Accelerate B2B Growth with Actionable Insights - Unlock the Power of Customer Journey Analytics B2B Edition

Hey everybody, welcome to Experience League Live. Glad to have you here today. My name is Doug. I’ll be the host today. We got a couple of great guests. We got a great topic and looking forward to the show today. And the topic by the way, in case you hadn’t read it and you just in here because you, you know, you because of your fans of the show, I don’t know. It is accelerate B2B growth with actionable insights, unlocking the power of customer journey analytics B2B editions. So we’re really psyched to hear about CJA B2B and how it can help you with the with a special use case of, of course, business to business. So, so we are going to get our guests in here in just a second. I am going to first tell you that we do have you may have seen this in your registration. Thank you email we have a demo environment. I see Sanders put that in the comments. So that’s awesome. If you haven’t already you can click there. I also have the link down in the in the description on YouTube. But you can click there and you can sign up and it’ll it’ll get you a click, you know a link into a demo environment and we will have you thank you. There we go. And we’ll have the we will have that available to you during the show so you can play along. I will say however that we’re not going to like stop the show to you know if you have any issues where you’re trying to get to the right place or you’re not caught up or those kinds of things. We have people manning the chat. So if you do have a problem accessing that then go ahead and put that in the chat and let us know if you’re you’re having an issue there. And then we’ll just kind of forge onward here in the show anyway. Hopefully this works great for everybody. Anyway without further ado let’s get our awesome guests in. First we will welcome Caitlin Bonac. Caitlin welcome to the show. Come on in. All right.

Our studio audience is slow. They really wanted to you know make sure you were there. And and our other guest today is Kerry Olson. Come on into the show Kerry. All right.

We’re waking up. Yeah all right. That was a good crowd. Yeah they were ready there. All right. Thanks you guys. Appreciate you coming in and being our experts today. We’re gonna have a good time and and get some good information to these folks about CJAB2B. Before we jump into the topic I want to let the let’s folks kind of get to know you guys a little bit so they know where you’re coming from and what you do all day and that kind of thing. So Caitlin let’s start with you. You are you’re a digital marketing technical evangelist. Is that right? Yeah say that five times fast. Yeah exactly. What what is that what is an evangelist besides evangelize? How can you tell us what you what you do all day? There you go. We evangelize our products. So I work really closely with our PMs and our PMMs to make sure we understand the latest and greatest of what’s coming on the roadmap. How can we tell those future stories as well as what’s coming to market and help stitch together all of our products to show the power of the platform at events like Summit or Experience League Live and really just get the magic out there for our customers and help them see value in our products. Nice thank you yeah and Cara you’re a senior expert solutions consultant so yeah you’re you’re down and you’re in the weeds there. You know taking taking all those those questions and things like that right tell us tell us a little bit more about your involvement there. Yeah so I’m senior expert solution consultant with Data and Insights so that really just means I focus all of my time and energy on data analytics and talking to customers about their challenges and helping them see how customer journey analytics could address some of that and in particular I work with a lot of high tech and b2b companies so really excited to share the power of what b2b edition unlocks in these new and complex use cases. Yeah yeah yeah great awesome and again before we move on first we have to know a lot of you guys like we saw in the the lead-ins you know video there that Caitlin you your favorite hobby is making homemade pizza or I mean pasta and pizza I guess you you just came along that when did you start doing this and do you have Italian roots? I do not but my husband does and so we perfected like generations down ravioli recipe from his Nona and then in COVID of course we perfected our sourdough pizza crust recipe. Oh nice yeah very nice okay I love it I love it and Carrie you know Cribbage I mean I’m very sad I don’t know that I’ve ever actually even played Cribbage that’s your favorite card game and I’m not yeah I’m not asking for a you know a board here you know or anything but but no you know but you got into and you’re like I can make those and do those for gifts and so yes and someday if you see me around you can ask me how Cribbage helped me get my job at Adobe. Oh okay good singer okay you’re a good singer for the next show yeah you got any of those coming up for this this you know this Christmas for any friends or family? I do I have a special one I had some friends get married last year and I preserve their flowers and making a Cribbage board for them. Nice very nice okay love it well thanks guys thanks for thanks for being here today let’s let’s dive in um so Caitlin I think you’re gonna kind of start us off right and kind of give us kind of give us the background kind of give us a frame of reference here before we dive into a demo. Sure I am. Okay let’s take a look at that.

