Journey Stages show how accounts progress through their Account Based Marketing (ABM) journey with your company. Each stage represents a level of account qualification, engagement, or sales activity.
For example, an account might progress through Aware > Engaged > Marketing Qualified Account (MQA) > Opportunity > Customer.
Demandbase provides standard Journey Stages that you can customize to align with your company's marketing and sales processes.
To customize Journey Stages, see Edit and Publish Account Journey Stages.
Tip: You can create multiple Journey Funnels to track different account journeys. See Understanding Multiple Journeys.
How Journey Stages Are Defined
Journey Stages are defined by the following:
- Stage Criteria: Each stage uses selector criteria to determine which accounts qualify for the stage.
- Stage Order: JJourney Stages are numbered from top to bottom in the Account Journey Builder. Demandbase evaluates stages in reverse order, from bottom to top, to assign accounts to the most advanced stage they qualify for.
Important: You can configure which Opportunities are included when evaluating Journey Stages. See Understanding Journey Settings.
Demandbase Standard Journey Stages
By default, Demandbase provides the following Journey Stages. You can customize these stages to align with your company's marketing and sales processes.
- All Other: Accounts that don't qualify for any other Journey Stage.
- Qualified: Accounts with a Qualification Score of 70 or higher.
- Aware: Accounts with high intent strength in the last 30 days.
- Engaged: Accounts with 10 or more Engagement Points in the past 3 months.
- MQA (Marketing Qualified Accounts): Accounts with a Pipeline Predict Score of 85% or higher, or 100 or more Marketing Engagement Points in the past 3 months.
- Opportunity: Accounts with at least one open opportunity.
- Customer: Accounts with at least one Closed Won Opportunity.
How Demandbase Assigns Accounts to Journey Stages
Demandbase evaluates Journey Stages from bottom to top of the Journey Funnel, starting with the most advanced stage.
If an account meets the criteria for multiple stages, Demandbase assigns it to the most advanced stage it qualifies for. Each account can belong to only one Journey Stage at a time.
For example, if an account meets the criteria for both Engaged and Opportunity, Demandbase assigns it to Opportunity.
Important:
- An account can belong to only one Journey Stage at a time.
- Accounts don't always progress through Journey Stages sequentially. They can skip stages or move between stages as their qualification, engagement, or sales activity changes. For example, an account might show initial interest, become less engaged, and later move directly to Opportunity when a sales opportunity opens.