The Journey Builder by Influ2 lets you set up automated, multi-stage campaigns to guide your target audience through the buyer’s journey and connect them with your sales team when they're ready.
Understanding the Buyer's Journey in Influ2
Think of the buyer's journey as a series of stages, with smaller steps within each stage. Stages represent distinct phases in a buyer's decision-making process, while steps reflect the level of engagement with your ads.
To move prospects through the journey, you can use triggers based on:
- CRM data: they indicate a prospect's progress in your sales funnel, such as a sales call or a pipeline stage change.
- Influ2 ad engagement data: it indicates how prospects interact with your ads – e.g. number of clicks or impressions.
Creating a new Buyer’s Journey in Influ2
1. Navigate to the "Journeys" section of your Influ2 account and click "Create new journey."
2 Give your journey a descriptive name.
3. Now you can define stages for the new journey.
Each new journey contains a single default stage. You can start by giving this stage a more descriptive name or just leave it as is.
Please note! The default stage is where most of your audience will initially enter the journey if they don’t meet specific criteria for other stages. Once you start advertising, most of your audience from a cohort assigned to this specific journey will be in the first stage – unless targets match any other stage of the journey. If contacts meet the criteria for the next stages/steps, they will move through the journey further.
4. To create additional stages, press the “Add Stage” area. Give each stage a descriptive name.
Please note! You can also customize your journey by adding content (e.g., naming the stages) later when launching a cohort and assigning it to a journey.
5. After you press the “Add stage” area, you’ll be able to define the conditions that will move prospects to it. To do that, press the "If" button.
Please note! There are two types of conditions used in Influ2 journeys – stage conditions and steps conditions. The conditions that are associated with stages are placed right under the stage name in the light gray area.
You can use data from your CRM as well as outreach activity as triggers to move a target to the next journey stage. Here are some examples of the conditions you might use:
- Influ2 engagements (Recent outreach/No recent outreach): The prospect has been contacted within the last X days / hasn’t been contacted in X days.
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CRM data fields: includes specific account, contact, and opportunity details, such as account names, titles, opportunity stages, etc.
- For Salesforce users: in addition to the account, contact, and opportunity fields, Salesforce users can also use lead fields.
Please note! Conditions with opportunity stages include two additional settings:
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- The “Equals to” criterion means that all opportunities that match the condition will be added to the stage.
- The "Has changed to" criterion means that only opportunities closed after the cohort launch will be added to this stage. Opportunities closed prior to the launch will not be included.
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6. You can add multiple conditions for the audience to move to a new funnel stage, and those conditions will work as OR, meaning that a contact should meet any of the set criteria to be added to the stage.
7. Within each stage, you can add multiple steps to change and advance ad content based on the level of engagement of each specific person.
To add a step, click the "Add step" button below the stage that you want to add a step to. Then, provide a descriptive name for the new step.
8. Use the "If" button to define the criteria for moving prospects to this step.
You can also customize your journey (e.g., adding new conditions for stages) later when launching a cohort and assigning it to a journey.
Please note! There are two types of conditions used in Influ2 journeys – stage conditions and steps conditions. Step conditions are positioned outside the gray area that represents the stage, distinguishing them from stage conditions.
9. Choose any relevant criteria for the step from the drop-down menu. The available criteria for steps include Influ2 engagement data (impressions, clicks, days on stage, etc) as well as CRM criteria associated with the account, contact, or lead function.
10. You can also choose which steps you want to prioritize for your sales team by activating the corresponding toggle.
Prospects that meet the conditions specified in prioritized steps will appear in the “Sales priorities” section of your Influ2 dashboard. This way, sales will get data on the most promising prospects in real time and can prioritize them for outreach.
11. If your journey has three or more stages, you can easily rearrange their order.
The six-dot icon for rearranging stages appears once you've added three or more stages to your journey. Simply press and hold the six-dot icon next to the stage you want to move, then drag and drop it to any other position.
Please note that the first stage must always remain at the beginning.
12. If you want to delete any stage or step, simply click on the corresponding icon next to it. You can delete any stage except the first, default one.
13. Once you've defined all stages and steps, click "Create" to finalize your buyer's journey.