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DocumentationCustomer Journey AnalyticsCustomer Journey Analytics Guide

[B2B Edition]{class="badge informative"}

B2B Edition use cases overview

Last update: Fri May 30 2025 00:00:00 GMT+0000 (Coordinated Universal Time)

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The functionality described in this article, and any other article or functionality badged with [B2B Edition]{class="badge informative"}, is in the Limited Testing phase of release and might not be available yet in your environment.
Also, [B2B Edition]{class="badge informative"} functionalities and documentation of [B2B Edition]{class="badge informative"} functionalities are subject to change and no legal obligations can be derived from it.
This note will be removed when the functionality is generally available. For information about the Customer Journey Analytics release process, see Customer Journey Analytics feature releases.

This section of the documentation details some specific B2B use cases that aim to provide insights in the often more complex B2B purchase journey. A typical B2B purchase involves buying groups, cross-channel touchpoints by different stakeholders, opportunities at various stages in the sales cycle, and more.

Key personas

The key personas that benefit from the analysis that Customer Journey Analytics B2B Edition can provide are:

Persona
Requirements for B2B analytics
Marketing manager
Campaign performance, channel performance and lifecycle, marketing ROI, lead generation, customer retention, and brand performance
Business analyst
Granular data, fast reporting times, flexibility to support many stakeholders, easy delivery of insights.
Account executive
Revenue growth, opportunity progression, customer satisfaction, client acquisition, fast access to key insights, mobile reports.
Product manager
Customer satisfaction, product usage trends, performance trends, revenue growth
CMO or CEO
Revenue growth, brand performance, customer engagement, market expansion
Marketing operations manager
Efficiency, data accuracy, campaign performance, technology integration
Sales operation manager
Efficiency, data accuracy, sales performance, opportunity progression, technology integration

Use cases

Based on the above personas and their requirements, the following use cases are identified:

Optimize account marketing

Analyze and explore marketing impact:

  • across campaigns, channels, and content,
  • on buying groups within accounts, sales pipeline progression, upsell- and cross-sell opportunities, and customer account health.

The detailed use case article explores how Customer Journey Analytics B2B Edition can help to optimize account marketing.

Grow key accounts

Identify high value touch points across buying groups within key accounts to inform next-best-marketing and sales actions and drive revenue growth. Calculate and monitor customer lifetime value at the account-level.

The detailed use case article explores how Customer Journey Analytics B2B Edition can help to grow key accounts.

Build product value

Measure the impact of product releases and product usage on customer satisfaction at the account and user level. So, you can optimize product features and capabilities and inform future product development.

The detailed use case article explores how Customer Journey Analytics B2B Edition can help to build product value.

Setup

The setup article discusses how to set up Customer Journey Analytics B2B Edition to support these use cases.

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