Journey Stages analyze an account's activities throughout their ABM journey. They represent the progression of the account over time, including the steps by which they progress from prospects to customers, such as: No Engagement, Intent, Aware, Engaged, MQA, SQL Opportunity, Pipeline Opportunity, Customer, Customer Engaged, Expansion Opportunity, Expansion Won, and so forth.
How Journey Stages Are Defined
Configurable journeys are defined by two things:
- Stage Criteria
- Stage Order
The journey stage criteria is defined using Selectors.
The Account Journey Builder uses the stage order to decide which account should be in which stage.
When deciding which journey stage an account should belong to, Demandbase evaluates each of the stages starting with the highest order and going to the lowest. An account can only belong to one stage at a time.
Access the Account Journey Builder from the left navigation bar, at Settings > Journey > Account Journey Builder.
Best practices for changing Journey Stages
Perform minor tweaks (for example, changing the threshold for becoming MQA) to Journey Stage selectors as needed (maybe once per quarter), but do not rebuild journey history after minor tweaks.
Perform major rework of Journey Stages rarely (maybe once every two years), in conjunction with a re-examination of how prospects and customers are segmented when going to market. Rebuild journey history if a significant change in the meanings of stages has occurred. (See Rebuild Account Journey History.)
Demandbase Out-of-the-Box Journey Stages
This section outlines the out-of-the-box Journey stages.
- All Other
Accounts that are not showing engagement and don’t qualify for any other stage.
Accounts with a Qualification Score greater than or equal to 70.
Accounts with a high intent strength in the last 30 days.
Accounts with greater than or equal to 10 Engagement Minutes in the past 3 months.
- MQA (Marketing Qualified Accounts)
Accounts with a Pipeline Predict Score greater than or equal to 85 percent, or marketing Engagement Minutes greater than or equal to 100 in the past 3 months.
Accounts with at least one open opportunity.
Active customer accounts with at least one closed won opportunity.