Documentation Journey Optimizer B2B Journey Optimizer B2B Edition Documentation

Audience skills for B2B accounts and people

Last update: October 27, 2026

CREATED FOR:

Intermediate
User

Use audience skills for B2B in the CX Coworker interface. Explore product intent across accounts and people. Identify relevant personas, evaluate buying group coverage, and create buying group role templates.

Assess account interest in specific products and compare intent trends.
Identify people and personas associated with product interest.
Review buying group roles and identify coverage gaps.
Generate and refine buying group role templates.

PREREQUISITES

Before using audience skills for B2B accounts and people, configure the following data definitions and mappings:

Click the Ask Coworker ( ) icon at the top of the application to open the Coworker application. Enter your natural language prompt in the chat interface.

Audience prompt in CX Coworker {width="800" modal="regular"}

Audience skill focus areas

Use audience skill focus areas to explore account intent, understand people and personas, and prepare buying group templates.

Focus

Tasks

Account intent

Assess account intent for specific products using low, medium, and high intent levels. Compare product interest trends over time and identify accounts showing interest in specific products. Review engagement patterns alongside persona coverage.

People and personas

Identify and rank personas by product intent across one or more products. Review opportunity metrics, including win rate, membership rate, and counts. Map personas to roles such as Champion, Decision Maker, and Influencer, and review explanations for role assignments.

Buying group coverage

Evaluate buying group size and persona coverage across accounts. Review role distribution and identify missing personas or roles. Find accounts with champions identified in recent deals.

Buying group templates

Generate buying group role templates for specific products and review recommended persona mappings. Refine templates by including or excluding personas and roles. Validate required roles before creating buying groups.

Limitations

Audience insights depend on configured intent taxonomy, XDM field mappings, and experience event data. Incomplete opportunity data, missing or outdated taxonomy, or missing profile and account identifiers can reduce insight reliability.

Intent calculation uses only these experience events: directMarketing.emailClicked, directMarketing.emailOpened, directMarketing.emailUnsubscribed, and web.webpagedetails.pageViews.

Prompt examples

Enter the following prompts in the CX Coworker interface to explore account intent, understand people and personas, and prepare buying group templates.

Account intent

Explore account interest in products and review changes in intent.

Show the trend window: earliest and latest updates for account product intent per product.
Which accounts have low intent for any product but still have open opportunities (worth nurturing)?
What new intent signals were recorded for <account_name> this week?

People and personas

Identify personas associated with product interest and review recommended buying group roles.

Show me the personas associated with <product>.
Show me the role to persona mapping recommendation for <product>.
For <product>, list personas and roles with their opportunity metrics (win rate, membership rate, counts).

Buying groups and templates

Review buying group intent and coverage, then generate or refine templates.

For <product>, list buying groups with product intent and scores.
For accounts in <industry>, what is the average account persona coverage for <product>?
Create a buying group template for <product>.
Create a buying group template for <product> without the <persona> persona and remove the <role> role.

Concepts

Use these concepts to interpret account intent, persona rankings, and buying group recommendations.

Concept

Explanation

Audience detection

Analyze first-party engagement signals across people in an account to identify product interest and relevant personas. The analysis considers the previous 18 months of activity, including activity before opportunity close. Engagement patterns can indicate product intent when opportunity data is incomplete, but missing data can reduce insight reliability.

Persona

Personas group people by normalized job title, function, and seniority. Use personas to understand who is engaging within an account, including decision-makers, influencers, and support roles.

Mapping buying group roles

Map personas to product-specific buying group roles based on job title, function, seniority, and configured attributes. These roles represent the people within an account who influence or decide on a purchase. Review coverage to identify missing roles.

Opportunity data for persona ranking

Opportunity stage, close date, and opportunity-to-product mappings support persona ranking for each product. When opportunity data is incomplete, ranking uses activity volume and time decay to give recent activity more weight.

Product linkage uses a supplied or generated opportunity-to-product mapping table when available. Otherwise, fuzzy matching links opportunities to products. If no linkage is available, product intent is inferred from recent activity before the opportunity close date. These fallback methods do not eliminate the reliability limitations of incomplete data.

Opportunity analysis

Historical opportunity analysis uses three dimensions to identify persona patterns associated with purchase outcomes:

Win rate: Measures how often opportunities are won when particular personas are involved. Persona patterns associated with higher win rates receive more weight.
Membership rate: Measures how frequently a persona appears in opportunities for a given product.
Persona influence: Measures how persona engagement or activity correlates with wins, beyond whether the persona is present.

These signals inform account intent, persona mapping, and buying group recommendations.

Intent

Intent indicates product interest through engagement, such as webpage visits or email link clicks. Product taxonomy connects engagement activity to keywords, products, and product categories. Engagement depth and frequency determine individual intent scores for each keyword, product, or product category.

Scores indicate interest strength: Low intent: <=0.2, Medium intent: 0.2 < score <= 0.6, High intent: 0.6 < score <= 1.

Individual intent scores are aggregated across people in the same account to determine account intent.

Roles influencing a buying group

Buying group roles represent different contributions to a purchase decision. Decision Makers typically control budget approvals. Influencers shape evaluation and recommendations. Champions build internal consensus. End Users validate product fit.

Review role assignments and coverage to understand who influences the decision and where engagement gaps remain.

Persona or role coverage

Coverage measures how many expected personas or roles have at least one representative within an account. For a product with N expected personas or roles, full coverage means all N are represented. Partial coverage means some are missing. Use coverage to assess buying group completeness and identify gaps.

