B2B Customer Journey Analytics blueprint
Customer Journey Analytics B2B Edition enables account-based reporting and analysis for B2B organizations. Unlike person-centric B2C analytics, this blueprint places the account at the center of the data model so you can analyze complex B2B purchase journeys across multiple stakeholders, buying groups, and sales cycles. Use Customer Journey Analytics to unify behavioral data with B2B dimensions—accounts, opportunities, campaigns, and marketing lists—for journey-based insights and audience creation.
Applications
- Adobe Customer Journey Analytics (B2B Edition)
- Adobe Experience Platform (for B2B and event data)
Use cases
- Optimize account marketing — Analyze marketing impact across campaigns, channels, and content on buying groups within accounts, pipeline progression, and upsell/cross-sell opportunities.
- Grow key accounts — Identify high-value touchpoints across buying groups within key accounts to inform marketing and sales actions, and calculate customer lifetime value at the account level.
- Build product value — Measure the impact of product releases and usage on customer satisfaction at account and user levels to optimize features and inform development.
- Person-based B2B analysis — Combine account and opportunity context with individual user behavior for lead scoring, engagement, and journey analysis.
Prerequisites
- Customer Journey Analytics B2B Edition entitlement.
- B2B and behavioral data in Adobe Experience Platform: B2B datasets (accounts, opportunities, persons, campaigns, marketing lists, B2B activities) and event data (web, mobile, or other channels) available in a CJA connection.
- B2B naming for CJA: B2B-specific data view settings (account ID, opportunity ID, and related dimensions) configured for the connection.
Architecture
Data flows from Experience Platform (B2B and event datasets) into Customer Journey Analytics via a CJA connection. B2B dimensions are exposed in data views so analysis and audiences can be built at account, opportunity, and person levels.
Guardrails
- For B2B Edition product limits and entitlements, see the Customer Journey Analytics B2B product description.
- For Analytics Platform and CJA technical limits, see Analytics Platform guardrails.
- For CJA data ingestion and connection limits, see Customer Journey Analytics data ingestion guardrails.
- If publishing CJA audiences to Real-time Customer Data Platform, see Customer Journey Analytics audience sharing guardrails.
- For end-to-end latencies and platform guardrails, refer to the deployment guardrails document.
Implementation steps
- Ingest B2B and event data into Experience Platform — Bring in account, opportunity, person, campaign, and activity data, plus behavioral events, using sources (e.g. Marketo Engage, CRM, or other B2B connectors).
- Create a CJA connection — Add the relevant Experience Platform datasets (B2B and event) to a Customer Journey Analytics connection.
- Configure B2B in the data view — Enable B2B naming and key dimensions (account ID, opportunity ID, etc.) in the connection’s data view(s).
- Build account-based analysis and audiences — Use CJA B2B use cases and reporting to create reports, breakdowns, and audiences at account and opportunity level; optionally publish audiences to Real-time CDP for activation.