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Most individual buyers choose products based on what they personally like. But B2B buyers make decisions by focusing on company goals, current market trends, and what their organization requires. However, the B2B sales process takes much longer. Because of this, companies need to study customer behavior data to learn exactly what potential clients want, anticipate, and need.
With many leaders in the field already capitalizing on the power of data to stay ahead, are you ready to leverage behavioral analytics to stay connected to your audience and drive results?
Read this article to explore:
The power of behavioral analytics and how your innovative peers improve their marketing and sales efforts;
How modern tools make it simple to collect and analyze data (and what you should look for in your next solution).
Why Behavioral Analytics Matters in B2B
In B2B environments, where purchasing decisions involve multiple stakeholders and hinge on aligning solutions with organizational goals, behavioral analytics offers a nuanced lens to navigate the buyer’s journey.
By observing how users interact with digital touchpoints—such as product features, resource libraries, or campaign content—teams gain clarity on where prospects encounter friction, enabling proactive adjustments to workflows or messaging. Session replay tools act like digital X-ray goggles—they expose usability headaches while they’re still fixable, nipping frustrations in the bud before users ghost. While intent-tracking tools turn anonymous window-shoppers into known entities, giving marketers clues to craft outreach that hits the bullseye.
Beyond troubleshooting, these insights align product development with real-world user needs, ensuring features resonate and adoption thrives. When businesses prioritize understanding subtle behavioral patterns—like repeated content engagement or feature exploration—they cultivate personalized experiences that mirror the collaborative, logic-driven nature of B2B decision-making.
This approach not only streamlines internal strategies, but also strengthens client relationships, positioning companies to adapt swiftly in a landscape where buyer expectations evolve alongside technological and market shifts.
Today’s technology lets you see how customers use the product and how well they move through each step in the process.
How Your Peers Analyze Behavior
Yakima Chief
Yakima Chief Hops, a 100% grower-owned supplier of hops for brewers across the globe, sought to monitor user sessions, spot frustration signals, and proactively identify bugs.
By using Fullstory‘s session replay features, they were able to solve problems before they became issues, reducing support tickets, preventing churn, and saving both time and money.
The solution made it easier to identify the root causes of user issues without the need for lengthy troubleshooting, helping their engineers fix problems quickly and efficiently.
DealHub
When DealHub wanted to target their ideal prospects and drive traffic to their website, they turned to 6sense to match that anonymous traffic to specific accounts and to see which accounts were influenced by the ads they had viewed They were able to match 80% of their web traffic to accounts successfully.
Before gaining these modern capabilities, they struggled to measure impact since much of the traffic was anonymous. This not only validated the effectiveness of their LinkedIn efforts but also enabled them to measure the impact of their entire multichannel marketing strategy by aggregating intent data.
DocuSign
The global leader in Digital Transaction Management and eSignature, DocuSign, serves over 100 million users in 188 countries. To ensure a seamless user experience, they used Mixpanel to track custom product metrics, monitor every step of the customer journey—from user acquisition to conversion—and maintain continued growth. This lead to:
10% increase in first-time conversions.
15% increase in accounts and upgrades.
Exploring the Market’s Leading Solutions
Google Analytics
This popular web analytics service tracks and reports website traffic, giving you detailed insights into user behavior, acquisition channels, and conversion metrics. Its powerful tracking features provide valuable data on user interactions and traffic sources, and it integrates seamlessly with other Google products, making data analysis easier.
For teams with limited budgets, the platform is cost-effective, with a free version perfect for small to medium-sized businesses. However, setting it up can be tricky, especially when configuring goals and advanced features, which can be a bit much for beginners. Plus, with all the data it provides, it’s easy to get overwhelmed, and using the advanced features requires further training.
June
June helps businesses retain customers by offering a robust product analytics engine and a customer dashboard. It allows teams to gain insights into user behaviors and anticipate when customers may need help—without waiting for them to reach out.
June’s user-friendly setup, intuitive design, and deep customer insights make it a favorite among top customer success teams. Here are some of the pros and cons they highlight:
Pros:
An easy, guided setup process that makes it accessible even for non-technical users.
Provides detailed data on user behavior at both the individual and organizational levels.
Cons:
Some features aren’t available yet, unlike those from bigger competitors, but this should get better soon.
A few tools are visible but require pricier plans to use, which can annoy basic users.
Pendo
Pendo is a digital experience optimization platform that provides product analytics for mobile and web applications. Thanks to its multi-platform analytics, the solution helps you track product analytics on both web and mobile apps, giving you a complete view of how users interact with your product across different platforms.
In addition, feedback analysis lets you gather direct feedback from real users. It doesn’t just collect preferences—it helps you identify which issues to prioritize first, so you can focus on what matters most to your key user segments.
However, there are several challenges that can impact user experience and efficiency. Users have reported occasional bugs and login issues that disrupt workflow and productivity.
Additionally, the learning curve for Pendo’s features can be steep and time-consuming, especially when setting up guides, which can be a barrier for users with tight deadlines. Moreover, inconsistencies in the user interface following updates have caused confusion among users, impacting overall usability.
Conclusion
Deciphering B2B buyer needs hinges on behavioral analytics—a discipline that transforms raw engagement data into actionable insights. Observing how clients interact with products, campaigns, or resources during trials, content exploration, or decision-making touchpoints, exposes friction that might otherwise derail progress.
Early identification of these pain points enables teams to refine workflows, messaging, and support structures, mitigating risks before they escalate into costly setbacks.
Forward-thinking organizations leverage analytics tools not merely to track metrics, but to diagnose why certain features resonate while others falter. These tools show trends in how quickly people use the product, what content they interact with, or how campaigns perform, helping you make focused changes. Making confusing setup steps simpler, fixing messages that aren’t working, or solving technical roadblocks builds customer trust and leads to clear results.
However, implementing analytics solutions presents challenges. Platforms vary dramatically—some prioritize intuitive, out-of-the-box functionality, while others demand extensive customization. The optimal choice balances immediate usability with scalability: lean solutions suit smaller teams focused on simplicity, whereas enterprises often require adaptable systems that evolve alongside shifting demands.
Behavioral analytics clears the confusion, showing the gap between what customers say they want and what they actually do. When plans use real data instead of guesses, companies avoid tricks and focus on facts.
