Blueprints
What is HockeyStack Blueprints?
Blueprints is HockeyStack's AI-powered feature that analyzes your historical customer journeys to uncover the ideal engagement patterns that lead to conversions. It uses machine learning to identify the specific conditions your accounts should meet to give themselves the highest likelihood of converting to an opportunity. It is the actionable layer pushing the envelope of Marketing insights.
Why Blueprints is Different
Traditional analytics tell you what happened. Blueprints give you actionable steps on what to do next.
Most marketers know that no single touchpoint drives conversion – it's a collection of various touchpoints throughout the buying journey that matters. But until now, there's been no practical way to quantify exactly what that collection should look like, track how close your accounts are to reaching it, or hand off the right accounts to sales at the right time.
HockeyStack Blueprints solves this by:
Defining the ideal engagement pattern for your specific business, not industry benchmarks
Tracking progress as accounts move closer to that ideal pattern
Surfacing which accounts are ready so sales can prioritize outreach to the accounts marketing has worked hard to nurture
Connecting the dots to pipeline so you can see the revenue impact of your cross-functional efforts
Recommending specific actions to close engagement gaps and move more accounts toward conversion
HockeyStack Blueprints
When you open a Blueprint page, you'll see three main sections:
1. The Account Funnel
The funnel shows how your target accounts are progressing toward the ideal engagement pattern, organized by their likelihood to convert:
Cold
Very low conversion probability
Far from ideal pattern, need significant nurturing
Aware
Low probability
Starting to engage, keep warming up
Engaged
Medium probability
Making progress, getting closer to the pattern
Hot
High probability
Reached ideal engagement, ready for sales
For each stage, you can see:
Total account count
Conversion rate (CVR) to opportunity
Number of actionable next steps
Potential pipeline value
This gives you a clear picture of how much progress you're making in moving accounts toward conversion-ready status.
Sales Coverage (Hot accounts only): This is where marketing and sales alignment becomes visible. You've worked hard to get accounts to the Hot stage – but are they being followed up on? The sales coverage bar shows what percentage of these high-intent accounts have been reached by sales vs. those still waiting. Click "Not reached" to see exactly which accounts need immediate attention so no opportunity slips through the cracks.
Click any bucket to drill down and see the full list of accounts in that stage.
2. The Engagement Pattern
This is your ideal engagement mix – the pattern that your converted customers typically follow. It shows:
Engagement Metrics
How many touchpoints, how frequently, across how many channels
Channels
Which marketing channels appear in successful journeys (LinkedIn Ads, Paid Search, Email, etc.)
Asset Types
Which content types matter (Webinars, Case Studies, Blog Posts, etc.)
Stakeholders
How many people from the account typically engage
The pattern reveals that success isn't about any single touchpoint – it's about achieving the right combination across multiple dimensions. HockeyStack Blueprints uses machine learning to determine what this combination should look like, and it can vary significantly by segment.
Each item displays:
The recommended count (e.g., "18+ touches")
An impact indicator showing how strongly it correlates with conversion:
🟢 Strong signal – Highly correlated with conversion
🟡 Moderate signal – Notable correlation
⚪ Weak signal – Negligible correlation
What to do with this: Use the pattern to guide your pipeline planning and set clear benchmarks for what "ready for sales" looks like.
3. Recommended Actions (Next Steps)
This section answers the question: what can you do right now to move more accounts toward the ideal pattern?
Each recommendation is ranked by potential pipeline value and includes:
A clear action sentence: "Send marketing emails to 523 companies" or "Invite 890 companies to webinars"
Progress indicator: How close your accounts currently are to the optimal engagement level for this activity
Potential pipeline value: The estimated revenue impact if you execute this action
Filtering: Use the temperature filter (All, Aware, Engaged, Hot) to focus on specific account stages.
Actions available:
View Accounts: See the specific companies that need this engagement
Understanding Key Metrics
Expected Value (EV)
The potential pipeline value if accounts convert. This helps you prioritize actions based on revenue impact – see the real results of getting accounts to their ideal engagement pattern.
Conversion Rate (CVR)
The percentage of accounts in a stage that have created opportunities. As accounts progress closer to the ideal pattern, their CVR increases.
Optimal Threshold
The target engagement level for each channel or content type. For example, if the optimal threshold for "Marketing Emails" is "18+", successful accounts typically receive 18 or more marketing emails before converting. This is the benchmark you're working toward.
Accounts with Gap
Companies that haven't yet reached the optimal engagement level. These represent your opportunity – close the gap, and they're more likely to convert.
