This blog post was written by Alexis Artus, our Data & Insights Practice Lead, offering expert insights into analyzing buying groups with Adobe CJA.

The challenge: Understanding buying groups in B2B marketing

In B2B marketing, purchases are rarely made by a single individual. Instead, decision-making involves multiple stakeholders, each with distinct priorities, concerns and levels of influence. This complexity makes it challenging to track how a buying group engages across multiple channels and what ultimately drives them to convert.

As we approach the Adobe Summit, many marketers are asking:

  • How can we accurately analyze buying groups within our campaigns?
  • What tools allow us to measure the influence of each stakeholder?
  • How do we ensure our messaging reaches the right people at the right time?

The answer lies in Adobe Customer Journey Analytics (CJA), a platform designed to provide deep insights into group behavior, engagement trends, and personalized marketing opportunities.

A new approach: Buying group analysis with Adobe CJA

Adobe CJA enables B2B marketers to move beyond traditional analytics and focus on how groups of people engage across multiple touchpoints.

Identify key players in a buying group

Understand the roles and behaviors of everyone involved in the purchase decision. From decision-makers to influencers, track how they interact and what drives their choices.

Track the customer journey across multiple channels

Measure how each member of the buying group engages with your brand —from website visits and email interactions to ad clicks and offline engagement.

Optimize campaigns for maximum impact

Leverage real-time insights to tailor messaging, content, and outreach, ensuring that the right message reaches the right person within the group - leading to higher conversions and improved ROI.

Why this matters for B2B marketers

In an era where personalization is critical, treating B2B customers as individual leads is no longer enough. A successful strategy must recognize that decisions happen at the group level, and Adobe CJA enables this level of analysis at scale.

  • Better segmentation & targeting – Focus on engaging the right people within an account.
  • More efficient marketing spend – Allocate resources where they drive the most influence.
  • Higher conversion rates – Deliver relevant content at key decision-making moments.

But understanding how buying groups interact is just the first step. The next challenge is ensuring that your campaigns are both data-driven, personalized and timely.

This is where Adobe Journey Optimizer (AJO) comes into play, enabling brands to orchestrate real-time, multi-channel experiences tailored to buying groups.

‍Stay tuned; we’ll be covering how to leverage AJO for B2B marketing in an upcoming post.

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Want to learn how this can apply to your business?

If your team is looking for a smarter way to analyze and engage with B2B buying groups, now is the perfect time to explore how Adobe CJA can transform your approach.

Would you like one of our experts to help you understand how this solution fits your business or product? Get in touch to discuss how we can help, or request a personalized consultation.

Conclusion: The future of B2B analytics is here

Traditional marketing metrics often fail to capture the complexity of B2B buying decisions. Adobe CJA changes that by allowing businesses to track and optimize entire buying groups, not just individual leads. With smarter insights, better targeting, and improved engagement strategies, B2B marketers can finally align their efforts with the real decision-making process.

Are you ready to explore the next evolution in B2B analytics? Let’s connect at Adobe Summit or schedule a demo to see it in action.