DocumentationJourney Optimizer B2BJourney Optimizer B2B Edition Documentation

Account Journey nodes

Last update: Tue Nov 05 2024 00:00:00 GMT+0000 (Coordinated Universal Time)

After you create an account journey and add the audience, build out the journey using nodes. The journey map provides a canvas, where you can build your multistep B2B marketing use cases.

Build your account journey by combining the different action, event, and orchestration nodes as a multi-step, cross-channel scenario. Each node of a journey represents a step along a logical path. Use the following node types to construct an account journey:

Account Audience node

The Account Audience node defines the input account audience (created and managed in Adobe Experience Platform) for the journey. This node is always the first node and is automatically created by default.

Take an action

Execute an action like send an email, change a score, assign to a buying group, and so on.

Action on accounts: The action is applied to all people that are part of accounts on this path.

Action on people: The action is applied to all people on this path. An action on people can be used within the split path by people or split path by accounts.

Actions and constraints action-nodes

Node context
Action
Constraints
People
Add to List
Select Marketo Engage workspace
List name
Add to Marketo Engage Request campaign
Select Marketo Engage workspace
Select Request campaign
Assign to Buying Group
Select solution interest
Select role
Change People Partition in Marketo Engage
New partition
Change Score
Score name
Change
Person Interesting Moment
Type
Description
Remove from Buying Group
Select solution interest
Remove from List
Select Marketo Engage workspace
List name
Send email
Create new email
Select email from Marketo Engage
Send SMS
Create SMS
Accounts
Account Change Data Value
Select attribute
New value
Account Interesting Moment
Type (Email, Milestone, or Web)
Description (optional)
Add Account to (other) Journey
Select live Account Journey
Remove Account from Journey
Select live Account Journey
Send Sales Alert
Select solution interest
Send email to
Update Buying Group Status
Select solution interest
Status (required, 50 characters max)

Add an account action

  1. Navigate to the journey editor.

  2. Click the plus ( + ) icon on a path and choose Take an action.

    Add journey node - split paths {width="400"}

  3. In the node properties on the right, choose Accounts for the action.

  4. Select an action from the list and set any values for the action.

    Journey node - take an action on an account {width="700" modal="regular"}

Add a people action

  1. Navigate to the journey editor.

  2. Click the plus ( + ) icon on a path and choose Take an action.

  3. In the node properties on the right, choose People for the action.

  4. Select an action from the list and set any values for the action.

Journey node - take an action on people {width="700" modal="regular"}

Listen for an event

Move your audience forward to the next step in the journey when an event occurs.

  • You can also define the amount of time the journey waits for this event. The journey ends after a timeout.
  • Additionally, you can choose to add other nodes on your timeout path.

Listen to events on accounts: If at least one person from an account triggers an event, the account moves forward to the next step on the journey.

Listen to events on people: Events on people can only be applied on an account path; it is not available for a split by people node.

Events and constraints event-nodes

Node context
Event
Constraints
People
Assigned to Buying Group

Solution interest
Additional constraints (optional):

  • Role
  • Date of activity

Timeout (optional)

Clicks link in email

Email
Additional constraints (optional):

  • Link
  • Link ID
  • Is mobile device
  • Device
  • Platform
  • Browser
  • Is predictive content
  • Is bot activity
  • Bot activity pattern
  • Browser
  • Date of activity
  • Min. number of times

Timeout (optional)

Clicks link in SMS

Email
Additional constraints (optional):

  • Link
  • Device
  • Platform
  • Date of activity
  • Min. number of times

Timeout (optional)

Data value changes

Person attribute
Additional constraints (optional):

  • New value
  • Previous value
  • Reason
  • Source
  • Date of activity
  • Min. number of times

Timeout (optional)

Opens email

Email
Additional constraints (optional):

  • Link
  • Link ID
  • Is mobile device
  • Device
  • Platform
  • Browser
  • Is predictive content
  • Is bot activity
  • Bot activity pattern
  • Browser
  • Date of activity
  • Min. number of times