All right thanks Doug so yes so Carrie’s going to jump into the fun stuff take you through a guided demo but I really just wanted to take a quick step back set the stage some of you might be familiar with customer journey analytics wanted to take a moment to kind of help you understand how this is different with B2B edition and kind of what the macro trends in B2B space are and why and what led us to build the B2B edition here at Adobe. So we know with customer journey analytics that’s one place that really helps you analyze and visualize all that customer data across one platform both online and offline touch points coming into that one place your kind of data command center but the thing is it’s at the individual level and while that works really well for B2C what we’re finding and some of the trends I’ll talk to for B2B is that we really need all of that data again online offline multiple places all in one place but of course at the individual level in addition to with the B2B edition three new entities the buying group the opportunity and the account level as well and so I’ll take a quick step back and just look at the B2B market in general and some of the key challenges that really led us to you know put our heads down and figure out how we could build something that would really help both sales and marketing have that one kind of view of data that would help them work towards those shared KPIs and the first is really those cross-channel customer experiences I’m sure we all are very aware of of course increasingly now with multiple channels a lot of our customers are actually I think upwards of six they’ve done upward of 60 percent of their research on a product before they oftentimes even engage with sales so that’s a lot of data that we need to capture and understand and factor into our go-to-market the second one is increasing technology debt there’s a lot of tech out there B2B companies in particular you know we don’t want that shelfware there so what can we do to minimize all of that tech have the one solution that really works for us third we know it we love it it’s everywhere AI B2B companies are also expecting now the agentic and the autonomous capabilities to help us drive those intelligent decision-making capabilities and you’re going to see today actually Carrie talk about data insights agent as well as our generative AI captions in CJA B2B so you’ll see first and up and close and personal with how we’re handling AI with B2B edition and then lastly of course we always want to look at you know our cost and you know what does it cost to retain a customer versus attracting that net new customer and how can we better retain those customers where it is that lower cost so now that we’ve looked at kind of those macro trends on top of that we also know that the buying journeys within B2B are getting a lot more complex we have a lot more decision makers within a buying group within an account it’s harder to keep track of them we have multiple different channels lots of different interactions lots of different places we can find information LLMs etc and so this is making it a lot more challenging a lot more tools a lot more tech that’s involved in that process so this leads us to say you know what do our customers need what’s keeping our customers up at night and a lot of what we’ve heard from our customers is oftentimes both sales and marketing don’t have that one view or those shared KPIs or that shared data view and language around one their shared KPIs two you know oftentimes they don’t know where their sales are or where their accounts are within that sales cycle from both perspectives marketing and sales and then oftentimes with this introduction of the concept of buying groups we often don’t know who that buying group is again with the view of marketing and sales in that account and so there’s these when we look at B2B companies really trying to deliver an impactful go-to-market we see oftentimes companies are falling a little bit flat due to the lack of you know sales and marketing not knowing entirely what’s working today through kind of these four different areas and so even though we might be qualifying leads with marketing we don’t know if that’s you know a valuable lead or not so how can we look at that customer life cycle journey across all of the life cycle and really understand you know powered by that cleaner data model with B2B edition how can we look at the data that we need to drive those more unique customer experiences and so simplify this even down further to just two main points essentially coming from our own customers our own customer advisory board it’s these two things one I need to bring all that different data across from all my different systems into one cohesive journey that I can see and then two how do I do and I’ve touched on this multiple times already how do I get sales and marketing using that same data talking about the same analytics data or language so that we can move that revenue move folks through the pipeline farther so that led us to look at what is that gap what is that shared analytics gap across the ecosystem currently where we might be able to help move that needle and so we looked at ABMs we looked at marketing automation platforms ABMs account-based marketing platforms and then our data visualization our BI tools and we know you know ABMs are really strong at things like you know where that pipeline influenced by paid media or intent data or advertising channels but what we’re really lacking is that end-to-end or the behavioral insights as well for marketing automation platforms it’s great we’re connected to CRMs we have those third-party integrations and we understand you know how we can personalize those messages but we don’t often have it at the account or the buying group level and then finally our data visualization I know probably a lot of you on here love those tools so we have other tools out or there are other tools in the ecosystem but again they’re not visualizing things in an easy way across the entire life cycle so that’s really the differentiator that we wanted to solve so right there in the middle you’re going to see how we at Adobe decided to kind of fill and create a product that fills that analytics gap so number one it’s really what like we said that complete holistic detailed view of the entire customer life cycle to making sure that we have that accessible data across the stages to actually take actionable insights three again shared KPI shared vision of the data how do we move together faster and then making sure that comprehensive lead to revenue market marketing performance we can actually see that and report on it so drum roll that is what led us to create CAA B2B edition and so this is purpose built very unique in the industry let’s see if we can get it to load here all right I will speak to this slide it’s purpose built it’s an application that provides you know organizing chronological view again across the entire B2B customer life cycle journey and we know from talking to customers that we want to synchronize data synchronize their actions from achieving shared account-based marketing KPIs talked on that number two we want to see those shared revenue goals so that we can both sales and marketing drive account acquisition growth and retention and three we want to build that product value and adoption and I’ll speak to these three use cases in just a second and just to further highlight the differences between CGA and CGA B2B edition this is how it might manifest itself in a dashboard and Carrie will go through this further on the left hand side you know we see things like people orders products views which makes sense in the B2C space however at the B2B space now you’re seeing you know how do we see that deal size change the accounts opportunities what buying groups and then you compare those and measure those against one another and then that you know the the architecture beneath that is different between the two giving us the power on the B2B edition to do that with the account and the buying groups as well and then finally before I hand it over to Carrie here are really kind of like the three main use cases and Carrie will touch on some of these I touched on these earlier one you know optimizing that account-based marketing so knowing who in the buying group so that we can personalize that content you know what roles within the buying group are actually responding well to the content that we’re seeing across the campaigns for growing key accounts you know being able to see a comprehensive view of the sales cycle where are people falling out where are accounts falling out of that sales cycle how can we identify and unstick any of those touch points and then also how do we identify those high value touch points you know what is working how do we do more of that and then finally and ultimately the goal is of course shortening that sales cycle getting to revenue or a closed deal faster and we can do this with those shared that shared data view and having that one source of truth so that’s a little bit about you know customer journey analytics that we know and love how do we add more magic to be able to do that in the B2B space and then finally now we’re actually going to pass that off to Carrie so you can dive into the demo I just want to I just want to remind everybody that you know there is the the chat there feel free to put any questions that you have you know in there so that we can we’ve got the experts here that we can have answer your questions so today you know it’s an ask ask me anything you know so feel free to to let us know we can address those. Boom the demo the demo company would like to thank the band leader thank you.

