Customer Journey Analytics B2B Overview
Understand how Customer Journey Analytics B2B Edition solves challenges and gives you an advantage in the B2B landscape.
Customer Journey Analytics B2B overview
Hey everybody, this is Gary. Thanks for joining me for this overview of the B2B edition of Customer Journey Analytics.
Key trends fueling B2B market challenges
To start, let's talk about the challenges shaping today's B2B landscape.
Cross-channel customer experiences are now common in most industries. B2B customers have often completed 60% or more of their product research before they even speak with a sales rep. This is true for not only net new purchases but also for additional purchases from the same vendor.
And we know there is increasing tech debt and the need to financially shed it. B2B companies are increasingly choosing not to renew contracts for software that has become "shelfware."
B2B customer journeys are longer and more complicated
And on top of those macro trends, B2B customer journeys are becoming longer and more complicated.
The growing number of decision makers and the volume of online and offline channels means that dozens and dozens of interactions occur before a deal is closed.
It also means that a growing tech stack of tools and platforms are involved in the process.
Companies need more and better information
And as we dig in to learn about what keeps our customers up at night, we have found that they often don't know where their accounts are in the sales cycle, and they don't have a solid grasp of who the buying group is within each account.
They might have a general idea of what leads and contacts are doing, but that's about it. They don't understand how those leads and contacts work together to make buying decisions.
Essentially, these companies don't have a comprehensive view of each account journey, and they struggle with determining customer lifetime value and customer health at the account level.
Customer expectations
Adobe knows from our own Customer Advisory Board and from our VIP Customer Program for Customer Journey Analytics B2B Edition that many of our customers are looking for two things from their tech stack.
First, they want to bring together customer data across their BI tech stack into one cohesive journey. Second, they want Sales and Marketing using the same data and talking the same analytics language.
Customer Journey Analytics B2B edition
Enter Customer Journey Analytics, or CJA, B2B edition.
In looking at the B2B marketing analytics landscape, Adobe believes that CJA B2B Edition is the first ever, purpose-built B2B customer journey analytics application in the market that provides an organized and chronological view of the entire cross-channel customer journey.
Fundamentally, CJA B2B Edition lets you generate insights across all your data sources at the individual stakeholder, buying group, opportunity, and account levels. This multi-level analysis capability is an architectural first among B2B marketing analytics tools.
With this new architecture, you can analyze account segment and buying group engagement, and identify account upsell, cross-sell, and renewal opportunities. And you can generate detailed marketing performance reports and lead-to-revenue reports.
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Customer Journey Analytics (B2C) architecture
Now let's talk about how CJA "B2C Edition" and CJA B2B Edition are different.
In CJA and Adobe Analytics today, data is always structured around event or time series data.
Each row of data in the event dataset must contain a time stamp and a Person ID. From that event dataset, containers are created for person and session.
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Customer Journey Analytics B2B Edition architecture
In CJA B2B Edition, data is still always structured around event or time series data.
Each row of data in the event dataset must contain a time stamp and an Account ID.
From that event dataset, containers are created for account, person, and session. Optional containers are available for global account, opportunity, and buying group.
CJA B2C & B2B KPI Dashboards
Here's a retail KPI dashboard example that illustrates the key difference between the two.
In traditional or B2C CJA, People, Orders, and Product Views form the backbone of the KPIs.
In CJA B2B Edition, the accounts, opportunities, and buying groups can be measured over time and compared with each other.
B2B tailored reports in CJA B2B Edition
It's important to note that all the reporting options and visualizations in CJA are also available in CJA B2B Edition and they've been further enhanced to address B2B business needs.
In Freeform Flat View, for example, instead of needing to do complex breakdowns at the row level, this option provides a single table view.
Guided Analysis has been adapted for B2B use cases with account, opportunity, and buying group journey workflows.
B2B Templates are available to help you get a head start in your analysis.
And Journey Canvas will also be available at the account, opportunity, and buying group levels. Journey Canvas helps you understand and improve the journeys of your accounts and buying groups. You can create or view journeys, see where opportunities are lost or continue, and analyze stages, events, triggers, and experiences across multiple channels.
So, what can you do with CJA B2B Edition? It's built for key use cases that revenue teams care about. For Optimizing account marketing, the main focus is on buying groups and measuring how they respond to campaigns, channels and content.
And for growing key accounts, the focus is again on buying groups, where identifying high-value touch points across buying groups will then inform the next-best-actions to drive revenue growth within key accounts.
For building product value, the focus is on tracking product usage and customer satisfaction at both the account and user level.
Summary
With CJA B2B Edition, you can streamline customer experiences, leverage smart tech, align sales and marketing, and drive retention — all while making data-driven decisions that accelerate revenue. Good luck, and have a great day.