Unlock groundbreaking insights to elevate account and buying group experiences with Adobe Customer Journey Analytics B2B Edition.
06-18-2025
The B2B buying journey is exceptionally complex, involving numerous decision makers and influencers, each with their own distinct priorities. While B2B brands generate vast amounts of data from their interactions with these stakeholders, it’s often spread across multiple systems — like CRMs, cloud platforms, account-based marketing platforms, and marketing automation platforms — making it nearly impossible to build a complete and cohesive view of the account and buying group’s journey. In fact, aggregating activity across countless contacts and touchpoints throughout the marketing-to-sales cycle is so difficult that many brands avoid it altogether or spend months building custom reporting that only scratches the surface of understanding each account.
Without full insight into the B2B customer lifecycle, it’s impossible to personalize buyer experiences based on behavior, lifecycle stage, or product usage. It also limits understanding about churn, account health, and pipeline quality, leading to missed opportunities for optimization.
To fill this intelligence gap in B2B customer analytics, Adobe is excited to announce Adobe Customer Journey Analytics B2B Edition, a new application built on the Adobe Experience Platform that provides an organized and chronological view of the entire cross-channel customer journey. Available globally, B2B Edition conducts multi-layered journey analysis that delivers actionable insights across stakeholders, buying groups, accounts, and opportunities to inform next-best actions for creating value and accelerating revenue opportunities. This holistic approach allows marketing and sales teams to work together seamlessly, driving shared strategic goals across acquisition, growth, and retention.
Bridging the B2B marketing intelligence gap.
Engaging effectively with buying groups requires a deep understanding of the collective decision-making process and the roles of individual buying group members. Customer intelligence must be the foundation of any B2B go-to-market orchestration that fuels campaigns and engagement efforts. However, marketing and sales teams often operate in silos with fragmented data, disconnected workflows, and a lack of integrated tools challenging true alignment and a shared understanding of account progression.
To overcome these analytics challenges, many B2B brands deploy a variety of account-based marketing platforms, marketing automation solutions, and data visualization tools. But the inability to integrate these tools prevents a deeper behavioral understanding of the buying groups and individual stakeholders throughout the complete customer lifecycle. And without a unified view of behavioral and trait-based data, B2B organizations struggle to anticipate and act on customer needs in a timely manner, leading to missed opportunities to influence account growth.
Customer Journey Analytics B2B Edition helps businesses make sense of all their B2B customer data.
Adobe Customer Journey Analytics B2B Edition provides multi-layered customer journey analytics built for the complex B2B buying process. It pre-aggregates, connects, processes, and makes available all data elements at the individual, stakeholder, buying group, account, and opportunity levels. This groundbreaking architecture enables unlimited queries at runtime, and scaled insights in minutes that usually require weeks or months or simply weren’t available before. Adobe Customer Journey Analytics B2B Edition provides direct interoperability with Adobe and third-party activation platforms, to provide insight activation in the moments that matter.
Analysis Workspace and a whole lot more.
With Adobe Customer Journey Analytics B2B Edition, you get the powerful capabilities of Adobe Customer Journey Analytics, including Analysis Workspace, which allows you to build analyses quickly and share insights seamlessly across your organization. Additionally, all reporting options and visualizations have been further enhanced to address B2B business needs. For example, Journey Canvas and Guided Analysis have been adapted for B2B use cases, and new B2B templates are available for quick out-of-the-box analysis and reporting. Visual mapping capabilities from Journey Canvas simplify complex buyer journey views, allowing real-time analysis of stages, events, and triggers to identify where accounts drop off or continue. All this is combined with a new architecture that brings together all sources and layers of customer data to deliver an advanced B2B customer analytics solution.
Sanjay Vachani is a senior director of product marketing within the Digital Experience business at Adobe. In his role, Sanjay is responsible for GTM strategy and product marketing for Adobe’s Data and Insights business, which includes Adobe Analytics, Customer Journey Analytics, and Product Analytics, all industry-leading solutions powering brands’ data-driven customer experience management decisions with scale and personalization. Sanjay has been with Adobe since 2016, holding roles across business strategy, GTM strategy, business development and product marketing. Prior to joining Adobe, he was a consultant at McKinsey & Co, advising clients across a variety of industries on their growth, marketing, and customer experience strategies. Sanjay holds a Bachelor’s degree in Applied Economics and Management from Cornell University and an MBA from the University of Michigan’s Ross School of Business.
Recommended for you