Thanks Caitlin thanks Doug so like mentioned you are absolutely welcome to follow along if you are wondering where to log in you can always go to experience.adobe.com and log in with the email you used to register if you already have credentials you’ll want to make sure that you have switched to the Adobe analytics university student sandbox because that’s where we’ll be going from and you’ll want to make sure you open the project once you’re in customer journey analytics the one that we’re going to be talking about is the experience league live CJA v2b edition now if you are having problems logging in or you fall behind don’t worry you’re getting this recording and you’ll keep access to this environment so you can come in play along we left a lot of notes you’ll see I’m not going to read all these notes but they’re in here for you to be able to digest what we go through right so follow along play along or just listen and follow along later yeah that’s probably that’s probably one thing that I would do is probably just watch it and then try to get on my own later on so thank you uh Carrie that’s great that they’re going to have access to that after this during the recording as well excellent so like Caitlin mentioned with the b2b world right we are interacting across so many different channels and we’re collecting a bunch in web and mobile web and maybe we have app we have our sales meetings we have customer we have webinars right we have in-person events we need to be able to see all these different touch points that help not only just in the pre-purchase but what about during purchase and post-purchase so we can understand all the people at the account how the account is performing how we’re moving opportunities along how are buying groups engaging are they interacting with what we’re showing them how can we look at cross selling upsell that means b2b questions are really hard to answer so we needed a way to bring this all together with those complex relationships and that’s really what b2b addition does because we’ve unlocked the ability to get really granular at the account level at the opportunity level at the buying group level at the person level right so we’re really opening all those doors to really unlock all of that so you’ll see here we’ve got some great data sources we’ve got a lot of different events and sessions and people but we can start asking questions like okay what are our highest revenue accounts right if you were previously maybe an adobe analytics user you didn’t necessarily have that sort of information because it lived in your crm right and maybe you want to understand your leads generated and maybe you want to understand what how that’s trending with revenue closed one but again that lived in our crm so it was really hard to understand activity and engagement to what’s happening with the lead so maybe some of you are familiar with customer journey analytics maybe you haven’t seen customer journey analytics at all and maybe you’ve lived in adobe analytics we’re going to talk about kind of some differences with customer journey analytics and adobe analytics in the b2b context and also do some exercises if you’re new to cja don’t worry that’s totally fine too we’re going to kind of walk through it at a comfortable pace but we might be moving along kind of quickly so if you are new right we’ve got all of our dimensions all of our metrics this is demo data so if you see something in here you’re like what is this well it’s just our demo environment this is always going to be reflective of your data when you come to stand it up what i want to do now in particular is go okay if i want to understand my leads generated what is the lag effort to our revenue closed one so maybe i can start understanding that sales cycle so we’re going to visualize not just in the table but what are these generated to revenue closed one looks like so i’m going to come over to my visuals on the left and i want to grab my combo chart and you can just drag it over everything in customer journey analytics is drag and drop um from there what we’re going to select is month i want to look at this by our most recent months in my visual and i want to take a look at my revenue closed one and you know what i want to compare it to is the leads generated i want to see if i can maybe understand different elements here and in this case i’m going to compare it to a secondary metric and that’s going to be my lead generated and what i like about showing you this is you’re going to notice as soon as we build it out it’s really kind of hard to tell the lead generator just looks flat so this is my first tip to you for the day whenever you’re looking at a visual you can come up to the cog and there’s a bunch of different settings you can take a look at in this case i’m going to click on normalization so it will normalize my leads generated which is a much smaller number than my revenue and we can in fact see okay we do generate a lot more leads and it the lag time for revenue closed one is pretty significant right and we are starting to see a little bit of a drop off so we might want to start targeting some of our lead generation right we want to might drive some marketing efforts to that because we really know that we have increased revenue closed one as a lag effect of leads generated now again if you’re new to customer journey analytics let’s talk about some ease of use features so like kaitlyn mentioned we have a lot of power here with customer journey analytics to get to these self-serve insights right so we want to turn these complex data sources into a really easy to use interface so with customer journey analytics we have something first called templates so if you’re in here with me you’re just going to navigate back to workspace i already have my tab open over here and you can click on templates and you’ll want to make sure you’re in our cja b2b edition demo view but what i wanted to show you is there’s a bunch of pre-built templates maybe you’re in here and you’re like okay we have our data in i really don’t know where to start well maybe we want to take a look at opportunities or maybe let’s actually look at buying groups right i want to see buying group activity i don’t even know the questions i want to ask about my buying groups help me visualize this in some way so you can always click use template and in this case i’ve already run it ahead of time but it auto generates this dashboard for us right where we can go okay in the last three months we see we have about 4 000 buying groups across 2500 accounts right that’s accounting for 12 000 people that’s pretty great so we can understand maybe the different engagement they’re experiencing so the events how many sessions these specific buying groups are having that could help us maybe target buying groups that are under engaging right that we might want to re-engage with we might want to see the specific people within a buying group so here we’ve got our a filter