XDM data prerequisites

Configure the following XDM field mappings to support account intent analysis, persona identification, and buying group role mapping.

XDM field mapping

XDM Field

Entity

Business Definition

Additional detail

b2b.accountKey.sourceKey

Profiles

Account Identifier, used in joins to opportunity, event and intent data

Opportunity analysis
Account Exploration

b2b.personKey.sourceKey

Profiles

Person Identifier, used in joins involving event data to profile data

extendedWorkDetails.departments

Profiles

Job Department of the profile/person

Persona Mapping

extendedWorkDetails.jobTitle

Profiles

Job Title of profile/person used in persona calculation

person.name.firstName

Profiles

Displays the person's first name in results that match your query.

person.name.fullName

Profiles

Displays the person's full name in results that match your query.

person.name.lastName

Profiles

Displays the person's last name in results that match your query.

accountKey.sourceKey

Accounts

Account Identifier, used in joins to opportunity, event and intent data

Opportunity analysis
Account Exploration

accountName

Accounts

Displays the account name in results that match your query.

Account Exploration

accountDescription

Accounts

Supports account filtering by account description based on your query.

accountOrganization.industry

Accounts

Supports account filtering by industry based on your query.

accountBillingAddress.region

Accounts

Supports account filtering by billing address region based on your query.

accountKey.sourceKey

Opportunity

Account Identifier, used in joins to opportunity, event and intent data

Opportunity Analysis
Account Exploration

opportunityKey.sourceKey

Opportunity

Opportunity Identifier, used in joins to account data

opportunityName

Opportunity

Opportunity name used in opportunity analysis.

Opportunity Analysis

isWon

Opportunity

Whether the opportunity is won (binary)

opportunityDescription

Opportunity

Opportunity description used in opportunity analysis.

opportunityAmount

Opportunity

Amount of $ involved in Opportunity

opportunityType

Opportunity

Type of Opportunity

opportunityStage

Opportunity

Stage of Opportunity (closed won or closed lost or any of intermediate stages)

Opportunity analysis
Account Exploration

actualCloseDate

Opportunity

Actual closed date of opportunity

expectedCloseDate

Opportunity

Expected Close Date of Opportunity

extSourceSystemAudit.createdDate

Opportunity

Created date for this opportunity

Taxonomy data

Audience skills use first-party intent data from Adobe Journey Optimizer B2B Edition. Intent calculation connects product taxonomy with engagement activity and aggregates individual scores at the account level.

Intent computation requires taxonomy data (customer products and corresponding keywords) from Customers > Taxonomy
Taxonomy data is used to label event data (asset labeling). This data provides insights for what keywords and products visitors are interested in based on their event data > Asset Labeling
Labeled assets (event data) are combined with visitor behaviors (number of pages visited) to determine a visitor intent at keyword, product and product category level → Intent calculation
Intent scores at a visitor profile level are aggregated at account level to determine account intent in a given keyword, product and product category > Intent Account Aggregation

The following fields are required in addition to configuring the intent taxonomy:

XDM Field

Entity

Business Definition

person profile

_acp_system_metadata.primaryIdentity.namespace.code

Profile

Helps identify a person (email or b2b_person) identifier

_acp_system_metadata.primaryIdentity.id

Profile

namespace_id

keyword_id
keyword_name
product_id
product_name
product_category_id
product_category_name

Used as a taxonomy to label assets (experience events, such as clicked emails, visited webpages)

timestamp

Experience Event

Used for time to get backfill and incremental run

eventType

Experience Event

Identifies the event type. Intent calculation uses only directMarketing.emailClicked, directMarketing.emailOpened, directMarketing.emailUnsubscribed, and web.webpagedetails.pageViews.

directMarketing.mailingName

Experience Event

Only for reference/bookkeeping; Information about the campaign name

directMarketing.mailingKey.sourceID

Experience Event

Only for reference/bookkeeping; Information about the source ID for whom the email is targeted

directMarketing.mailingKey.sourceInstanceID

Experience Event

Only for reference/bookkeeping; Information of the source instance for whom the email is targeted

directMarketing.mailingKey.sourceKey

Experience Event

Used to fetch the email content from the Adobe Marketo Engage data center. It comprises (SourceID@SourceInstanceID.SourceType).

directMarketing.mailingKey.sourceType

Experience Event

Only for reference/bookkeeping; Information about the type of the source or where the source originated from

web.webPageDetails

Experience Event

Information about the webpage visit source origin

web.webPageDetails.name

Experience Event

Actual url used to get content

web.webPageDetails.queryParameters

Experience Event

Additional query parameter for the URL used to fetch targeted content

web.webPageDetails.isPersonalizedURL

Experience Event

only for reference/bookkeeping

web.webPageDetails.webPageKey.sourceID

Experience Event

Only for reference/bookkeeping; Information about the source ID for whom the email is targeted

web.webPageDetails.webPageKey.sourceInstanceID

Experience Event

Only for reference/bookkeeping; Information about the source instance for whom the email was targeted

web.webPageDetails.webPageKey.sourceKey

Experience Event

Only for reference/bookkeeping; it is comprised of (SourceID@SourceInstanceID.SourceType)

web.webPageDetails.webPageKey.sourceType

Experience Event

Only for reference/bookkeeping; Information for the type of the source or where the source originated from

web.webPageDetails.webPageKey.URL

Experience Event

Used to fetch actual url if web.webPageDetails.name does not have it.

recommendation-more-help

journey-optimizer-b2b-help-user