How does Demandbase determine an account's Journey Stage?
Demandbase evaluates accounts against Journey Stage selector criteria whenever accounts are updated, uploaded, or imported.
Demandbase evaluates stages from bottom to top, starting with the last stage in the Journey Funnel. For example, with standard Journey Stages, Demandbase checks whether an account qualifies for the Customer stage, then the Opportunity stage, and continues until it finds a match.
If an account doesn't meet the criteria for any stage, Demandbase assigns it to the All Other stage.
What is an MQA?
An MQA (Marketing Qualified Account) is a highly engaged account that meets the criteria for sales prioritization. Accounts in the MQA stage are typically ready for sales outreach.
What is the All Other stage?
The All Other stage includes accounts that don't meet the selector criteria for any other Journey Stage.
Why can't I edit the selector criteria for the All Other stage?
The All Other stage automatically includes accounts that don't qualify for any other Journey Stage. Its selector criteria cannot be edited to ensure that every account is assigned to a stage.
Why should I hide Journey Stages in Analytics?
Hiding Journey Stages reduces clutter and helps users focus on the stages most relevant to their analysis.
For example, you can hide the Recycled stage if you don't need to track its progression in Journey Insights.
See Edit and Publish Journey Stages.
How can I view hidden Journey Stages in Analytics?
In Journey Insights, enable Include hidden stages in the Journey Stage Progression Chart to display stages hidden in Journey Stage settings.
Can an account move directly from All Other to Aware?
Yes. Accounts can skip Journey Stages based on the configured selector criteria.
For example, if the Aware stage includes accounts with a Qualification Score of 30 or higher, an account in All Other can move directly to Aware when it meets that requirement.
Do accounts always progress through Journey Stages in order?
No. Accounts can skip stages or move backward based on changes in their engagement and the configured selector criteria.
For example, an account can move to a later stage when engagement increases or return to an earlier stage when engagement decreases. Accounts can also move to the Recycled stage if they meet its criteria.
Can I configure different Journey Stages for different Account Lists?
No. Journey Stage configurations apply to all accounts and Account Lists within a Journey.
If your organization needs different Journey Stages for multiple business units, consider the Multiple Journeys add-on.
See Understanding Multiple Journeys or contact your Demandbase Account Team for more information.
How can I analyze Journey Stage performance?
Use Journey Insights to analyze account distribution, progression, and performance across Journey Stages.
The Journey Stage Progression Chart helps you identify where accounts advance or stall in the Journey Funnel.