Account Journey nodes
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 ÃÛ¶¹ÊÓƵ 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
Select Request campaign
Select role
Change
Description
List name
Select email from Marketo Engage
Description (optional)
Send email to
Select buying group stage
Status (required, 50 characters max)
Add an account action
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Navigate to the journey editor.
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Click the plus ( + ) icon on a path and choose Take an action.
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In the node properties on the right, choose Accounts for the action.
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Select an action from the list and set any values for the action.
Add a people action
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Navigate to the journey editor.
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Click the plus ( + ) icon on a path and choose Take an action.
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In the node properties on the right, choose People for the action.
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Select an action from the list and set any values for the action.
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
Solution interest
Additional constraints (optional):
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Role
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Date of activity
Timeout (optional)
Email
Additional constraints (optional):
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Link
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Link ID
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Is mobile device
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Device
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Platform
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Browser
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Is predictive content
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Is bot activity
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Bot activity pattern
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Browser
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Date of activity
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Min. number of times
Timeout (optional)
Email
Additional constraints (optional):
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Link
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Device
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Platform
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Date of activity
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Min. number of times
Timeout (optional)
Person attribute
Additional constraints (optional):
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New value
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Previous value
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Reason
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Source
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Date of activity
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Min. number of times
Timeout (optional)
Email
Additional constraints (optional):
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Link
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Link ID
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Is mobile device
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Device
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Platform
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Browser
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Is predictive content
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Is bot activity
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Bot activity pattern
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Browser
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Date of activity
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Min. number of times
Timeout (optional)
Date of activity (optional)
Timeout (optional)
Score name
Additional constraints (optional):
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Change
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New score
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Urgency
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Priority
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Relative score
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Relative urgency
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Date of activity
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Min. number of times
Timeout (optional)
SMS message
Additional constraints (optional):
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Date of activity
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Min number of times
Timeout (optional)
Type (Email, Milestone, or Web)
Additional constraints (optional):
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Description
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Source
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Date of activity
Timeout (optional)
Attribute
Additional constraints (optional):
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New value
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Previous value
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Date of activity
Timeout (optional)
Solution interest
Additional constraints (optional):
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New stage
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Previous stage
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Date of activity
Timeout (optional)
Solution interest
Additional constraints (optional):
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New status
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Previous status
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Date of activity
Timeout (optional)
Solution interest
Additional constraints (optional):
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New score
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Previous score
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Date of activity
Timeout (optional)
Solution interest
Additional constraints (optional):
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New score
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Previous score
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Date of activity
Timeout (optional)
Add an account event
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Navigate to the journey editor.
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Click the plus ( + ) icon on a path and choose Listen for an event.
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In the node properties on the right, choose Accounts for the event type.
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Select an event from the list.
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Click Edit event and define details for the event.
Add a people event
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Navigate to the journey editor.
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Click the plus ( + ) icon on a path and choose Listen for an event.
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In the node properties on the right, choose People for the event type.
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Select an event from the list.
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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.
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Enable the timeout toggle.
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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.
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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.
Split Paths
Split your audience based on filter conditions.
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.
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. The paths automatically merge so that all the people in the audience can move forward to the next step without losing their account context.
- 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 omitting a default path. Accounts/people without a match for a defined path do not move forward in the Journey.
- Split path by people supports the use of account-person relationships, which allows you to filter people based on their role (such as contractor or full-time employee) as defined in the roles templates.
Path conditions path-conditions
Attributes from the account profile, including:
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Annual revenue
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City
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Country
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Employee size
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Industry
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Name
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SIC code
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State
The account does or does not have members of buying groups evaluated against one or more of the following criteria:
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Solution Interest
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Buying Group status
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Completeness Score
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Engagement Score
Attributes from the person profile, including:
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City
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Country
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Date of birth
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Email address
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Email invalid
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Email suspended
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First name
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Inferred state region
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Job title
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Last name
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Mobile phone number
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Phone number
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Postal code
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State
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Unsubscribed
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Unsubscribed reason
Email activities associated with the journey:
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Clicked link in email
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Opened Email
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Was delivered email
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Was sent email
These conditions are evaluated using a selected email message from earlier in the journey.
For a selected person attribute, a value change occurred. These change types include:
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New value
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Previous value
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Reason
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Source
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Date of activity
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Min. number of times
Interesting moment activity that is defined in the associated Marketo Engage instance. Constraints include:
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Milestone
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Email
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Web
The person is or is not a buying group member evaluated against one or more of the following criteria:
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Solution Interest
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Buying Group status
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Completeness Score
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Engagement Score
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Role
The person is or is not assigned a role in the account. Optional constraints:
- Enter a role name
Add a split path by account node
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Navigate to the journey editor.
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Click the plus ( + ) icon on a path and choose Split paths.
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In the node properties on the right, choose Accounts for the split.
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To define a condition applicable to Path 1, click Apply condition.
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In the conditions editor, add one or more filters to define the split path.
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Drag and drop filter attributes from the left navigation and complete the match definition.
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Fine tune your conditions by applying the Filter logic at the top. You choose to match all attribute conditions or any condition.
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Click Done.
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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.
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If needed, reorder the paths according to the priority that you want for the split.
Path filtering is evaluated in top-down order. Each account proceeds along the first path that matches.
Click the up and down arrows at the top right of each path card to move it higher or lower in the list of paths.
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Enable the Other accounts option to add a default path for accounts that are not a match for the defined paths. If not, the journey ends for these people.
Add a split path by people node
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Navigate to the journey editor.
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Click the plus ( + ) icon on a path and choose Split paths.
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In the node properties on the right, choose People for the split.
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Set the Attributes used for conditions.
- Choose People attributes only to use conditions related to the person profile and events.
- Choose Account-person attributes only to use conditions related to the person’s role membership within an account.
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To define a condition applicable to Path 1, click Apply condition.
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In the conditions editor, add one or more filters to define the split path.
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Drag and drop any of the people attributes from the left navigation and complete the match definition.
note note NOTE If you have custom person fields defined in the account audience schema in Experience Platform, these fields are also available to use as person attributes in conditions. -
Fine tune your conditions by applying the Filter logic at the top. You choose to match all attribute conditions or any condition.
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Click Done.
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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.
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If needed, reorder the paths according to the priority that you want for the split.
Path filtering is evaluated in top-down order. Each person proceeds along the first path that matches.
Click the up and down arrows at the top right of each path card to move it higher or lower in the list of paths.
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Enable the Other people option to add a default path for people that are not a match for the defined 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.
Wait
Wait for a certain duration before moving to the next step.
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Navigate to the journey editor.
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Click the plus ( + ) icon on a path and choose Wait.
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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.
Merge paths
Different paths in your journey can be merged and unmerged using this node.
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Navigate to the journey editor.
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Click the plus ( + ) icon on a path and choose Split paths.
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Click the split node to open its properties on the right.
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Click Add path to create three paths.
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Add a combination of actions and events to each path.
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Click the plus ( + ) icon for any one of these paths and choose Merge from the displayed options.
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In the merge paths node properties, select the paths you want to merge.
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.
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If needed, you can unmerge paths by navigating back to the merge paths node properties and clearing the checkbox for any paths that you want to remove.