Adobe Customer Journey Analytics B2B
Hello Team!
Welcome to the Adobe Customer Journey Analytics B2B Edition Hands-on Lab!
Customer Journey Analytics B2B Edition adds account-based reporting and analysis. In B2B (business-to-business) sales, the purchase journey involves multiple parties, online and offline touchpoints, and key stages before closing a deal. B2B companies need to track all these interactions in a unified journey view to effectively analyze and optimize their marketing efforts and account experiences.
Typical B2B sales characteristics are:
- large transaction amounts
- long sales cycles
- multiple decision makers and influencers, usually forming a “buying group”
- more educated buyers
- increased importance on customer retention and upsell
- millennial B2B buyers expect a more seamless “digital consumer” like buying experience
B2B marketing focuses on optimizing touchpoints and reducing the purchase and consideration cycle. Since B2B sales cycles rely heavily on in-person meetings, offline interactions such as live events, and working with buying groups, digital person-based data alone isn’t enough. B2B organizations supplement this with data from CRM systems and specialized solutions. Yet traditional B2C marketing components, likreads, campaigns, channels, and site visitors still play a crucial role in B2B marketing.
B2B sales and marketing have evolved beyond traditional lead generation funnels to focus on customer lifecycles and buying groups. This shift reflects the changing nature of B2B purchasing, where decisions involve multiple stakeholders across various touchpoints. Today’s B2B buyers follow a complex, non-linear decision-making process.
B2B marketers face growing pressure to demonstrate how their activities contribute to revenue generation. While aligning marketing efforts with business goals and measuring revenue impact is crucial, many measurement tools are designed for B2C scenarios. As a result, B2B marketers are seeking dedicated tools that provide accurate insights and align with their specific objectives.
Customer Journey Analytics B2B Edition helps B2B companies align their marketing, sales, and product teams by providing actionable account insights that drive revenue growth. With the account placed at the center of the data model, all analysis focuses on the account journey. Adding a new layer of entities (accounts, opportunities, and buying groups) on top of person and time-based events, creates a complete picture of the B2B marketing and revenue lifecycle.
Our goal is to help you gain practical knowledge that you can apply to your business, from data integration to activating experiences. We encourage you to ask questions, participate in lab exercises, and make the most of this collaborative learning environment.
Let’s get started!