Documentation Journey Optimizer B2B Journey Optimizer B2B Edition Documentation

Take an action

Last update: March 26, 2025

Topics:
Account Journeys

In your account journey, you can add a Take an action node to execute an action, such as send an email, change a score, assign to a buying group, and so on. Actions are typically what you want to happen as a result of some kind of trigger, such as an event or a previous action.

Video Watch the overview video

Account actions

Use an action on accounts when you want to apply a change to all people that are part of accounts on the node path.

Actions and constraints

Action	Constraints
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
Add to account list	Select live static account list
Remove Account from Journey	Select live account journey
Remove from account list	Select a live static account list
Send Sales Alert	Select solution interest Send email to
Update Buying Group Stage	Select solution interest Select buying group stage
Update Buying Group Status	Select solution interest Status (required, 50 characters max)

Add an account-based action

Navigate to the journey editor.
Click the plus ( + ) icon on a path and choose Take an action.
In the node properties on the right, choose Accounts for the action.
Select an action from the list and set any values for the action.

People actions

Use an action on people when you want to apply a change to all people on the node path. This node type can be used within the split path by people or split path by accounts.

Actions and constraints

Context	Action	Constraints
Journey Optimizer B2B	Add to external customer audience	Select external customer audience
	Assign to Buying Group	Select solution interest Select role
	Change Data Value	Select person attribute Set new value
	Change Score	Score name Change in score
	Person Interesting Moment	Type Description
	Remove from Buying Group	Select solution interest
	Send email	Create new email Select email from Marketo Engage
	Send SMS	Create SMS
Marketo Engage	Add to List	Select Marketo Engage workspace List name
	Add to Marketo Engage Request campaign	Select Marketo Engage workspace Select Request campaign
	Change People Partition in Marketo Engage	New partition
	Remove from List	Select Marketo Engage workspace List name

Add a people-based action

Navigate to the journey editor.
Click the plus ( + ) icon on a path and choose Take an action.
In the node properties on the right, choose People for the action.
Select an action from the list and set any values for the action.

Journey node - take an action on people

Journey Optimizer B2B actions

The Journey Optimizer B2B people-based actions are designed to manage communications through the configured channels and manage people categorization within your buying groups and accounts. The journey applies the action when a qualifying account with person profiles reaches the node.

Add to external customer audience

Use this action to push people to an external audience that can be activated across a paid media channel to further target members of buying groups. This action is executed through Real-Time CDP B2B/P Edition.

NOTE

When a qualifying account with person profiles reaches the Add to external customer audience node in a published journey, it can take up to 48 hours for those profiles to populate in the external audience.

Take an action - Add to external customer audience

When you select this people-based action, you can create a new external audience or select from an existing external audience. For existing audiences, you can choose from external customer audiences that were created in Journey Optimizer B2B Edition only. When you create an audience and use it for this journey action, make sure that you connect the destination. For more information, see Create a new destination connection and Activation overview in the Experience Platform documentation.

Video Watch a video overview for paid media orchestration

To create an external audience:

Choose Create new.
Click Create external customer audience.
Enter a Name (required) and Description (optional) for the new external audience.
Click Create.

The system creates the new audience and displays a confirmation message. You can then proceed to use it as an existing audience for the node action.

To use an existing audience:

Click Select external customer audience.
In the dialog, select the audience that you want to use.
Click Add audience.

Assign to Buying Group

Use this action to add people profiles to a buying group based on a selected solution interest and role.

Take an action - Add to Buying Group

Change Data Value

Use this action to change the value of a people profile attribute. Select the attribute and then set the new value.

Take an action - Change Data Value

Change Score

Use this action to change the person score in Marketo Engage. Learn more

Take an action - Change score

Person Interesting Moment

Use this action to log an interesting moment for people profiles. Choose a type (Email, Milestone, or Web) and add a description (optional).

Take an action - Person interesting moment

Remove from Buying Group

Use this action to remove people profiles from a buying group based on a selected solution interest.

Take an action - Add to Buying Group

Send email

Use this action to send an email. You can create, personalize, and preview email messages in the visual designer (see Email authoring). You can also send an email from Marketo Engage. Select the Marketo Engage workspace and then select the email to send.

Take an action - Send email

Send SMS

Use this action to send an SMS message. You can create, personalize, and preview SMS messages in the visual designer (see SMS authoring).

Take an action - Send SMS

Marketo Engage actions

The Marketo Engage people-based actions are designed to coordinate your account-based marketing orchestration in Journey Optimizer B2B Edition with your lead-based marketing efforts in Marketo Engage. Use these actions to orchestrate list membership, people partitions, and request campaigns.

Add to list

Use this action to remove people from a Smart List in Marketo Engage.

First select the workspace in the connected Marketo Engage instance. Next, select the list name.

Take an action - Add to list

Add to Marketo Request campaign

Use this action to add people profiles to a request campaign in Marketo Engage.

First select the workspace in the connected Marketo Engage instance. Next, select the request campaign name.

Take an action - Add to Marketo Request campaign

Change people partition in Marketo Engage

Use this action to change the person partition in Marketo Engage.

Take an action - Change people partition in Marketo Engage

Remove from list

Use this action to remove people from a Smart List in Marketo Engage. First select the workspace in the connected Marketo Engage instance. Next, select the list name.

Take an action - Remove from list

If the person profile was not a member of the Smart List, the action is ignored.

Overview video

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https://video.tv.adobe.com/v/3443207/?learn=on

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