for our specific buying groups or specific accounts and then we can actually drill into about the people right so this is pulling from my pseudo crm id again a great way to just kind of get started and understanding buying groups from there of course is always the next question in which case now maybe we’re going okay we talked a little bit about uh lead generated maybe i want to understand um that revenue closed one and i also want to understand what about those accounts we lost right so revenue closed lost customer journey analytics and this is for folks who are familiar with adobe analytics this is a new feature for customer journey analytics called guided analysis with guided analysis we can ask a variety of questions about our data maybe you’re not a technical user maybe you don’t know where to start and maybe you want to see things like active growth where you can always see users who are engaging uh who are new or maybe returning to the webinars and you can always understand what these visuals are by just clicking this little eye one of my favorites is release impact so maybe if you’ve made changes to say your website to help drive engagement to webinars and you want to see did we get more revenue webinar registrations you could use something like release impact for today we’re just going to stick with trends it’s a nice easy one i’m going to drag trends over and it will pop up here and it allows us to go okay i don’t i don’t know how to engage with analytics i’m not sure what’s happening we’re going to create a trend here it pops up this nice little visual and i’m going to say trend me my revenue closed one and i actually also want to say trend my revenue closed lost so all this is doing is giving us an even cleaner interface for different elements here and of course we can take a look at this as counted by users but we could maybe take a look at all the different events in this case i want to keep it specific to users maybe we want to look at specific segments maybe our high affinity accounts or like we looked at buying groups that weren’t engaging maybe we want to understand buying groups as well so we create a segment of that the nice thing is this visual also gives us a little summary of what we’re looking at right so we can see that revenue closed one over the last 30 days represents about 22 of users so there’s always great ways to get insights from these visuals as we’re going i’m going to go ahead and cancel out of here we don’t need to save it but i just wanted you to get a sense of some of the ways we can unlock some easy access insights and then finally okay oh was there a question i jump in this is uh you know this is just me asking nobody’s asking this one but you know i have questions and uh but i guess i just want to say first of all that you know in case anybody’s kind of wondering this is all kind of um based on the information that they’re bringing in i know it’s probably beyond the scope of this call to kind of talk about the the data you know connections and the data that you’re bringing in but do you want to maybe kind of talk about maybe what what uh you know what is the the data kind of backbone to this to these kind of great uh visualizations that you’re showing here yeah that’s a great question and honestly uh where we spend a lot of our time with customer journey analytics we are powered by adobe experience platform which allows us to really ingest from a variety of data sources so when we start talking about the power of bringing that data in we can connect to um you know whatever crm you’re using whatever marketing automation tools you’re using right it’s meant to be agnostic and really help power those insights now with customer journey analytics what makes it really special and impactful is that instead of just being a you know visualization layer it’s really a business intelligence layer it’s meant to put those data sources in sequential order and allows us to pivot it at multiple granularities so that’s the really cool thing about b2b edition is instead of us pivoting at the person level we can pivot it at like the account level or person level or buying group right the thing with b2b questions is they’re so challenging because we’re constantly needing to look at that data that way and because we’re powered by customer journey analytics we can do things non-destructively and retroactively to our data so when we’re starting to look at attribution for example which we’ll look at here next we can unlock the power of saying well i don’t care about last touch i want to know how this played out in multiple touch points across this whole journey right and you don’t have to worry about realigning the data or re-sequencing or rejoining it’s run at report time and non-destructive right and we can go okay that was great for account now let’s do it at the buying group level and we get it in seconds instead of days that it would take to rejoin and reclassify this data yeah nice great question um and i love that if we’re going to talk about ai assistant which the reason this is so powerful is because we’ve done all that data standardization now we can start to unlock some of our agentic capabilities so in customer journey analytics up here at the top right you’ll see ai assistant and you can start to ask it questions like i’m going to say how many leads uh let’s make sure i type it in correctly how many leads were generated in the last month let’s do the last 90 days because maybe i want to you know we started asking questions about leads to revenue closed one maybe i don’t even know how to drag that in i just need something to be visualized for me it auto adds this visual and goes okay 323 leads that’s great that’s helpful that’s a lovely summary but you know what actually break it down by account for me and this is just a nice way to go okay i got that first question now i need to understand maybe our account right and so we’ll see a new bar graph appear here where it’s going to show us kind of the different uh accounts but i kind of like to see this little table here where we can see okay so here we’ve had some high performing accounts this past month maybe we want to make sure we could get them into some special activation or nurture campaigns right so we’re really kind of able to already get to some very actionable insights just by asking a few questions and getting this visualization auto stood up for me and again with customer journey analytics this is my second big tip whenever you’re like what else can i do if you right click on a visual you’ll get a lot of different options and in this case i’m looking at these four accounts who have four leads i might want to make sure that we have a special campaign for them like i said a nurture campaign we might want to create a segment or an audience from these selections to send downstream to our cdp or to marchetto engaged to maybe do specific campaigns for our newly engaged leads right so we have a lot of interoperability