Account Journey Building

7 min

In this exercise we'll create an account journey targeting your High Value Retail accounts with a nurturing email campaign.

Our journey will:

Regionalize communications based on the account location

Personalize messaging and communciation channel based on role within the buying group

Listen for follow up activity on the website and update the buying group status accordingly

The final journey will look like this:

From the menu, select "Account Journeys" on the left navigation bar and click "Create Account Journey".

Name your journey "High Value Retail - Supply IQ Nurture - <your initials>" and click to Create

Select the High-Value, Engage, Retail Accounts audience to start the journey

Add a Split Paths node and select the Account audience radio button

Create two paths for different market regions

HQ - North America

HQ - APAC

Add the filter Country to each path condition and add the following country codes to their corresponding region

North America: USA, CA, MX

APAC: JPN, CHN

Split paths again for the North America branch and select the People Audience radio button.

Name the first path Influencers and click Apply condition option. Select the Special Filter condition Member of Buying Group and select:

Member of buying Group: true

Solution Interest: SupplyIQ

Role: Influencer

Flip the Other people toggle

Open the split by clicking on the arrow and add a Take an Action node to the new Influencers path and the Other Role Path.

We're going to send the influencers a personalized email - but we'll send the other roles to an external customer audience for targeting on Paid and/or Social Media sites like LinkedIn.

Add an Add to external customer audience node to the Other Role path. Create a new external audience and name it HV Retail Decision Makers and Practitioners - {your initials}.

Return to the action for Influencers and select the Send email action

You can choose to create a new email or you can duplicate an existing Email. For now, duplicate existing email Bridging the C-Suite Disconnect and rename it Bridging the C-Suite Disconnect - <your initials>

Next we want to see who reacts to our email and if they visit our landing page or take specific actions we will promote the buying group to a new stage. Add the Listen for an event action to the merged path.

Select the People event type radio button and select the Visits Web Page event. Click the Edit event button.

Select the Name constraint, change the operator to contains, and add SupplyIQ - Home as the web page name.

Add a Timeout of 7 days to our event

Add a Take an Action node to the Listened to event path. Select the Account radio button and select the Update Buying Group Status action from the dropdown. Select the SupplyIQ solution interest and enter the status Engaged.

Add a Take an Action node to the Timeout path. Select the People radio button, select the action Add to external customer audience, and select the Select existing radio button and choose the Profiles that didn't react audience from the list