Timeout (optional)

Removed from Buying Group
Solution interest
Date of activity (optional)
Timeout (optional)
Score is changed

Score name
Additional constraints (optional):

  • Change
  • New score
  • Urgency
  • Priority
  • Relative score
  • Relative urgency
  • Date of activity
  • Min. number of times

Timeout (optional)

SMS Bounces

SMS message
Additional constraints (optional):

  • Date of activity
  • Min number of times

Timeout (optional)

Accounts
Account had interesting moment

Type (Email, Milestone, or Web)
Additional constraints (optional):

  • Description
  • Source
  • Date of activity

Timeout (optional)

Change in Account Data Value

Attribute
Additional constraints (optional):

  • New value
  • Previous value
  • Date of activity

Timeout (optional)

Change in Buying Group Status

Solution interest
Additional constraints (optional):

  • New status
  • Previous status
  • Date of activity

Timeout (optional)

Change in Completeness Score

Solution interest
Additional constraints (optional):

  • New score
  • Previous score
  • Date of activity

Timeout (optional)

Change in Engagement Score

Solution interest
Additional constraints (optional):

  • New score
  • Previous score
  • Date of activity

Timeout (optional)

Add an account event

  1. Navigate to the journey editor.

  2. Click the plus ( + ) icon on a path and choose Listen for an event.

  3. In the node properties on the right, choose Accounts for the event type.

    Journey node - listen to events on account {width="700" modal="regular"}

  4. Select an event from the list.

  5. Click Edit event and define details for the event.

Add a people event

  1. Navigate to the journey editor.

  2. Click the plus ( + ) icon on a path and choose Listen for an event.

  3. In the node properties on the right, choose People for the event type.

    Journey node - listen to events on people {width="700" modal="regular"}

  4. Select an event from the list.

  5. Click Edit event and define details for the event.

Add a timeout to an event node

If needed, define the amount of time the journey waits for the event. The journey ends after a timeout.

  1. Enable the timeout toggle.

  2. Select the duration for which the journey waits for an event to occur before it times out.

    You can choose to end the path here or take a different course of action by setting another path.

  3. To create a new path in the journey where you can add actions and events applicable to accounts when the event does not occur, select the Set timeout path check box.

    Journey event node - set timeout path {width="700" modal="regular"}

Split Paths

Split your audience based on filter conditions.

NOTE
A maximum of 25 paths are supported.

Split paths by accounts: Paths split by accounts can include both account and people actions and events. These paths can be split further.

How does a split path by accounts node work?

  • When you add a split path node and choose Account, each path that is added includes an end node with the ability to add nodes to each edge.
  • It is possible to split the path by Accounts repeatedly, such as in a nested manner. A split path includes an option for not adding the default path.
  • If an accounts/person does not qualify for one of the split paths, it does not move forward in the journey.
  • These paths can be combined using a merge node.

Journey node - split paths by account {width="700" modal="regular"}

Split paths by people: Paths split by people and can include only people actions. These paths cannot be split again and automatically join back.

How does a split path by people node work?

  • Split path by people nodes are grouped nodes. They automatically merge so that all the people in the audience can move forward to the next step without losing the context of the accounts that they belong to.
  • Split path for people cannot be nested–you cannot add split path for people on a path that is in this grouped node.
  • Split path includes an option for not adding a default path. Accounts/people who do not qualify do not move forward in the Journey.

Journey node - split paths by people {width="700" modal="regular"}

Path conditions path-conditions

Node context
Path conditions
Description
People
Person Attributes

Attributes from the person profile, including:

  • City
  • Country
  • Date of birth
  • Email address
  • Email invalid
  • Email suspended
  • First name
  • Inferred state region
  • Job title
  • Last name
  • Mobile phone number
  • Phone number
  • Postal code
  • State
  • Unsubscribed
  • Unsubscribed reason
Activity history > Email

Email activities associated with the journey:

  • Clicked link in email
  • Opened Email
  • Was delivered email
  • Was sent email

These conditions are evaluated using a selected email message from earlier in the journey.

