4. Account Journeys

Once a buying group is outlined, we can build experiences or "Journeys" to take them on. Unlike traditional marketing campaigns, AJO B2B Edition journeys are always on and listening for new people to bring into the experience.

Prerequisites: Before creating journeys, ensure you have created 'Stages', 'Roles templates', and 'Solution Interest' under the Buying groups tab. Also, ensure you have created the Buying Groups. In this case, we have created all of these, and we are ready to create the journeys as per business requirements.

This page is a practical guide on how to run a demonstration that showcases the enhanced capabilities of AJO B2B journeys. The demo will illustrate exploring the existing buying groups and roles, then building account/persona-level journey in AJO, connecting to the existing Marketo lead journey, and updating the Buying Group's stages and statuses as per the engagement.

We can build experiences or "Journeys" to take them on. Unlike traditional marketing campaigns, AJO B2B Edition journeys are always on and listening for new people to bring into the experience.

Additionally, this demo is in line with the Account Orchestration strategy and sales play, except for CJA B2B (as it has not been released). It’s important to note that the demo you are seeing is based on the Walnut demo and script (https://demo.adobe.com/demos/external/ACStrategicPlay.html).

Note: Before testing this existing reference journey or while building a new one as per your requirements, please ensure that you have the data that qualifies for your journey's criteria at each stage. All the accounts transitioning from: SFDC > Marketo > AEP (source connector), are qualified to 'Small Companies' Audience in this reference use case.

Below is the existing live journey we are utilizing in our demo! Feel free to build and test your journeys as per business requirements!

Here we are targeting the Audience 'Small Companies' interested in Bodea-Prod X, and we can split up this audience to create unique experiences for the Accounts and people within.

We are splitting this audience based on the location of the accounts for further journeys.

For all the accounts from Arizona, we split the accounts by people (by Titles) for the Decision Maker.

For Decision Makers, we are sending an email from AJO B2B. This is key because you can now target and customize messaging for different roles as well as both the individual and the group.

We know that delivering the digital experiences needed to maintain great account engagement includes providing the right content to each person in your Account. That can be labor intensive. With Journey Optimizer B2B Edition, you can design highly personalized email experiences using drag-and-drop components, proven templates, or custom HTML, to maximize conversions for your journeys.

The editor allows you to display content and personalize messaging for each buying group member based on their role, account, product interest and more to offer a 1:1 buying experience.

There are also built-in robust generative AI tools to help you develop outstanding email messaging for each buying group role.

Our generative AI tools don’t just help with content creation. Journey Optimizer B2B Edition can assist you in building your content, images, and even preheader directly in the editor so you can quickly design highly personalized experiences while giving marketing the ability to approve content to keep messaging and personalization aligned with brand guidelines.

Note: If you are trying to generate an image using AI, please click on Image settings and enable the Generate images using AI toggle button for the image generation to work! Screen below!

The result is richer, more personalized email experiences that are quick to build and deliver to our audiences whether that be to your buyer group, individuals in the buying group, or across many accounts.

Now wait for the targeted people to respond to emails, and wait for further processing. Anyone who receives the email, the BG stage, and Status will be updated to 'Awareness'. Please refer to the previous Buying Groups section as needed.

Anyone who opens/clicks the email, respective BG stage, and status will be updated to 'Interest'/'Consideration', respectively! Also, sales get an alert regarding the BG's stage and status for further sales rep action as needed!

We can check to see which accounts within our targeted accounts are engaged (by the engagement score of the BG the account belongs to) and which accounts have not reached the level of engagement. The Buying group's status of any accounts (having an engagement score of more than 0) will be updated with BG's Stage/Status='Intent/Purchase' to show sales readiness, and a sales alert will be triggered.

Note: To generate the Engagement score for a given BG, the people from the BG (Preferably Decision Makers as per weighing defined in roles templates) should open and click to generate more responses and thereby engagement scores. Also, we can add a wait step (15 days, for example) here to update the BG stage with 'Reject'.

Once you ensure your test ids are at each stage for open/clicks, proceed to the next steps!