Understanding Journey Insights

  • Updated

Journey Insights helps revenue teams understand how accounts move through the funnel and what factors influence progression across each stage. It gives teams a unified, real-time view of account movement, engagement signals, buying group participation, and funnel performance without requiring manual analysis across multiple systems.

You can also use Demandbase AI to ask natural language questions about journey stage progression and receive AI-powered insights and recommendations within seconds.

Key Benefits

Journey Insights helps:

  • Understand why accounts progress through the funnel or remain stuck in a stage.
  • Identify gaps in buying groups by highlighting missing personas that may prevent progression.
  • Understand which channels, campaigns, activities, and personas influence account progression.
  • Compare funnel performance across journeys, account lists, and date ranges.
  • Ask natural language questions and receive AI-powered recommendations for next best actions.

Prerequisites

Access Journey Insights

From the left navigation bar, go to Analytics.jpg Analytics > Insights > Journey Insights.

Journey Insights Filters

Use top filters to analyze journey stage progression by:

  • Journey funnel (see Understanding Multiple Journeys)
  • Buying group
  • Account list
  • Date range
  • Filter Agent: Using natural language, describe the filter you want to apply.

Access Demandbase AI Chat

Access Demandbase AI Chat from the following areas:

Journey Insights Prompt Examples

Category Prompt Examples
Pipeline Stalls and Progression Risk
  • Diagnose why pipeline accounts are stalled or not progressing across stages. Analyze velocity anomalies, stalled account indicators, engagement signal decay, buying group gaps, and activity shortfalls to identify root causes and recommend corrective actions.
  • Compare signal readiness for accounts likely to progress within their current stage. Identify which accounts are closest to the historical progression threshold.
  • Identify patterns where high engagement accounts still show low predictive scores. Determine whether the issue relates to buying group coverage, intent signals, qualification gaps, or scoring gaps.
  • Identify industries where intent scores remain high but engagement remains low. Recommend activation strategies for these silent researcher accounts.
Engagement and Activity Analysis
  • Review how engagement depth differs between fast-moving accounts and stalled accounts. Identify the engagement threshold associated with rapid progression.
  • Identify which activity combinations and engagement patterns correlate with the highest positive momentum across likely pipeline accounts.
  • Analyze which activities drive the strongest stage progression across the customer journey.
  • Compare engagement patterns between progressing accounts and stalled accounts by stage, activity type, and persona participation.
Buying Group and Persona Analysis
  • Assess how buying group gaps differ between accounts with high versus moderate pipeline likelihood.
  • Compare buying group completeness between accounts that progressed stages within the last 30 days and accounts that remained static.
  • Measure the impact of missing Executive or Decision Maker personas on conversion from Discovery to Proposal within [Target Industry].
  • Identify which personas most strongly correlate with stage progression and pipeline movement.
Intent and Signal Analysis
  • Cross-reference third-party intent signals with journey stage transitions. Identify the intent topics most strongly associated with account movement.
  • Determine which intent topics matter most at different stages of the customer journey.
  • Identify industries with strong intent but weak engagement and recommend outreach or campaign strategies.
  • Analyze which intent signals, engagement signals, and buying group signals most strongly predict stage progression.
Funnel and Journey Performance
  • Analyze which stages contain the highest number of stalled accounts and identify the most common causes.
  • Compare journey stage conversion rates across account lists, industries, and date ranges.
  • Identify which journey stages show the greatest drop in engagement, buying group completeness, or account velocity.
  • Compare accounts that progressed versus accounts that stagnated to identify the strongest movement indicators.
Content, Campaign, and Channel Analysis
  • Identify which content themes and campaigns contribute most to account progression across stages.
  • Analyze which channels and engagement sources drive the strongest lift in stage conversion.
  • Compare ad-exposed versus non-ad-exposed accounts on journey progression and velocity.
  • Identify content gaps where existing campaigns fail to address high-lift intent topics or engagement patterns.

Journey Stage Progression Chart

The Journey Stage Progression chart shows a funnel view of account distribution and performance across each stage and helps identify where account progression stalls.

Tip: Clicking on the chart updates the data in the accounts table.

View by Journey Stage Type

You can adjust the chart view by clicking on the following journey stage types:

  • 4 designated stages: Advertising funnel designations (view account progression based on advertising campaign milestones.)
  • Full custom journey: All journey stages.

Journey Stage Metrics

For each stage, you can see the following information:

  • Pipeline: Estimated pipeline value influenced by accounts at this stage.
  • Velocity: Average number of days accounts spent in the stage before moving to a forward stage during the selected date range.
  • Avg Completeness Score: Sum of buying group completeness scores divided by # of accounts.
  • Top Missing Persona

To see comprehensive AI insights for each stage, click Show AI Insights.

KPI Cards

The Journey Insights dashboard shows the following KPI cards for the journey funnel:

  • Overall Conversion: Percentage of accounts that progressed through the selected journey funnel, during the selected date range.
  • All Opportunities: Total amount of all opportunities related to accounts in the selected journey funnel, during the selected date range.
  • Total pipeline: Total amount of pipeline opportunities related to accounts in the selected journey funnel, during the selected date range.
  • Total Accounts: Total number of accounts in the selected journey funnel, during the selected date range.

Compare Account Lists

Compare up to two account lists across different date ranges to evaluate and track journey stage progression over time.

You can see the following overall metrics:

  • Overall Conversion: Journey stage conversion rate.
  • All Opportunities: Total amount of all opportunities.
  • Total Pipeline: Total amount of pipeline opportunities.
  • Total Accounts

Compare Journey Insights with Other Account Lists

  1. Click top Compare time periods.
  2. Select a primary account list and date range.
  3. Select a comparison account list and date range.
  4. (Optional) To see detailed journey stage metrics, go to each stage, and click Compare stage metrics.
  5. (Optional) To exit the comparison view, click Hide comparison.

Export Journey Stage Progression Chart

Customize and download the journey stage progression chart as a PNG image.

  1. Click top Export.
  2. Select a theme:
    • Light
    • Dark
    • Current theme
  3. Select the content you want to include:
    • Journey stage chart
    • Include stage metric sidebar
    • Include KPI summary
  4. Select the metadata you want to include:
    • Include metadata
    • Include applied filters
    • Include export timestamp
  5. Click Download PNG.

Journey Insights Table

The Journey Insights table shows the following data about each accounts:

  • Account Name
  • Journey Stage
  • Pipeline Predict
    Tip: Hover over the pipeline predict score for detailed information.
  • Days in Stage
  • Engagement Points
  • Engaged People Count
  • Buying Group
  • Buying Group Completeness Score
  • Missing Buying Roles

You can also take the following actions from the Journey Insights table:

  • Filter by data: Within a column header, click the filter icon, select the data(s), and click Apply.
  • Sort table: Within a column header, click the sort icon.

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