Stateful Journey Memory
The engineering of Cross-System Context—establishing a centralized "Journey State" in CRM that forces ads, web, and SDRs to pick up exactly where the last touch left off.
The "Restart" Friction
Most B2B journeys are "Stateless." A buyer clicks an ad about technical scalability, but the SDR calls to ask "What's on your mind?" and the next email is a "Top 10 Trends" blog post. This forces the buyer to restart their mental model at every touch. Without Journey Memory, you aren't building a narrative; you're just making noise. We fix this by making the buyer's current context an immutable data point shared by every tool in your stack.
Operational Amnesia
- Disjointed Narrative: Buyers seeing "Awareness" ads after they've already viewed a demo.
- Sales Rep Blindness: SDRs lacking the context of which specific "Proof" the buyer is currently evaluating.
- Wasted Clicks: Directing high-intent buyers to generic landing pages instead of stage-specific next-best-actions.
The Shared Context Engine
Rule: Every touch writes back. Every channel reads the state before firing.
Environment Implementation
6sense / Demandbase ON
We utilize Bi-Directional CRM Sync to ensure platform stages match your Opportunity stages. We configure "Audience Refresh" rules so that as soon as a CRM field updates, the account is instantly moved to a new ad segment with zero lag.
Config: Segment(Validate) Trigger = CRM_Field('Stage') == 'Validate'Platform Off (CRM/MAP First)
We build Context-Aware MAP Flows. Based on the 'Last Asset Viewed' and 'Account Stage' in CRM, we use dynamic content blocks in your emails to reference the specific proof the buyer last engaged with.
Logic: IF [Last_Asset] == 'Security_Doc' SHOW [Implementation_Guide_Next]Artifacts You Receive
- Journey State Schema: The picklist and logic for Evaluate/Validate/Commit.
- Cross-Channel Logic Map: Definitions of what each channel does at each state.
- Writeback Permission Spec: Rules for which system "wins" a state-change conflict.