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INTRODUCTION

This 2024 Digital Trends – B2B Journeys in Focus report from Adobe and Econsultancy zeroes in on how B2B organisations are approaching customer journeys against a backdrop of complex and extended buying cycles .

• It is a companion to the Adobe 2024 Digital Trends report , now in its 14th year . This year ’ s report reveals how digital experiences are still not living up to customer expectations , despite brands having more data than ever about their customers .

• Here , we spotlight B2B organisations , and explore how Market Leaders – those B2B organisations that significantly outperformed their sector in 2023 – are using data and technology to personalise at an individual and organisational level and how they are adopting new technologies , such as generative AI , to fast-track content production .

Account-based buying complicates B2B personalisation . a committee , and individual or departmental agendas can easily introduce additional layers of complexity .

B2B organisations most typically lean towards an account-based approach , with 42 % using data and analytics to predict customer needs by segment . Fewer routinely personalise one-to-one experiences , such as the web experience ( 28 %), and only one in five routinely update offers in real time to reflect recent behaviour . x

Not only is personalising digital experiences not easy , but B2B organisations must also contend with the added complexity of engaging with customers at both the account level and oneto-one . Purchase decisions are often made by

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