B2B customer journeys aren’t linear. They’re sprawling, multi-threaded, and mostly invisible.

One account might click an ad, trial your product, attend a webinar, and speak to three sales reps — all before legal even gets involved. Another might have five stakeholders browsing your site at different times, for different reasons, without ever filling out a form.

And that’s just the awareness phase.

The modern B2B journey spans self-serve and sales-led touchpoints, individual and account-level behaviors, and a mix of digital and human interactions — all scattered across different tools and teams. No two journeys are the same. No single team sees the full picture.

If your analytics can’t adapt to that complexity, you’re not seeing the customer journey. You’re just seeing disconnected activity.

The challenge: Stitching together a fragmented journey.

Every team sees a different part of the journey — and in B2B, the stakes are higher.

Marketing tracks impressions, clicks, and MQLs. Sales teams log emails and calls. Product teams monitor activation and feature usage. Web teams track page visits, engagement rates, and click paths. Communications teams track brand mentions and media sentiment. Support teams handle tickets and feedback. But without a shared view, no one sees the full story — let alone at the account level.

Each function optimizes for its own KPIs, often based on incomplete or incompatible data. Even when data is shared, it’s retrospective, delayed, or siloed. The result? Gaps in understanding, missed revenue opportunities, and a disjointed customer experience.

The turning point: Real-time journey insight.

Modern B2B growth demands more than channel-specific metrics. It requires a connected, real-time understanding of the customer journey across all teams and systems.

That’s where Adobe Customer Journey Analytics comes in.

What is Adobe Customer Journey Analytics?

Adobe Customer Journey Analytics is a real-time, omnichannel analytics application built on Adobe Experience Platform. It lets teams connect and explore every touchpoint in the customer journey — across marketing, product, sales, service, and more — with the full power of Adobe’s enterprise data infrastructure.

Core capabilities include:

• Cross-channel data stitching: Unify data from CRM, product, web, paid media, support, and more into a single, account-aware view.
• Real-time behavioral analytics: Understand what’s happening now, not just what happened last quarter.
• Visual journey exploration: Drag and drop tools to explore paths, compare cohorts, and surface anomalies.
• Flexible segmentation and breakdowns: Create custom metrics and filters on the fly without reprocessing data.
• Enterprise-ready governance: Apply role-based permissions, data access controls, and full auditability.
• Native integration with Adobe Experience Cloud: Activate insights directly via Adobe Journey Optimizer, Adobe Marketo Engage, or Adobe Real-Time CDP.

Unlike traditional BI tools or CRMs that rely on predefined schemas or static dashboards, Customer Journey Analytics is designed specifically to map dynamic, non-linear customer journeys. It surfaces relationships between actions over time — not just single-session events or pipeline snapshots.

How Customer Journey Analytics supports modern B2B customer journeys.

B2B journeys are long, non-linear, and multi-threaded. One decision often involves multiple stakeholders, dozens of digital and human interactions, and months of touchpoints before a deal closes — and the journey doesn’t end at purchase.

Adobe Customer Journey Analytics brings clarity to this complexity by unifying all customer signals across the entire account — in real time.

Follow every buyer — across every touchpoint.

In B2B, it’s rarely one lead that converts. It’s a buying group. Customer Journey Analytics lets you track how individuals within an account engage across marketing, sales, product, and support — and how those behaviors influence one another over time.

You can visualize paths like:

• A champion attending webinars and engaging with sales
• A finance approver comparing pricing pages
• An end-user activating features in a free trial

All stitched together as part of a single account journey.

Spot friction early and act fast.

Because deals are complex, momentum often breaks down. Customer Journey Analytics helps surface exactly where and why — whether it’s:

• A promising trial user failing to reach onboarding
• Procurement stalling during legal review
• Decision-makers re-engaging after a long dormant period

Customer Journey Analytics visualizes paths in real time using drag-and-drop workspace views — so teams can see exactly how buying groups move, where they stall, and what they do next.

Tie product usage to sales outcomes.

In product-led growth and hybrid models, product usage becomes part of the buying journey. Customer Journey Analytics lets you correlate behavior — like feature adoption or frequency of use — with downstream metrics like deal size, time to close, or retention.

This helps sales teams prioritize the right accounts and helps product teams optimize for conversion, not just activity.

Align all teams with a shared source of truth.

Sales, marketing, product, web, and comms all interact with the same customer — but often speak different data languages. Customer Journey Analytics brings them together with a unified, person-level view of the journey.

No more misaligned KPIs. No more disconnected reporting. Just one clear view of what’s driving pipeline and lifetime value.

Why Customer Journey Analytics is purpose-built for B2B teams.

Most analytics platforms weren’t built for B2B complexity. They track individual sessions or campaign metrics — but fall short when journeys span months, teams, and touchpoints.

Adobe Customer Journey Analytics was designed from the ground up to handle B2B realities.

Built for accounts and buying groups.

Customer Journey Analytics doesn’t just analyze individuals — it understands relationships. You can group users by account, region, role, or any attribute to reflect real-world buyer structures. Whether you’re mapping engagement across an entire enterprise or isolating high-value influencers, Customer Journey Analytics keeps your analysis aligned with how B2B works.

