Scene 2: Orchestrate omnichannel campaign (account engagement)

This page serves as a practical guide for running a demonstration that highlights the advanced capabilities of AJO B2B journeys. The demo will walk through exploring existing buying groups and roles, building targeted account and persona-level journeys within AJO, integrating with an existing Marketo lead journey, and dynamically updating Buying Group stages and statuses based on engagement activity.

Bodea has chosen to further nurture the Accounts qualified in earlier steps—specifically within the Manufacturing Enterprise Likely to Buy Bodea Secure audience—by leveraging various marketing strategies in the AJO B2B journey, while updating the Buying Group’s stages and statuses based on their engagement.

Prerequisites: Before creating journeys, ensure you have created 'Stages', 'Roles templates', and 'Solution Interest' under the Buying groups tab. Also, ensure you have created the Buying Groups. For the purpose of this scenario, we have created all required elements, and we are ready to create the journeys as per business requirements. Please refer to the below section for more details.

https://dsn.adobe.com/docs/buying-group-bg-creation

Here you can see all of the buying groups that have been set up. You can search for a buying group with a specific solution interest.

We’re looking for buying groups with a low completeness score, which indicates they’re missing key roles — like the decision maker and product expert in this case. To address this, select all buying groups with incomplete roles and send them to LinkedIn, where you can identify and fill in those missing roles.

We can create personalized experiences, or "Journeys," to guide these individuals through. Unlike traditional marketing campaigns, AJO B2B Edition journeys are always active — continuously listening for new people to engage and seamlessly bringing them into the experience as they appear.

Note: Before testing this existing journey, please make sure you have data available that meets your journey’s criteria at each stage. For this demo, we’ve pre-created Accounts with qualifying attributes flowing from AEP Audience → AJO B2B Audience.

2. Account Criteria: For the journey shown below, we made sure to create the necessary qualifying data in AEP Account Audience (based on State = AZ/NY and specific Job Titles). This is important because there’s currently no way to test your journey’s qualification criteria without pre-populating matching data.

Here’s the existing live journey  we’re leveraging in our demo! This journey targets the ‘Manufacturing Enterprise Likely to Buy Bodea Secure’ audience, focused on prospects interested in Bodea Secure.

We know that delivering the digital experiences needed to maintain great account engagement includes providing the right content to each person in your Account. That can be labor-intensive. With Journey Optimizer B2B Edition, you can design highly personalized email experiences using drag-and-drop components, proven templates, or custom HTML to maximize conversions for your journeys.

The editor allows you to display content and personalize messaging for each buying group member based on their role, account, product interest, and more to offer a 1:1 buying experience.

There are also built-in robust generative AI tools to help you develop outstanding email messaging for each buying group role.

Our generative AI tools don’t just help with content creation. Journey Optimizer B2B Edition can assist you in building your content, images, and even preheader directly in the editor so you can quickly design highly personalized experiences while giving marketing the ability to approve content to keep messaging and personalization aligned with brand guidelines.

Note: If you are trying to generate an image using AI, please click on Image settings and enable the Generate images using AI toggle button for the image generation to work! Screen below!

The result is richer, more personalized email experiences that are quick to build and deliver to our audiences, whether that be to your buyer group, individuals in the buying group, or across many accounts.

Now that all of my people split have a deliverable, I close my split, wait for them to respond to one of my campaigns, and wait for further processing. Anyone who receives the email, the BG stage, and Status will be updated to 'Awareness'. Please refer to previous Buying Groups section as needed.

Anyone who opens/clicks the email, respective BG stage, and status will be updated to 'Interest'/'Consideration', respectively!

Let's see how this campaign is performing in the next steps!