here to kind of understand what’s happened yeah i like that i like that if you as you have it there if you go back i was just going to kind of show also that you know in case people were wondering about that it was trying to show what you know like a hundred or different uh different accounts right and so it’s just a nightmare trying trying to label that under the graph right and so as you selected those top ones you guys might have seen that it just it changed the graph so it was only those so if you do want to see just those uh you can just highlight those and lock it or you can say well i don’t need my hun i don’t need a hundred of them just show me you know show me the top five or whatever right so yeah you’re super user i love it look i’m here i’m here to help but i was gonna say that and i’m like yeah it was my you know my head started to explode trying to trying to see you know what was going on with all of those accounts at the same time yes um so a couple other elements here of our ai functionality if you’re a familiar adobe analytics user you’re probably familiar with our anomaly detection in this case i’m you know looking at uh trended leads over the past uh 90 days and we can see you know it kind of gives me what it expects and we do have one anomaly we had a really effective day maybe we want to understand what marketing efforts helped lead to that did we have some webinars that day right seeing that anomaly could help us know where to dig into our data but we also have forecasting right so we does look like the rest of my month of october it’s forecasting up pretty well for my lead generation we really want to make sure that maybe we’re doing some retargeting of our leads we’re seeing that fallout we’ve seen it a couple times now and then finally katelyn mentioned this anytime you see this little square in a visual it’s going to be intelligent captions and what i love about this is it’s going to give a natural language summary of what we’re looking at right so we can see that there’s a lot of variance in some of our lead generated we can click through and will tell us hey this was our lowest leads it looks like the 17th we got nothing done maybe we want to understand what was happening maybe we just had our uh data entry person out that day right we can understand and take a look at what’s happening and it really kind of helps guide and focus us when we’re looking at this data going what do i ask next what do i need to do to understand what i’m looking at so there’s a lot of great ai and ml functionality within customer journey analytics really meant to kind of unlock the ability to one ask questions and to understand what you’re seeing all right next what i want to talk about is attribution at the right granularity what i like about this and this is really to me if you are familiar with cja even if you’re not b2b edition is really going to unlock what we’ve needed so long in the b2b world which is the ability to understand marketing efforts to the account right not just to the person but maybe to the opportunity whatever we might want to see so we’re going to take a look at that in action and so you heard katelyn kind of talk about these new entities right b2b edition really unlocks our ability to say okay we have everything on the account level we also have these buying group ids we also have these opportunity ids we need to be able to switch the level that we’re looking at to understand different efforts towards that so i have a free form table right here that i’ve pulled up already what i want you to do is grab your marketing channel and drag it over and it’s like we said everything is drag and drop this is great it defaults to the number of events what i want to actually do here is go show me lead generated and what i love about doing this doing about this is you’ll notice right away it all drops to no value and that’s like oh that’s odd but of course it makes sense our marketing channels don’t know a lead was generated leads are generated in our crm right that’s where they’re stored so with customer journey analytics what we can do is look across data sources look across channels and attribute events that happen in different channels to events in other channels so at any time you can like i said right click and in this case we want to modify the attribution model and we have a bunch of rule-based models within here maybe in this case i want to know show me all the marketing channels that at least participated in the lead being generated and with b2b edition now instead of that person this is where we can unlock and reclassify to ask those right questions right so maybe i want my global account in this case i want my account right i want to know how did these marketing channels generate leads for my account and of course like gail had mentioned our deal cycles take a lot longer so we actually want to look back not just you know 30 days we want to look back 13 months show me the marketing efforts in the past 13 months that helped generate this lead and like we said this is all run at report time so it automatically updates and we do see okay great organic search does have a pretty high approach i also have my sales contacts in here that makes a lot of sense if we have sales really engaging on those leads that of course they’re going to have very high participation but at any time you could go okay we looked at account maybe i want to look at this at the global account level or maybe this is where i want to look at it by opportunity right you can always choose to maybe you want to compare attribution models so we looked at lead generated by participation maybe i want to do marketing channel and this time you know what let’s actually do last touch let’s understand what the last touch marketing effort was for the account and let’s do it again in the 13 months right i want to understand that actual last touch and let’s compare them so we could start making decisions about participation versus last touch right and so we do see okay we really are seeing some increased sales contact meetings which does make sense our sales team have those high drives to put in leads and we also see email right so we’re really crediting that towards that last touch again this is a nice value and being able to compare these different attribution methodologies and what i like showing about this is you can do this for any metric right so i’m going to do my revenue closed one we can bring that over and compare we can also do things like event registration maybe we’re taking a look at marketing efforts to our event registration and i want to drag that over we can always go hey let’s actually update this so it gives credit to multiple channels here so i’m gonna right click on my revenue closed one and i’m going to modify this attribution model you know what let’s actually look at maybe this time let’s take a look at participation and let’s look at it for the opportunity right how did this help drive the