ABM Platform RollWorks announced Journey Stages. The new feature “gives B2B marketing and sales teams deeper insight into the impact of go-to-market activities on account progression.”
Journey Stages determines the stage of the buying journey and activates stage-specific, multi-channel campaigns based upon this intelligence. Journey Stages helps revenue teams “uncover insights about account journeys, measure account progression and regression, and understand key drivers and trends for any velocity changes between stages.”
Journey Stages lets sales and marketing professionals target and orchestrate multi-channel account-based campaigns based upon the journey phase. Journey Stages tracks account progression based upon custom definitions across the full customer lifecycle.
“For example, if a bulk of your accounts are ‘unaware,’ you may prioritize brand programs over lower funnel plays,” blogged RollWorks Lead Product Manager Mark Miller. ”If you see that a bulk of your accounts are ‘aware,’ you’ll likely focus on pulling them down the funnel with different offers. Essentially, you’ll have the information you need to toggle certain programs and budgets on and off at the ready.”
“We’re eager to bring this robust set of identification and measurement features to market,” said Justin Cooperman, VP of Product at RollWorks. “With Journey Stages and additional journey functionality shortly to come, RollWorks gives marketers a new layer of end-to-end insights to help them better understand the impact of their Account-Based campaigns, enabling finer tuning of their ABM programs for pipeline progression and revenue growth.”
Journey Stages is currently in beta, with GA scheduled for Summer 2021.