2. Journey Stages

Create Journey Stages

💡
The Journey Stage Model in Recotap is a framework used to categorize and track the progression of your target accounts through different stages of the buyer's journey.
This helps you understand where each account stands in terms of engagement and purchase readiness, enabling more personalized and effective marketing actions.

🔍 What is a Journey Stage?

A journey stage represents a specific phase in the account's engagement and decision-making lifecycle — from being completely unaware of your brand to eventually becoming a paying customer. Each account is assigned a stage based on its behavior, engagement level, and buying signals.
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🧠 Why is Journey Staging Important?

  1. Prioritized Outreach: Helps sales and marketing teams know which accounts to focus on and what message to deliver.
  1. Personalization: Enables stage-specific messaging and content that resonates with the account's level of awareness.
  1. Campaign Optimization: Lets you run targeted ABM campaigns based on the stage of the account.
  1. Revenue Forecasting: Gives visibility into the pipeline by tracking how many accounts are in each stage.
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⚙️ How Journey Stages Are Determined in Recotap

Recotap offers pre-defined Journey Stages to help you evaluate your accounts based on a variety of factors, such as:
  • Recotap Advertising Activity
  • G2 Intent
  • Website Intent
  • Deals
  • Sales Activity (Salesforce, HubSpot, etc.)
These stages are automatically applied based on Recotap's data, giving you the ability to quickly assess and engage with your accounts
 
💡
Recotap recalculates journey stages once every day, ensuring your account classifications reflect the latest advertising engagement, intent signals, sales activities, and more. That means your campaigns and outreach strategies always run on fresh, relevant data.

🏗️ Default Journey Stages in Recotap

1. Unaware Stage

The Unaware stage identifies accounts with no significant activity in the last 90 days, typically fresh accounts or accounts that haven’t interacted with your brand yet.
The criteria for this stage are defined by the lack of engagement, with the following filters applied:
  • Recotap Advertising Activity: No activity in the last 90 days (no campaigns, impressions, clicks, or conversions).
  • Website Activity: No visits to the user’s website (wherever Recotap tracking code is implemented) in the last 90 days.
  • G2 Intent: No interactions on the user’s G2 page in the last 90 days.
  • Sales Activity: No activity recorded in the CRM, or:
    • Emails sent but with a 0% open rate in the last 90 days.
    • Calls made, but with a duration of 0 seconds.

2. Aware Stage

The Aware stage identifies accounts that have shown some level of engagement in the last 90 days. These accounts may not be fully engaged but have demonstrated activity.
The following filters are applied using OR conditions:
  • Recotap Advertising Activity:
    • Ad impressions > 0 but ≤ 100 in the last 90 days,
      • OR
    • Ad clicks > 0 but ≤ 10 in the last 90 days.
  • Website Activity:
    • Page views > 0 but ≤ 10 in the last 90 days.
  • Sales Activity:
    • Emails sent > 0 with an open rate > 10% in the last 90 days,
      • OR
    • Emails sent > 0 with clicks > 3 in the last 90 days.

3. Consideration Stage

The Consideration stage identifies accounts that are actively researching and comparing options, usually evaluating different products or services.
The filters for this stage are applied using OR conditions:
  • Recotap Advertising Activity:
    • Clicks > 10 in the last 90 days.
  • Website Activity:
    • Page views > 10 in the last 90 days.
  • G2 Intent:
    • Compare with competitors > 0 in the last 90 days,
      • OR
    • Competitors' page views > 0 in the last 90 days.
  • Sales Activity:
    • Emails sent > 0 with clicks received > 10 in the last 90 days.

4. Opportunity Stage

The Opportunity stage identifies accounts that are showing clear buying intent and are actively moving through the sales pipeline.
The following filters are applied using OR conditions:
  • HubSpot Deal Stages: Accounts in any deal stage that are not marked as "Won."
OR
  • Salesforce Deal Stages: Accounts in any opportunities/deal stage that are **not marked as "Won."
OR
  • HubSpot Deal Stages: Accounts in any deal stage that are **not marked as "Lost."
OR
  • Salesforce Deal Stages: Accounts in any opportunities/deal stage that are **not marked as "Lost."
These filters help identify accounts that are actively engaged in the sales pipeline and are prime targets for final sales efforts.

5. Customer Stage

The Customer stage represents accounts that have successfully converted into paying customers. These accounts have completed the sales process and are now in a post-sale relationship.
The following filters are applied using OR conditions:
  • HubSpot Deal Stage: Account is marked as "Won."
OR
  • Salesforce Deal Stage: Account is marked as "Won."
These criteria indicate that the account is now a paying customer, and efforts at this stage focus on retention, onboarding, and upselling.

🛠️ Additional Functionality of Journey Stages in Recotap

(Navigate via: ⚙️ >> Workspace >>ABM Settings >> Journey Stage)
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Beyond its pre-defined stages, Recotap's Journey Stage Model offers advanced customization features to align with your specific workflows and evaluation criteria.
These capabilities give you more flexibility and control in how they manage account progression through the funnel.

🔧 Customizable Stages

You can create custom journey stages tailored to your business logic. Whether you're tracking internal lifecycle milestones or unique campaign touchpoints, Recotap lets you define stages using conditions that fit your strategy.
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🎯 Priority-Based Stage Logic

Journey stages in Recotap follow a priority-based hierarchy — the lower a stage appears in the list, the higher its priority. This means accounts will be placed into the most relevant stage based on the highest-priority condition they meet. This ensures accurate and meaningful classification aligned with your business goals.
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🔀 Reordering Stages

Want to change how Recotap prioritizes stages? Simply click on “Re-order” in the Journey Stage list and drag stages up or down. This reordering updates how accounts are evaluated and placed into stages based on your evolving strategy.
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📝 Editing Default Stages

Recotap's default stages can be edited to match your exact evaluation criteria. Modify descriptions, rules, or even rename them to better suit your internal terminology or go-to-market motions. You can do it by clicking on the 3 dots against the stages.
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❌ Deleting Unused Stages

If a pre-defined stage doesn’t serve your process, you can delete it entirely. This keeps your dashboard clean and focused only on the stages that matter to your team.
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