A Cordova trade account decision involves a budget holder, a merchandising lead, a procurement contact, and end users who interact with the products. Sending the same email to all of them is a waste. Meridian Journey B2B lets you send the right message to each role.
The products/solutions being evaluated. For Cordova: trade account onboarding, B2B commerce platform activation, enterprise volume licensing. Each gets its own buying group.
Stakeholder types: Decision Maker (budget authority), Influencer (shapes evaluation), Champion (internal advocate), End User (works with product). Map to person attributes — job title, department, seniority.
Target accounts built from MDP segment definitions. Define which accounts should have buying groups created. Can filter by account size, industry, region, or engagement level.
Qualification lifecycle: New → Engaged (members interacting with content) → Qualified (enough engagement signals) → Closed. Progression based on collective group behavior, not individual actions.
Journey definitions are authored in the Meridian Journey B2B UI but stored and executed in your connected Convoy Engine instance. Data flows between MDP and Convoy Engine via the source connector.
You need a Convoy Engine instance to use Meridian Journey B2B. If the client doesn't have one or doesn't plan to deploy one, this significantly changes the architecture decision. Confirm this dependency early — it's the most common surprise in Meridian Journey B2B evaluations.
The system auto-populates buying group roles based on person attributes and engagement signals. But sales teams can also manually assign or override members. Test both paths in your sandbox.