And because it runs on Adobe Experience Platform, it benefits from native identity resolution — linking anonymous and known behaviors into unified profiles across devices, channels, and time.

Real-time, retroactive, and warehouse-friendly.

B2B teams often need to combine live journey signals with historical deal patterns. Customer Journey Analytics delivers both. It supports real-time analysis of behavior while enabling retroactive queries across massive datasets — including data sourced directly from cloud storage, APIs, or enterprise data warehouses.

Designed for flexibility, not rigid funnels.

Journeys don’t follow a single path. Customer Journey Analytics gives you visual, codeless tools to compare customer paths, identify anomalies, and break down conversion by cohort — without predefined models or static reporting.

Under the hood, Customer Journey Analytics is schema-less and event-based — meaning you’re not boxed into fixed funnel stages or marketing taxonomies. You can analyze any action, in any order, across any channel, retroactively.

You don’t need a data engineer to ask better questions. Just drag, drop, and explore.

Built-in governance and enterprise controls.

Customer Journey Analytics was designed with IT and data teams in mind. It offers field-level access controls, role-based workspaces, and full audit trails — ensuring teams have access to the insights they need without compromising data security or compliance.

Seamless integration across the Adobe stack.

Because it’s built on Adobe Experience Platform, Customer Journey Analytics works natively with Real-Time CDP, Journey Optimizer, and Marketo Engage. That means you can connect journey insights directly to activation — without complex stitching or data movement.

Use cases in action.

Adobe Customer Journey Analytics gives enterprise teams the visibility and insight to act at every stage of the journey — but real transformation often comes when it works in concert with other Adobe Experience Cloud applications.

Here’s how that looks in practice.

Improving trial-to-paid conversion in SaaS.

The business need: A B2B SaaS provider with a freemium offering struggled to convert trial users to paid plans. Despite high traffic, most users dropped off early, and sales had no visibility into which accounts were worth prioritizing.

The application’s role: Customer Journey Analytics unified behavioral data across the product, website, and CRM. Teams uncovered that users who received onboarding emails and invited colleagues were far more likely to convert — but most weren’t hitting those milestones.

The broader solution:

• Journey Optimizer triggered real-time, personalized nudges during critical drop-off points.

• Real-Time CDP enabled audience segmentation by industry, role, and usage level.

The outcome: A redesigned onboarding flow and real-time campaigns drove a 21% lift in conversion, while sales focused on high-intent accounts flagged by usage signals.

Mapping engagement across buying groups.

The business need: An enterprise software vendor needed to understand how different stakeholders within a target account engaged across a complex, multi-month sales cycle.

The application’s role: Customer Journey Analytics visualized engagement patterns across email, events, landing pages, and content downloads — not just by individual, but grouped by account. The team saw clear role-based engagement trends: IT leads spiked early, finance later, and legal showed up right before purchase.

The broader solution:

• Real-Time CDP managed relationships between individuals and accounts.
• Marketo Engage orchestrated persona-specific nurture streams.
• Journey Optimizer surfaced high-intent signals to sales in real time.

The outcome: Time to close dropped by 17%, with more precise engagement and fewer dead-end leads.

Reducing churn risk in enterprise software renewals.

The business need: A global enterprise software vendor needed to reduce churn risk across large account renewals. Sales teams often found out too late that customer sentiment had shifted — after adoption stalled or key champions disengaged.

The application’s role: Customer Journey Analytics combined product usage, support tickets, and marketing engagement to detect churn signals. Users with low feature adoption or disengaged admins were far more likely to lapse.

The broader solution:

• Real-Time CDP tracked and enriched at-risk accounts in real time.
• Journey Optimizer triggered proactive outreach from customer success — including usage prompts and check-ins.

The outcome: Churn dropped by 13% across strategic accounts, and sales teams gained better renewal visibility.

From fragmented touchpoints to unified growth.

In enterprise B2B, the difference between growth and stagnation isn’t more data — it’s better alignment.

Marketing, product, sales, and customer success all touch the customer journey. But without a shared view of what’s actually happening — across every account, every persona, and every touchpoint — decisions get delayed, opportunities slip through the cracks, and strategies stay siloed.

Adobe Customer Journey Analytics changes that. It gives every team a real-time, unified view of the customer journey — not as a static report, but as a dynamic system of signals, behaviors, and outcomes.

When connected with Real-Time CDP, Journey Optimizer, and Marketo Engage, Customer Journey Analytics becomes more than an analytics tool. It becomes the operational layer for driving smarter campaigns, faster interventions, and more confident decisions across the entire lifecycle.

Whether you’re just starting to unify data across systems or scaling orchestration across business units, Customer Journey Analytics supports both early-stage visibility and advanced activation. You can start with simple path analysis — and grow into real-time orchestration when you’re ready.

For B2B teams navigating complex buying groups, long cycles, and hybrid go-to-market models, this isn’t a nice-to-have. It’s the system that connects effort to outcome — and turns customer journeys into a growth engine.

Ready to see what your customer journeys look like?

Book a demo of Adobe Customer Journey Analytics and discover how your teams can go from disconnected touchpoints to coordinated growth.

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