Accounts Crossing Threshold
The number of accounts expected to reach optimal engagement if you execute a recommendation.
Using Drilldowns
Click on any metric card, bucket, or recommendation to open a detailed view:
Accounts View
See every account in the selected group
View their score, touchpoint count, and last activity
CRM icons show which accounts are synced to Salesforce/HubSpot
Export the list or create an audience for targeting
Opportunities View
See pipeline opportunities created from these accounts
View deal amounts and company information
Track the revenue coming from your target account efforts
Configuring Blueprints
Blueprints is powered by scores you configure in Atlas → Activate → Scoring. You can create multiple scores for different use cases (e.g., SMB vs. Enterprise, different product lines).
Creating a Score
Click Create New Score to set up a new Blueprint score. Each score includes:
Name
A descriptive name for the score (e.g., "SMB Score", "Enterprise Score", "Product A Score")
Score Type
Behavior (engagement-based) or Fit (firmographic match)
Level
Company (score at the account level) or Person (score individual contacts)
Conversion Goal
The outcome you're optimizing for (e.g., MQL, Deal Created, Deal Won, Demo Visits)
Configuring Behavior Scoring
For behavior scores, you define what engagements and signals contribute to the score:Touchpoint Properties (up to 3)Select which defined properties should be included as engagements. These are the dimensions Blueprints will analyze to find patterns. Common choices:
Channel
Asset Type
Campaign
Score Breakdowns (up to 3)Select dimensions to segment the score by. This allows Blueprints to find different ideal patterns for different segments. Common choices:
Geo-Segment
Target Account Type
Product Line
Managing Scores
From the Scoring Configuration screen, you can:
Edit any existing score to adjust its settings
Delete scores you no longer need
Create new scores for different segments or use cases
Segment Filtering
Use the segment filter in the header to focus Blueprints on specific subsets of your data. For example,
By Region: See patterns for EMEA vs. North America
By Target Account Type: Compare Enterprise patterns vs. SMB
By Opportunity Type: Analyze different product lines separately
Each segment may have different ideal patterns – what works for Enterprise may not work for SMB. Blueprints' machine learning determines the right pattern for each segment automatically.
Common Use Cases
1. Campaign Planning
Review the engagement pattern to understand what mix of channels and content successful journeys include. Build campaigns designed to move accounts toward that ideal.
2. Progress Tracking
Use the funnel to see how accounts are progressing over time. Are more accounts reaching "Hot" status? That's your marketing working.
3. Marketing & Sales Alignment
Check sales coverage on Hot accounts weekly. These are accounts you've invested in nurturing – make sure sales is following up while intent is high.
4. Pipeline Reporting
Use the Pipeline Created section to demonstrate the revenue results of your cross-functional efforts. See exactly how much pipeline came from accounts that progressed through your nurture.
5. Gap Remediation
Review the Next Steps section to find the highest-value actions for moving accounts toward ideal engagement.
How HockeyStack Blueprints Works
Blueprints analyzes your historical data to find patterns. Here's what happens behind the scenes:
Journey Analysis: The AI examines all customer journeys – both those that converted and those that didn't
Pattern Mining: It identifies which engagement patterns correlate with conversion
Probability Scoring: Each account receives a conversion probability score based on how closely they match the ideal pattern
Gap Identification: Accounts are analyzed for engagement gaps compared to optimal thresholds
Value Estimation: Expected pipeline value is calculated based on conversion rates and deal sizes
Historical patterns are continuously refined as new conversions occur.
FAQ
Q: How often does Blueprints data update? A: Blueprints data refreshes regularly to incorporate new engagement and conversion data.
Q: Why don't I see certain channels or content types? A: Blueprints only shows patterns that have meaningful correlation with conversion. Low-impact items may be hidden or shown with lower priority.
Q: Can I filter by custom segments? A: Yes, use the segment filter in the header. Available segments depend on your configuration.
Q: How do I act on recommendations? A: Click "View Accounts" to see the target list, then export or create an audience for targeting.
Tips for Success
Start with the pattern – Understand your ideal journey, then work backward to plan campaigns
Track progress weekly – Watch accounts move up the funnel; that's your leading indicator of pipeline
Close the sales coverage gap – Hot accounts without sales outreach are missed opportunities after all your hard work
Focus on high-value actions – Not all recommendations are equal; prioritize by expected pipeline value
Use segments to find differences – Enterprise and SMB may need different approaches to reach their ideal pattern
For questions or support, contact your HockeyStack Customer Success Manager.
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