Building Journeys

This section introduces the core concepts and hands-on process of building account journeys and person journeys in Adobe Journey Optimizer B2B Edition. As B2B marketing becomes increasingly complex, successful engagement requires orchestrating experiences that span both the entire account and the individuals within it. Understanding how these two journey types work together is key to delivering relevant, coordinated interactions across the buying group.

In the following exercises, you will learn how to design account journeys that guide engagement at the organizational level—helping you manage buying group progression, track solution interest, and drive alignment across stakeholders. At the same time, you will build person journeys that focus on individual roles, behaviors, and preferences, enabling more personalized and timely communications.