B2B Customer Journey Analytics (CJA) Integration with Marketo Engage

vaibhav1995

🔍What Is It?

Adobe Customer Journey Analytics (CJA) for B2B brings together data across marketing, sales, and customer experience to provide a complete view of the buyer journey — not just for individuals, but for:

Accounts
Buying groups
Opportunities
Sales stages

When integrated with Marketo Engage, it unlocks full-funnel visibility and advanced insights into how marketing impacts pipeline and revenue.

🧩 How the Integration Works

Marketo Engage → Adobe Experience Platform → CJA

Data from Marketo Engage (campaigns, leads, programs, scoring, etc.) is ingested into Adobe Experience Platform (AEP) using source connectors or batch APIs.
Data is stitched and joined with CRM, web, and sales data (e.g., from Salesforce, Microsoft Dynamics, Adobe Analytics, etc.).
In CJA, you build views like:
- Engagement by Account
- Attribution by Touchpoint
- Pipeline by Channel & Stage
- Buying Group Influence
- Time-to-Close Analysis

🧠 What You Can Do

✅True Cross-Channel Attribution

Understand how your email nurtures, webinars, paid ads, and outbound efforts influence MQLs, SQLs, and revenue across the account journey.

✅Account-Based Insights

Track activity at the account and buying group level, not just individual leads.

✅Sales & Marketing Alignment

Correlate Marketo touches with CRM opportunity stages, identify content gaps, and visualize funnel velocity.

✅Custom Dashboards for B2B

Build tailored dashboards for:

Demand Gen teams
Marketing Ops
Sales leadership
C-Suite (pipeline influence reports)

💡Key Use Cases

Use Case Description

Journey Visualization	Map anonymous → known → MQL → opportunity stages
Buying Group Scoring	Analyze influence across multiple stakeholders
Pipeline Contribution	Attribute revenue to specific campaigns
Engagement Drop-Offs	Identify where prospects disengage and optimize accordingly
Content ROI	Understand which assets drive progression from MQL to Closed-Won

🔐Privacy & Governance

Data access is managed via Adobe Experience Platform governance rules
Supports regional compliance (GDPR, CCPA, etc.)
Enables secure data segmentation by team, region, or BU

⚙️Tech Stack Required

Marketo Engage (Premier or Enterprise recommended)
Adobe Experience Platform (AEP)
Customer Journey Analytics (CJA) B2B Edition
CRM system (Salesforce, MS Dynamics, etc.)
Optional: Real-Time CDP for unified profiles

📊Example Dashboard Widgets

Engagement score by opportunity stage
Touchpoint heatmap by role (influencer vs decision-maker)
Velocity chart: Avg. time from MQL → SQL → Close
Revenue by campaign type (webinar, event, email, ABM, etc.)