Journey Stages helps you to understand how your target accounts are progressing along the buying journey funnel from Unaware to Won Deal, and identify accounts in key stages such as 'Sales Ready' to target them with ads or trigger automations.
Journey Stages key features include:
- Track the progression of your target accounts along the buying journey and identify accounts that are sales ready to hand off to your sales team.
- Customize journey stages using various data sources including website activity, advertising activity, intent signals, and CRM data to map your unique buyer funnel.
- Segment your Account Lists by Journey Stage and target them with cross-channel advertising across the Web, CTV, LinkedIn and Meta.
- Export Journey Stage data to CRM to leverage in reports and automations and display an account's Journey Stage to your Sales team with the CRM Sales Insights Widget.
- Use Journey Stage Filters in the RollWorks Command Center to identify in-market accounts that do not exist in your CRM yet, or that you aren't targeting with ads.
- Use Journey Stage Filters in RollWorks Workflows as your trigger to take an action in Salesforce, HubSpot or Marketo.
Who can access
Journey Stages is available for all RollWorks paid packages. Depending on your package restrictions may apply.
| Your Package | Journey Stages |
|---|---|
| Account Based Advertising | Included - Using RollWorks Website Activity to customize Journey Stages is limited to Ad Driven Page Views only. Learn more here. |
| Account Based Marketing + Advertising | Included |
| Account Based Marketing | Included |
| Starter (Legacy) | Included - Limited to 5 stages only |
| Standard (Legacy) | Included |
| Professional (Legacy) | Included |
| Ultimate (Legacy) | Included |
| Free Tier | Not Included |
Some Journey Stages features require the following integrations:
- Using Salesforce-based stages requires completing the Salesforce integration.
- Using HubSpot-based stages requires completing the HubSpot integration.
- Customizing stages with G2 buyer intent data requires a paid G2 plan and completing the G2 Integration.
Pre-requirements Before you Start
Before using Journey Stages, complete these onboarding steps:
- Install the Pixel.
- Create at least one Account List.
- Integrate your CRM with RollWorks, either Salesforce or HubSpot.
- (Optional) Integrate Marketo with RollWorks.
Default Journey Stages
By default, your RollWorks account will be configured with 5 default stages: unaware, aware, engaged, open opportunity/deal, and won opportunity/deal.
Below are the definitions used for the 5 default stages that you can customize:
| Stage | Default Value | Notes |
|---|---|---|
| Unaware | Page Views* ≥ 0 in the last 30 days |
Based on website engagement data from Accounts. For Account Based Advertising package Page Views are limited to Ad Driven Page Views. Learn more here. |
| Aware | Page Views* ≥ 1 in the last 30 days | |
| Engaged | Page Views* ≥ 3 in the last 30 days | |
|
Open Opportunity 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 Won Deal |
Salesforce Opportunity Won = True HubSpot Deal Is Closed Won? = True |
Customize Journey Stages
We strongly recommend customizing the default stages by changing their definition to match your funnel stages and adding new stages that align with your specific B2B buyer journey:
- Read this article to customize journey stages using RollWorks best practices.
- Read this article for available data sources.
Below is an example of customized journey stages, expanded from the 5 default stages to 8 stages including top of the funnel, customer acquisition, and renewal cycle.
How to track account progression
- Navigate to Insights > Journey Stages, and selecting specific Account List(s) to visualize how many target accounts progressed through the journey stage funnel versus those that regressed (moved up the funnel).
Accounts must be part of an Account List
When using the Journey Stages dashboard, you will see the progression of accounts that are part of your Account Lists. If a specific account is not part of an account list we will not show that account in the journey Stage Dashboard.
If you want to see all accounts in a Journey Stage, regardless if they are not part of an Account List, use the Command Center and create an Account List from the Command Center directly.
- Select one date to view the distribution of your accounts through Journey Stages on the specific date. 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 on this specific date.
- Add a comparison date to see how your accounts are progressing through your defined journey stages compared to a previous point in time.
Comparison Dates aren't Date Ranges
It is important to clarify that when you add a comparison date, you are not simply selecting a date range. Instead, what you are doing is establishing two specific points in time for comparison purposes. Using a Comparison date you are effectively capturing two distinct snapshots of the accounts at different moments in time to evaluate the stage of the accounts at these two specific intervals.
By adding a comparison date the Journey Stages dashboard will show the following insights based on the comparison between the 2 dates selected.
| Metric | Definition |
|---|---|
| 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.
By focusing on these two points in time, you can gain valuable insights into trends, changes, and developments that have occurred between the two dates. This method of comparison can be particularly useful for identifying patterns or shifts in behavior and as a reference point for understanding the evolution of the accounts over time.
Segment your Account Lists by Journey Stage
Account Groups are a useful tool to segment your account lists for prioritization when launching advertising playbooks and campaigns. A common use case is to create an Account group using the custom journey stage Sales Ready and target this audience with cross-channel advertising.
- Log in to RollWorks and go to Audiences > Account Lists.
- Click the name of the Account List you want to segment. Please note that you cannot directly add Journey Stage as a filter in your Account List. First, create an Account Group to apply this filter.
- 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 article.