opportunity in the last 13 months right so you can always come in here play click around it’s not changing any of the underlying data we are seeing okay great our sales contact is getting a lot of partnership here email as well as our sales contact emails for helping drive those uh the revenue closed one right so we can help you know partner with our sales team to tell a great story right where we’re saying okay here’s how marketing generated the leads but here’s how we’re seeing that participation come to lead generated and revenue closed one right and like we said any type of metric you can always change the attribution methodology because we you know we care about lead generator we care about revenue but we also care about engagement so as we’re trying to drive and understand key elements here we can take a look at different metrics all right so that was a lot of kind of clicking and dragging and dropping if you do come back to this we have a nice little summary here some of the things we walked through but again if you take anything away just right click on the visual it will unlock a lot of capabilities for you the next thing i want to show so you saw accounts and opportunities being able to be modified at the attribution level because we’re in b2b edition we can also take a look at containers within a visualization itself so what i want to do here is show one of my favorites which is our flow visualization so i’m going to come over and i’m going to drag this over and let’s just bring it down right here and what i want to see is we’re going to take a look at lead generated as well but maybe what i want to understand this time is what content were they looking at are engaging with so i can make sure that we’re targeting them with the right content for generating leads right so if we understand behavior then we can make some actionable decisions from it so let’s go ahead and look at content type and we’ll let this build out so we can see that um you know we’re taking a look right now it defaulted to our uh you can kind of see it right here our global accounts and that’s great i want to see maybe a couple different content pieces that they looked at so once this kind of ads will build this out a little bit more so we can see what they looked at okay white papers testimonials at the global account level that’s interesting but maybe what we want to start seeing is okay we saw we took a look at this in global account let’s maybe take a look at this let’s see um let’s how do we want to change this maybe we want to take a look at it at the buying group right so i’m going to you saw me click on that little pencil and i’m going to click on show advanced settings and this is where we can change how we’re looking at the data and i can’t stress how cool this is because if you’re in trish working within cja core it’s always going to default to the person or maybe different events with this we want to understand different elements because it’s nice to know how an account moved through but if we’re really trying to target buying groups we might want to be very specific and prescriptive and really personalize with the content that buying groups are looking at so we’ll build this out and go okay show me how buying groups moved through my different content types to get to that lead generated and that’s all within the visual visualization itself and again the difference here being okay doug i’m going to pick on you maybe you’re at adobe with me but you’re not on the buying group but i am we might want to see what my activity is because okay we do see some more case studies appearing in the buying groups so if we’re thinking about sending our content to our specific buying groups especially as we’re going through that account orchestration let’s make sure we’re getting the buying groups case studies because maybe you don’t care about case studies you’re just trying to learn but me and the buying group i am trying to understand how customers are using it so let’s make sure we kind of target them with those case studies and also white papers and testimonials to the rest of the account right so we’re getting a lot of insights into how the different groups are moving through and i hope you’re starting to see okay this is very cool and being able to unlock how these different groups are moving through different types of journeys and you saw before you can see it here now we can always look at intelligent captions too where it’s going to give me a nice little summary of this flow and what we’re looking at and like the nice thing is you can always come in here and experiment you saw me change very quickly from global accounts to buying groups that’s the power of customer journey analytics everything is really done at report time and at speed and scale for these very challenging questions okay so we’re going to look at one more of my favorite visualizations this is a relatively new one to customer journey analytics it’s called our journey canvas this is also specific to customer journey analytics it’s not in adobe analytics but i built one because you know thinking about events right we have a lot of event registration in my data i have a multi-step event process and we you know i want to make sure that they actually get all the way through event registration and they actually attend that event right so in here we can show the fallout and we see a nice little flow but the power of journey canvas is going we can have multiple nodes and we can have multiple start points we can have multiple endpoints we can have multiple dropout points that’s the power of during canvas so for a quick example i’m going to pick on my marketing channels again because i want to understand how email and i’m just going to drag this over and how events or sms uh led to event registration so we just drag over those nodes and i’m going to just zoom out a little to make this easier on myself and we will just now connect these nodes to that touch point and this is where we get different from fallout and flow because now we’re actually seeing how different uh touch points are leading to this here and like we can see before at any time you could take a look at different containers in this case what i wanted to see were opportunities that were leading to this but my container is by account so what’s really cool about this is you will see all the accounts that are falling through so let me zoom back in so you can see this a little bit easier you can see how many accounts are falling out but you can see how many opportunities that represents as well so we’re really getting into great granular access to data that’s really helping us understand at multiple levels what’s impactful here and this was a small example but this can be done for maybe we’re trying to understand support use cases and falling out and when are they calling and why are they calling and you can have nodes down here for calls right journey canvas is a really great and powerful way to say