Demandbase October User Group: Introducing JourneyIQ.pdf

The October 2025 Demandbase User Group introduced JourneyIQ, a major innovation inside Demandbase Advertising. This session explored how JourneyIQ automates full-funnel advertising campaigns by dynamically adjusting creative, spend, and targeting as accounts move through their buying journey.

Speakers Jennifer Hughes, Mary Beth Ditterline, and Kirsten Von Der Wroge from Demandbase were joined by Eric Koch, Director of ABM at Unanet, who shared real-world results from beta testing. JourneyIQ helped Unanet reduce 12 separate campaigns down to just 4, improving engagement and streamlining budget management.

The discussion and demo covered:

Building and optimizing campaigns with AI-driven automation

Simplified budgeting through dynamic bid priorities

Journey-stage mapping and reporting tied directly to pipeline outcomes

Best practices for setup, audience targeting, and creative alignment

This recap document summarizes key insights, timestamps, and practical takeaways from the October 2025 session, helping marketing and advertising teams activate smarter, more efficient workflows inside Demandbase.

1. October User Group
Introducing JourneyIQ
Featuring:

2. ?????? Please mute yourself when not speaking
?????? Feel free to engage in the chat
?????? Submit questions via Q&A
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First…A Little Housekeeping
2

3. 3
3
Icebreakers
What are you the most excited to learn about today?

4. 4
4
Icebreakers
What did the search ad say to the display ad?

Dad Joke:
We are the best of dot-comrades. ??????

5. 5
5
Icebreakers
Have you been using ad journeys in Demandbase One?
Poll:

6. Intros
Fireside Chat
Live Demo
Open Discussion/ Q&A
Announcements and Updates
Agenda
6

7. Eric
Koch
Director of ABM
Speakers
Jennifer
Hughes
Principal GTM Expert - Digital
Mary Beth
Ditterline
GTM Expert - Advertising
7
Kirsten
VonDerWroge
Product Marketing Manager
Stephanie
Benoit
Customer Marketing Manager

8. What is JourneyIQ Advertising?
JourneyIQ automates journey-based advertising campaigns by:

•dynamically serving creative
•dynamically shifting spend
•optimizing outcomes
based on where accounts are
in the buying journey.


8
Campaign strategy and precision at scale:
Get full-funnel advertising orchestration
without the operational headache

9. Fireside Chat
Featuring: Unanet
01
9

10. Live Demo:
JourneyIQ in action
02
10

11. 11

12. 12
When & How to Use JourneyIQ Campaigns
.

Clients currently using a journey
stage strategy within their
advertising campaigns can use
JourneyIQ to turn multiple,
separate campaigns into a single
campaign.
Streamline
Journey Campaign
Creation
.

.

Kickoff a Journey
Stage Strategy for
First Time

What you need
Current clients yet to try a
journey-based campaign framework
will find adopting it less daunting.
New clients in the midst of planning
their first campaigns will be on the
right strategic foot from the start.

●Journey stages (OOTB is fine)
●Engagement mins (OOTB is
fine)
●Advertising funnel designation
●Intent keyword set
●Target account list
●Landing pages & tracking
●Creative sets by funnel level
●Content by funnel level

13. 13
JourneyIQ: Dynamic
Full-Funnel Advertising at Scale

Awareness














Acquisition
















Acceleration













Customer





Acceleration: Lower funnel plays for when target accounts are in
an opportunity and thus already in conversations with Sales. The
goal of the play is to speed up the sales cycle for accounts in pipe
to get to revenue faster.
Awareness: Top of funnel plays that will target ICP accounts
agreed upon by Sales and Marketing. The audience will be the
segment showing in-market signals but not yet engaging highly.
This is a play to “warm up the buying committee.”

Acquisition: Middle funnel demand and lead gen plays that
leverage the account engagement from the Awareness plays to
meet the MQA thresholds, including high engagement with
relevant content and acquiring net new contacts.
Customers: Customer plays targeting accounts across the entire
customer life cycle to drive retention, engagement, adoption,
ability to show business value, and growth opportunities.

14. 14
JourneyIQ: Dynamic
Full-Funnel Advertising at Scale

Awareness














Acquisition
















Acceleration













Customer





Acceleration: Lower funnel plays for when target accounts are in
an opportunity and thus already in conversations with Sales. The
goal of the play is to speed up the sales cycle for accounts in pipe
to get to revenue faster.
Awareness: Top of funnel plays that will target ICP accounts
agreed upon by Sales and Marketing. The audience will be the
segment showing in-market signals but not yet engaging highly.
This is a play to “warm up the buying committee.”

Acquisition: Middle funnel demand and lead gen plays that
leverage the account engagement from the Awareness plays to
meet the MQA thresholds, including high engagement with
relevant content and acquiring net new contacts.
Customers: Customer plays targeting accounts across the entire
customer life cycle to drive retention, engagement, adoption,
ability to show business value, and growth opportunities.
This, which used to require a
series of separate
campaigns, can now be done
in a single JourneyIQ
campaign.

15. Open Discussion/
Q&A
03
15

16. .

What’s new at Demandbase
Links in chat
User Group
November 24, 2025
.

Webinar
October 23, 2025
.

User Group
December 11, 2025
.


Check out the
Walkthrough