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 communication 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>"

Select your account audience that you created in the Lead Generation exercise to start the journey (High-Value, Engaged, Retail Accounts)

Select Add Audience

Add a Split Paths node and select the Split paths by Accounts radio button

We want to create two paths for different market regions

Region - Switzerland

Region - United Kingdom

Change the label of Path 1 to Region: Switzerland

Select Apply Condition

From the list of filter attributes, select the Country attribute, and drag this onto the canvas to create the condition.

Change the filter logic to be: Country is CH

Click Done

Select + Add Path to add a new Path 2

Change the label of Path 2 to Region: United Kingdom

Change the filter logic to be: Country is GB

Click Done

Split paths again at the Region: United Kingdom node and select the People radio button.

Name the first path Influencers and click Apply condition.

Select the Special Filter condition Member of Buying Group and select:

Member of buying Group: true

Solution Interest: SupplyIQ

+ Add Constraint > Select Role: Influencer

Refine the target by applying a preferred language is English filter

Click Done

Switch the Other people toggle to on and label the path Other Roles

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 (or our CRM solution).

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

Select the People radio button in the modal to target individuals

Select the Send email action from the Action on People dropdown

Select + Create email

Select Create new email, name it [your name] - Event Invitation Email

Add the Subject line You're invited!

Click Create

In the Email Editor, select Edit email content

From the Saved templates, select [Template] - Event Invitation Email

Click Use this template.

Let's add some Conditional content to the email, so that Managers receiving the email will see manager study content.

Select the 2:2 column content block under the Register button.

Select to Enable conditional content

Click Select condition next to Variant - 1 in the left hand panel

Select + Create new > Person Condition

Drag the Job Title attribute onto the canvas. Set the condition to is Manager

Name the condition [your name] - Job Title is Manager

Click Save.

Check the condition you just created. Click Select.

With your variant selected, you can edit the content block. Change the text, image and CTA in the block to something like:

Close the email editor, click Save & close. Click the back button to return to the journey canvas

Your journey should look like:

Add a Take an Action node to the Other Roles path.

Select Add to external customer audience

Create a new external customer audience

Create a new external audience and name it HV Retail Decision Makers and Practitioners - {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 Web Webpagedetails Page Views event. Click the Edit event button.

Set the constraint to URL contains cybersecuritySolutions. Click Done

Add a Timeout of 7 days to our event

Add a Take an Action node to the Listened to event path.

Select the Accounts radio button

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 Add to external customer audience action from the dropdown.

Select existing audience, Profiles that didn't react - Supply IQ Nurture

Your final journey should look like: