising efforts have been activated against that Account List.  

The Account-Based Advertising Report's goal is to showcase the influence of RollWorks advertising on accounts in an Account List.  The campaign analytics dashboard tells you the % of the Account Lists reached by RollWorks advertising and the % of Account Lists that were shown ads, and then visited your website.