If you’re in B2B sales or marketing and struggling to actually see how accounts move through your pipeline—not just individual leads—you’re not alone. Most CRMs are built for contacts, not companies, and it’s a mess trying to stitch together a real “account journey.” If you’re using Enecto or thinking about it, you probably want to get a clear, actionable view of what’s happening at the account level: who’s engaging, where deals get stuck, and how to actually move things forward.
Here’s how to map account journeys in Enecto, step by step—without drowning in features you don’t need or wasting your day fiddling with dashboards.
Step 1: Get Your Data (and Expectations) Straight
Before you click anything, stop and ask: What are you really trying to see?
- Are you tracking just website visits, or do you want the full journey—emails, calls, meetings, deals?
- Do you have clean firmographic data (company names, domains, etc.), or is your CRM a graveyard of duplicates?
- Who actually cares about these journeys—sales, marketing, or just you?
Pro tip: Don’t expect any tool, including Enecto, to magically “fix” bad data. Garbage in, garbage out. Spend a few hours cleaning up your accounts and making sure your integrations are solid. It’ll save you days of pain later.
What works: Starting with a small segment—like your top 50 target accounts—makes the process way less overwhelming.
What to ignore: Don’t try to map EVERY account on day one, or you’ll drown in noise.
Step 2: Connect Enecto to Your Data Sources
Enecto needs access to the right data to show account journeys. That means connecting it to:
- Your CRM (e.g., Salesforce, HubSpot, Pipedrive): This is your source of truth for accounts, contacts, deals, and activities.
- Marketing Automation (e.g., HubSpot, Marketo): For email campaigns, web forms, and scoring.
- Website Tracking: Enecto’s script or plugin for tracking anonymous and known visitors.
- Other sources (optional): Calendars (for meetings), support tools, ad platforms, etc.
How to connect:
- Go to the Enecto integrations/settings area.
- Follow the prompts to connect each system. Most are OAuth-based—log in, grant permission, done.
- Map fields if prompted (make sure “account” in Enecto lines up with “company” in your CRM).
What works: Start with CRM and website tracking first. Add other tools later only if you’re missing key data.
What to ignore: Don’t get lost in connecting every possible tool “just in case.” Focus on the stuff you’ll actually use.
Step 3: Define Your Account Journey Stages
Don’t just accept whatever default “journey” Enecto gives you. Map the stages that actually make sense for how your buyers buy.
A typical B2B account journey might look like:
- Aware: First visit or touch from the company.
- Engaged: Multiple website visits, content downloads, or email opens from people at the account.
- Qualified: Account fits your ICP, and there’s real interest (maybe a meeting booked).
- Opportunity: An open deal or active sales conversation.
- Closed/Won or Lost: Deal outcome.
How to set this up in Enecto:
- In Enecto, find the “Account Journey” or “Journey Builder” section.
- Define each stage. Give them names that make sense to your team.
- Set the triggers—e.g., “Account moves to Engaged when at least 2 contacts have interacted in the last 30 days.”
- Save and publish your journey.
Pro tip: Keep stages simple. Don’t overcomplicate with 10+ steps unless you really need the detail. If you can’t explain the logic to someone else in under a minute, it’s too complex.
What works: Use clear, action-based triggers (e.g., “meeting booked”) rather than fuzzy ones (e.g., “high engagement score”).
What to ignore: Don’t get sucked into building “vanity” stages just to impress your boss. If a stage doesn’t change what you do, you don’t need it.
Step 4: Map Contacts to Accounts (and Fix the Gaps)
One of the main reasons “account journeys” fall apart: contacts get orphaned. If your CRM isn’t strict about linking people to companies, you’ll end up with half-baked journeys.
In Enecto:
- Check the “Account Details” or “People” tab for a few key accounts.
- Make sure all relevant contacts are actually linked.
- For any missing, use Enecto’s “merge,” “link,” or “associate” functions. Sometimes this is manual, sometimes you can bulk match on domain.
Pro tip: If your CRM data is a mess, fix it there first, then sync to Enecto. Otherwise, you’ll just be fighting the same problems in a new interface.
What works: Periodically review your top accounts to make sure key contacts are mapped. Even a quarterly review can prevent a lot of confusion.
What to ignore: Don’t worry about mapping every contact to an account, especially for tiny or inactive accounts. Focus on the ones you care about.
Step 5: Visualize and Track the Account Journey
Now the payoff: seeing real journeys, not just lists of activities.
What you’ll find in Enecto:
- Account Timeline: A chronological view of all touches—website visits, emails, meetings, opportunities—for a given account.
- Stage Progression: Where each account sits on your journey map; what’s moved forward, what’s stalled.
- Engagement Heatmaps: Which accounts (and contacts) are most active, and which have gone cold.
How to use it:
- Search or filter for a target account.
- Open the journey view—see which stages they’ve passed and what’s next.
- Drill down into activities and contacts to spot bottlenecks (e.g., “lots of website visits, but no meetings booked”).
Pro tip: Don’t just look at journeys in isolation. Use filters for “stalled accounts,” “high engagement but no deal,” or “accounts stuck in Engaged >30 days”—these are your best places to act.
What works: Regular check-ins. Reviewing account journeys as part of your weekly sales/marketing sync keeps everyone honest about where things are.
What to ignore: Avoid getting lost in activity logs. Focus on patterns and gaps, not individual emails or pageviews unless you’re troubleshooting.
Step 6: Take Action (and Don’t Overthink It)
Mapping journeys is only useful if it changes what you do. Use what you see to:
- Nudge sales to follow up with an account that’s heating up.
- Spot accounts stuck in no man’s land for too long—maybe they need a new approach.
- Identify trigger points that actually move accounts forward (was it a webinar, a case study, a call with an exec?).
- Prioritize marketing and sales efforts based on where accounts are in the journey, not just on gut feel.
Pro tip: Automate simple alerts—“Account X has been Engaged for 15 days without a meeting”—but don’t spam yourself with notifications.
What works: Sharing journey insights with both sales and marketing so everyone’s on the same page.
What to ignore: Don’t obsess over perfection. Journeys are messy, and the data will never be flawless.
Step 7: Iterate—Don’t Try to Boil the Ocean
No journey map is perfect out of the box. After you’ve used it for a few weeks:
- Ask your team what’s useful—and what’s just noise.
- Tighten up (or simplify) your stages and triggers.
- Drop features or data sources you don’t use.
- Rinse and repeat every few months.
Pro tip: Simpler journeys are easier to manage and act on. If a stage or metric doesn’t change what you do, kill it.
Wrapping Up
Mapping account journeys in Enecto can be powerful—but only if you keep things simple and focus on what actually helps your team move deals forward. Don’t get lost in dashboards or overcomplicated stages. Start small, fix your data, and iterate as you learn. The goal isn’t a perfect map—it’s giving your team the clarity to take the right next step with every account.