okay show me my multiple touch points and let’s connect it together sequentially so that being said we kind of walked through some of the visualizations we’ve seen containers and how we can use them in action here we’re kind of getting a little full on time so i want to hit on a couple things for sure and one of the first ones i want to show you is just some high level account level recording right we are now in customer journey analytics we’re really unlocking the ability to see how our accounts are doing not just how people in accounts are doing but tell me information about the account itself so in this case i have my opportunities trended for accounts i can see the amount of closed deals we’re doing really great we’ve got some great closed revenue we also have you know kind of my top accounts here right so we can see the revenue closed one and how many deals that represents we’re also maybe going where are we performing well industry wise and in this case what i like to start thinking about is well what about our satisfaction how can we make sure that as we’re driving account behavior we really understand and layer in customer satisfaction to our accounts right so in this case we have some segments of customers with high satisfaction scores and this is just coming from my survey data right it’s coming from my data science team and so we can see our different accounts here for high satisfaction medium satisfaction and low satisfaction and then of course you know the next thing i want to prove out to my team is satisfaction matters a lot because we believe it starts to help drive deal size right the more customers are happy we have an instinct that it says yes deals will be larger and in this case what we can see because we have that satisfaction information in here is yeah there is a nice correlation between satisfied customer satisfaction and deal size right in my case my data is showing me 0.96 right it’s almost perfectly increasing linearly across satisfaction and deal size right so we really want to drive up customer satisfaction and so with that in mind maybe we want to start understanding industries that we have lower satisfaction in so when you’re looking at a table like this well it looks pretty high you could always sort the arrow to go okay what is my industry with the lowest satisfaction and in this case it’s media and entertainment so i might want to start understanding what accounts within media and entertainment are really struggling what are driving those low satisfaction scores so we’re going to build out a table here to dig into that next actionable question which is okay we saw customer satisfaction we know those drive the large deal sizes industry that’s struggling let’s actually focus on those accounts so with this table here i want you to grab account name we’ll come out of here grab account name and drag it over and what i want to do and what i want to show you here is how we can start layering and filtering data so i’m bringing over accounts and now i want to additionally filter that so i’m going to grab industry and i’m going to click this little right arrow to grab my media and entertainment and you can always filter by that information now we’re starting to go okay here’s my accounts here are my account names but what i really want to see are those accounts with low satisfaction right so you saw above we had segments already created for our low satisfaction customers i want to come over here and grab my accounts low satisfaction and this can be okay we’ve now talked we now see these informations or see these accounts let’s maybe do a specific targeting to them right let’s get them in some nurture campaigns let’s help drive up that satisfaction so this is another opportunity to save these accounts and maybe send them downstream to rtcdp to be used in activation to ajob to be on our kind of engage right where we can start specific campaigns to really help unlock some of that customer satisfaction so again we’re getting into some really actionable insights to really help us understand and drive up that deal size and so you’ll see if you aren’t following along i completed this table for you i also added the ability to say hey we have an account name but maybe we have some subsidiaries we want to look at you can always drill in further on a table right so you can bring over new dimensions to break down those dimensions next thing i want to talk about is just hey we were looking at high level accounts maybe we want to look at specific accounts and how they’re performing right so in this case i’ve created a dashboard where i filtered down to just one account and we can see that this account has five subsidiaries we’ve got a lot of opportunities we know about 23 people in this account we’ve had five buying groups in there and we do see some sessions and some page views in the last three months right so we’re starting to unlock some information about this specific account now i’m going to scroll past this because well this is very good information there’s one 201 cja case i want to unlock with you and this again is really powerful within customer journey analytics what we’re looking at now is understanding opportunities right so we’ve got kind of our traditional opportunity fallout we can see our different sales stage we can see how they’re maybe falling out at different sales stages but really what i want to start asking myself is well how long is it taking them to move through the deal cycle what can i learn about the different sale stages and now this is a perfect example of a time where hey we ingested all that data doug you asked me the question about data but now what i’ve realized is i brought in the current sales stage and because everything in cja is sequential i know there’s a time stamp in there but i didn’t bring in like sales stage started at specific data as a dimension so something we might want to do is go i need to calculate time between but that wasn’t already in my data with customer journey analytics we have something called derived fields and again this is unique to customer journey analytics so we can go oh i really do need to see that time between we can come over to our data view and i’m just going to pick on the data view i’m using right now we can come to components and you can always create a drive field now if you’re following along you probably can’t get here with me because this is under admin access but i do just want you to see the derived field i created because the nice thing about this is it didn’t require any new ingestion of data so let me grab my drive fields here i’m clicking my edit so you can see the work i’ve done all i did was say hey if a sales stage name exists or equals opportunity creation and it exists give me the time stamp and if a deal has closed so the close one give me the stamp and now i’m saying hey my output for what i want here is give me the granularity that it took in weeks right so i’m doing some date math between those