Take advantage of enhanced event tracking capabilities with GA4.  They are definately a significant improvement over classic Google Analytics. With the new event tracking features, you can track events such as scroll depth, video engagement, file downloads, and much more.

GA4 introduced a number of new ways of tracking conversions that provide more flexibility and accuracy than previous versions of Google Analytics. With the new conversion tracking features, you can track both web and app conversions and create custom conversion events to track specific actions that are unique to your business.

B2B companies will be happy to see the new funnel mapping capabilities in GA4.  It provides more flexibility, accuracy and customization to help optimize the customer journey. With the new funnel mapping features in GA4, you can track user behavior across multiple steps in a conversion process and visualize the flow of users through your website or app.

The new predictive analytics features in GA4 provide more accurate insights into user behavior, allowing you to make better-informed decisions about how to optimize your digital marketing efforts for maximum impact. By predicting user behavior, you can personalize marketing campaigns, improve customer retention, and increase conversions.

You'll definately want to leverage the new monetization reports in GA4.  They will give you a more accurate measurement of revenue generation and user behavior related to your lead generation efforts. By analyzing this data, you can optimize your site navigation, digital marketing, and content creation for maximum impact by identifying upsell opportunities and improving customer retention through personalized marketing campaigns.

The new integrated demographic reports in GA4 provide B2B companies a more accurate measurement of user behavior based on age, gender, interests and other demographic information. This additional level of detail will allow you to optimize your messaging and marketing strategy for maximum impact by targeting specific audience segments that resonate with their interests and preferences.

Google Analytics 4 (GA4) has introduced new ways of incorporating external data into your analytics reports. With the new external data enhancements, you can combine your own business data with Google Analytics data to gain deeper insights into user behavior, clustering, and micro-segmenting for greater conversions.