For B2B companies, the gap between action and outcome is difficult to measure, especially when buying decisions are complex, involve multiple stakeholders, and unfold over extended periods. Marketing teams launch campaigns and create content but often struggle to access meaningful insights across the full account and buyer journey.
Traditional analytics platforms track individual behavior on a website, but what about the broader, multi-channel engagement from an entire buying group? Here’s where Adobe Customer Journey Analytics (CJA) B2B Edition enters the picture.
“The typical buying group for a complex B2B solution now involves six to 10 decision makers‚ and each comes to the table armed with four or five pieces of information they’ve gathered independently.“
Last year, we explored how Adobe Customer Journey Analytics (CJA) integrates well with common B2B data sources like Marketo Engage and Salesforce Sales Cloud, enabling self-service customer journey analysis.
But one key piece was missing: account identification.
This particular Adobe Customer Journey Analytics insights article focused on the individual, while business-to-business (B2B) marketers need visibility into performance at the account, buying group, and opportunity levels.
As another sign of Adobe addressing B2B needs, the latest Adobe Customer Journey Analytics (CJA) B2B Edition was announced at Adobe Summit 2025. It brings powerful account-based analytics designed specifically for B2B organizations.
Account-Based Insights & Individual Analytics in Adobe Customer Journey Analytics
Traditional digital analytics platforms often miss B2B’s complexity by focusing solely on individual user behavior. Adobe Customer Journey Analytics (CJA) B2B Edition changes that with analytics built around accounts, opportunities, and buying groups—ensuring every marketing and sales action ties directly to measurable business outcomes.
Unlike B2C, where journeys center on individual behaviors, B2B journeys are more complex and multi-dimensional. The purchase decision is made by a company, not a single person, and involves buying groups made up of multiple stakeholders across different personas. For example, an eight-person buying group may include marketers, IT leaders, and procurement professionals, each engaging across various channels over several months or even quarters. Understanding these dynamics also helps reveal how a single existing customer account is using your product across different roles and functions.
In a complex B2B environment, it’s critical to understand sales pipeline progression and customer account health in ways that inform smarter decisions—whether to optimize marketing, expand accounts, or deliver better experiences. Historically, this has been difficult with traditional digital analytics platforms. Adobe’s latest release, Customer Journey Analytics (CJA) B2B Edition, is a key milestone in the broader evolution of the Adobe Experience Platform’s purpose-built B2B solutions, alongside Adobe Real-Time CDP B2B and Adobe Journey Optimizer (AJO) B2B.
Closing the Marketing-Analytics Gap
ABM (Account-Based Marketing) tools like Demandbase and MAP (Marketing Automation Platform) tools like Adobe Marketo Engage often leave a gap when it comes to behavioral analytics. Neither provides the depth of insight needed to generate next-best-action recommendations for marketing and sales teams.
The new Adobe Customer Journey Analytics (CJA) B2B Edition helps close that gap by allowing data integration from virtually any marketing system. It delivers behavioral insights with the granularity your organization needs to drive smarter, more informed decisions.
Adobe Customer Journey Analytics Capabilities Tailored for B2B
Adobe Customer Journey Analytics (CJA) B2B Edition includes important features:
- New B2B Hierarchy: Incorporates data tied to accounts, opportunities, and buying groups.
- Data Integration: Integrate data from CRM systems, marketing orchestration tools, and more with web and app behavioral data.
- B2B-Specific Metrics: Leverage KPIs like average deal size, account growth, opportunity progression, and buying group engagement.
- B2B Visualizations: Includes trend charts for sales cycles, funnel visualizations for conversion rates, and buying group analytics.
- Flat Table Views: Provides flat multi-dimension views across industry, opportunity status, and more without having to use breakdowns (a commonly requested Adobe Analytics & Customer Journey Analytics feature)!
- B2B Templates: Pre-built workspace templates streamline deeper B2B analysis and reporting.
Adobe Customer Journey Analytics B2B requires at least one event dataset containing Account IDs and date-time stamps. For optimal results, it’s recommended to include unique IDs for accounts, opportunities, and buying groups.
Adobe Customer Journey Analytics Insights Built for B2B Complexity
Adobe Customer Journey Analytics (CJA) B2B Edition is purpose-built for B2B, offering advanced segmentation, journey mapping, funnel analysis, and powerful attribution modeling. These capabilities help teams quickly identify what’s working, uncover bottlenecks, and optimize efforts to maximize ROI and drive revenue growth.
B2B Personalization with Adobe Customer Journey Analytics B2B Edition
Personalizing experiences for complex buying groups is a core B2B challenge. Adobe Customer Journey Analytics (CJA) B2B Edition helps overcome it by providing deeper insights into account behavior, enabling tailored strategies that boost satisfaction, loyalty, and long-term account value.
The Measurable Business Impact of using Adobe Customer Journey Analytics
With Adobe Customer Journey Analytics (CJA) B2B Edition, organizations gain key advantages that drive impact across marketing, sales, and customer success. These include:
- Revenue Growth: Directly connect actions to account progression and conversions.
- Unified Teams: Create alignment through transparent insights, improving collaboration.
- Strategic Decision-Making: Utilize clear, precise analytics to guide effective strategies.
- Optimized Engagement: Enhance experiences by engaging buying groups at scale.
Are Your B2B Analytics Efforts Yielding Real Business Results?
When implemented and optimized effectively, Adobe Customer Journey Analytics (CJA) B2B Edition empowers your organization to analyze and act on complex B2B journeys with confidence—driving measurable growth. It helps you navigate buying groups and engage multiple stakeholders across the full buyer journey.
Ready to turn insight into impact with Adobe Customer Journey Analytics B2B Edition? Let’s connect and explore what it can do for your business.