two dates i just took and tell me how many how much time existed between those two events this is so powerful for customer journey analytics or for users in general right i didn’t have to read ingest data it’s all there i just had to get a new element i wanted without having to do a bunch of recalibration and when we set this up i just walked you through it it took me about that long to set it up so it’s just a great way to go okay i need to add an element to my data analysis that wasn’t there and so when we talk about visualization layers and they’re great and powerful and i love them but cja is really that business intelligence layer it can do things like the right fields to really help us unlock those new questions so i’m gonna wrap up here but i want to show you this field in action so i created this little histogram so just in the interest of time you can always create this on your own to navigate but i did build it out and we can see we do have some fast closers and we have some opportunities that are slow closers right so again that is taking that derived field and saying give me the number of weeks on average that our opportunities close so from there i created a segment of i think i cut it off about 18 and i called those my fast closers and then anything above 18 weeks i called those my slow closers because what i wanted to see was does that impact deal size and it absolutely does right our fast closers are closing at a much higher deal size than our slow closers we can also maybe then start to go okay let’s understand behavior of those types of opportunities so we can make sure we’re targeting them with the right content so our slow closers really do like the implementation demystified built for business leaders type of messaging but our fast closers were like we need scalability right we want to maybe target them with the types of messages we sent them in those campaigns so we’re learning from our previous behavior to help us drive different elements now we could take a look at this by site section and i’m just going to show you that as our final little exercise here i’m going to replace this services campaign with site section so you can see maybe the different types of information that they’re engaging with so our fast closers really like those testimonials we do see that a little bit more in our slow closers as well so maybe we want to make sure that if we’re trying to drive up those fast closers we’re really pushing those testimonials looks like we really do have some great case studies maybe we want to make sure we’re pushing and targeting them with that type of content okay we’ve got just a few minutes left yeah look everybody hang on for a second now everybody in through the nose that’s a lot yeah this is amazing and i’m really glad that everybody can kind of go through this again and then like pause and go okay i want to yeah let’s let’s think about that too so that is great um do you have a question if you have a final thing you want to talk about before i kind of ask a question here you can i don’t want to slow you down no no i think uh wrap up is great and like i said you are more than welcome to keep playing with the project you’ll notice you’ll just need to save as and save it with your initials or something so you can play around with it um but yeah you can absolutely you know come in here and experiment take a look at our demo data and have fun try to leave you a lot of different and good notes and types of nuggets there’s even more in here for you to see and explore please feel free to play yeah this is amazing this is so cool that people can can do this too i’m really glad that you guys put this together so they can go in and take a look at it and play with it and again do a save as uh and so come back to it etc later on show people etc uh we did have i am going to bring up this this one up from i’m gonna go wu-wei-03 hi team is it possible to have access even just read access to the aep setup for this demo and so i’m i’m sure that a lot of a lot of the people kind of going through this and i guess kind of referring almost back to what i was saying at the beginning right this is all kind of built upon the the structure and the foundation of the data that you’re bringing and so the question would be like am i really getting in my in my setup you know am i going to have access am i going to be able to drill down by you know x y or z and so and so at the end of the day i’m i mean it really kind of comes down to the data that they have available right to see how deep they can go on or exactly you know what kinds of events or what kinds of you know what kinds of of conversion events that they’re going to be able to tie into this yes and the thing i would add if you are going gosh where do i start where do i get data going for our b2b customers customer journey analytics is going to have immediate unlocks because you can’t get to account entities and buy a group entity so even if you’re just bringing in your digital data you’re already getting a lot of data from the media and unlocks and of course cja is meant to grow with those use cases so you can layer in data sources as you grow right so you’re saying well okay our salesforce data is definitely not ready for ingestion yet but maybe we want to conduct and clean up our crm so we can ingest that data you can always grow with it so you can unlock more and more use cases as you go right so i think that’s a great point doug that hey is would my data look like this well it depending on what you want to see it absolutely could but it’s probably going to look different because your data is just different no that’s great yeah great point yeah i appreciate that and uh thank you to our producer sandra there for for putting a link to the page on experience league uh where where this recording will be and um and so we’ll get this up there we’ll get the recording of this up there tomorrow sometime and uh and you’ll be able to to go through this again so if you want to click you can click through to that now and of course the recording won’t be there but you can bookmark it if you want and that kind of that kind of thing um but yeah i know we’re running out of time we’re where everybody has been so great to so many people sticking around and you guys were fantastic this is a great uh a great pile of data for us to then to really you know bring into our our brain and sift it around and so i really appreciate both of you guys um on this and so i think we’re going to go ahead and we’re going to close it out today um and just again thank you to kaitlyn and carrie for this great stuff about b2b in cja and thanks to to everybody who who came in and watched and was there was there for us and and uh and again uh you’ll have you’ll you’ll be able to uh go to experience league and see the replay on this and still get into that uh that project and play around in customer journey analytics so thanks everybody and we will see you next time thank you