Activity history > Data Value Changed

For a selected person attribute, a value change occurred. These change types include:

  • New value
  • Previous value
  • Reason
  • Source
  • Date of activity
  • Min. number of times
Activity history > Had Interesting Moment

Interesting moment activity that is defined in the associated Marketo Engage instance. Constraints include: ul>

  • Milestone

  • Email

  • Web

Special filters > Member of Buying Group

The person is or is not a buying group member evaluated against one or more of the following criteria:

  • Solution Interest
  • Buying Group status
  • Completeness Score
  • Engagement Score
  • Role
Accounts
Account Attributes

Attributes from the account profile, including:

  • Annual revenue
  • City
  • Country
  • Employee size
  • Industry
  • Name
  • SIC code
  • State
Special filters > Has Buying Group

The account does or does not have members of buying groups evaluated against one or more of the following criteria:

  • Solution Interest
  • Buying Group status
  • Completeness Score
  • Engagement Score

Add a split path by account node

  1. Navigate to the journey editor.

  2. Click the plus ( + ) icon on a path and choose Split paths.

    Add journey node - split paths {width="300"}

  3. In the node properties on the right, choose Accounts for the split.

  4. To define a condition applicable to Path 1, click Apply condition.

    Split path node - add condition {width="500"}

  5. In the conditions editor, add one or more filters to define the split path.

    • Drag and drop filter attributes from the left navigation and complete the match definition.

    • Fine tune your conditions by applying the Filter logic at the top. You choose to match all attribute conditions or any condition.

      Split path node - conditions filter logic {width="700" modal="regular"}

    • Click Done.

  6. To add more paths, click Add path and repeat the previous steps to add conditions applicable to this path.

    You can also label each path based on these conditions or use the default labels.

  7. (Optional) Add a default path for accounts not qualified for the other paths. If not, the journey ends for these accounts.

    Split path node properties - other accounts {width="700" modal="regular"}

Add a split path by people node

  1. Navigate to the journey editor.

  2. Click the plus ( + ) icon on a path and choose Split paths.

    Add journey node - split paths {width="300"}

  3. In the node properties on the right, choose People for the split.

  4. To define a condition applicable to Path 1, click Apply condition.

  5. In the conditions editor, add one or more filters to define the split path.

    • Drag and drop filter attributes from the left navigation and complete the match definition.

    • Fine tune your conditions by applying the Filter logic at the top. You choose to match all attribute conditions or any condition.

    • Click Done.

  6. To add more paths, click Add path and repeat the previous steps to add conditions applicable to this path.

    You can also label each path based on these conditions or use the default labels.

  7. Lastly, you can add a default path for people not qualified for the above paths. If not, the journey ends for these people

When you have conditions defined for each path for splitting your audience on the people level, you can add actions that you want to take on people.

NOTE
When you split the audience by people, you can add only people actions.

Wait

Wait for a certain duration before moving to the next step.

  1. Navigate to the journey editor.

  2. Click the plus ( + ) icon on a path and choose Wait.

  3. In the node properties on the right, set the Duration of time to wait before the journey proceeds to the next node in the path.

Journey node - wait {width="700" modal="regular"}

Merge paths

Different paths in your journey can be merged and unmerged using this node.

  1. Navigate to the journey editor.

  2. Click the plus ( + ) icon on a path and choose Split paths.

  3. Click the split node to open its properties on the right.

  4. Click Add path to create three paths.

  5. Add a combination of actions and events to each path.

  6. Click the plus ( + ) icon for any one of these paths and choose Merge from the displayed options.

    Journey node - merge paths {width="400"}

  7. In the merge node properties, select the paths you want to merge.

    Journey node - merge paths {width="600" modal="regular"}

    At this point, the paths are merged so that accounts from the selected paths combine to a single path that can continue to progress through the journey.

  8. If needed, you can unmerge paths by navigating back to the merge node properties and clearing the checkbox for any paths that you want to remove.

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