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Supported Dashboards for B2B Analytics for Marketers
B2B Analytics for Marketers includes a set of ready-to-use dashboards, such as account-based marketing and pipeline analysis. After you complete B2B Analytics setup, you can view the dashboards from the Marketing Analytics tab. Use the dashboard filters to narrow widget data by date range, account, and other available values.
After you complete the B2B Analytics setup, you can view the dashboards from the Marketing Analytics tab.
Account-Based Marketing Dashboard
Use the Account-Based Marketing dashboard to understand marketing-influenced pipeline and sales activity for key accounts. The dashboard helps marketing and sales teams coordinate their account-based marketing approach, track pipeline health by account, and prioritize follow-up for key accounts. Use the account and date filters to focus the dashboard on specific accounts or time periods.
| Component | Description | Location | Formula |
|---|---|---|---|
| Stage Value by Account | Pipeline amount grouped by opportunity stage and account. | Account-Based Marketing dashboard | Sum of Amount grouped by StageName. |
| Opportunity Activity | Open and closed opportunity details, including account, opportunity owner, amount, industry, and close date. | Account-Based Marketing dashboard | Select Name, Stage, Amount, and CloseDate from Opportunity. |
| Revenue Win Percentage | Percentage of revenue from won opportunities compared to total won and lost opportunity revenue. | Account-Based Marketing dashboard | SUM(Won) / (SUM(Won) + SUM(Lost)) |
| Sales Effort (Time) | Total time spent on sales activities, such as calls and meetings. | Account-Based Marketing dashboard | SUM(Duration) WHERE Type IN ('Call', 'Meeting') |
| Open Pipeline Value by Account | Open pipeline amount grouped by account. | Account-Based Marketing dashboard | SUM(Amount) WHERE IsClosed = False |
| Sales Events | Number of sales activities grouped by account. | Account-Based Marketing dashboard | COUNT(Id) WHERE Type IN ('Call', 'Meeting') |
| Open Opportunities | Number of distinct open opportunities. | Account-Based Marketing dashboard | DISTINCT COUNT(Id) WHERE isClosed=false |
| Buying Group Size | Number of unique people in each buying group. | Account-Based Marketing dashboard | COUNT_DISTINCT(contact) |
| Filters | |||
| Account Master List | Narrows the dashboard data to selected accounts. | Account-Based Marketing dashboard | N/A |
| Global Date Filter | Sets the date range used by dashboard widgets. | Account-Based Marketing dashboard | |
Pipeline Dashboard
Use the Pipeline dashboard to understand how marketing activity contributes to pipeline performance. The dashboard helps teams review marketing-influenced opportunities, identify trends, and evaluate which campaigns and programs help create or move pipeline forward. Use the date filter to focus pipeline data on a specific time period.
| Component | Description | Location | Formula |
|---|---|---|---|
| Opp Source | Number of opportunities grouped by lead source. | Pipeline dashboard | Count opportunities grouped by LeadSource. |
| Pipeline by Opportunity | Pipeline amount grouped by lead source. | Pipeline dashboard | Pipeline Amount grouped by LeadSource. |
| Campaign ROI% | Campaign return on investment, calculated as revenue minus cost divided by cost. | Pipeline dashboard | (Revenue - Cost) / Cost |
| Revenue by Stage | Opportunity amount grouped by stage. | Pipeline dashboard | SUM(Amount) GROUP BY StageName |
| Cost | Total actual campaign cost. | Pipeline dashboard | SUM(ActualCost) |
| Won Deal Count | Number of won opportunities. | Pipeline dashboard | COUNT(Id) WHERE IsWon = True |
| Won Revenue | Total revenue from won opportunities. | Pipeline dashboard | SUM(Amount) WHERE IsWon = True |
| Opportunity Win Rate | Percentage of won opportunities compared to total won and lost opportunities. | Pipeline dashboard | Count(Won) / (Count(Won) + Count(Lost)) |
| Filters | |||
| Global Date Filter | Narrows the pipeline dashboard data to the selected date range. | Pipeline dashboard | N/A |
Marketing Manager Dashboard
Use the Marketing Manager dashboard to review engagement activity, campaign performance, pipeline, and deal velocity in one place. Marketing teams can use these insights to understand what drives pipeline growth and guide campaign planning.
| Component | Description | Location | Formula |
|---|---|---|---|
| Engagement Mix | Engagement activity grouped by channel type, such as email, agent, or web. | Marketing Manager dashboard | COUNT(Id) GROUP BY ChannelType (Email, Agent, Web) |
| Campaign Performance | Campaign performance metrics, such as clicks, cost, value, and ROI. | Marketing Manager dashboard | Select Name, Cost, Value, and ROI grouped by CampaignId. |
| Pipeline Count | Number of open opportunities. | Marketing Manager dashboard | COUNT(Id) WHERE IsClosed = False |
| Pipeline Value | Total pipeline amount for open opportunities. | Marketing Manager dashboard | SUM(Amount) WHERE IsClosed = False |
| Total Opp Count | Total number of opportunities. | Marketing Manager dashboard | COUNT(Id) |
| Deal Velocity | Average time from opportunity creation to close for won deals. | Marketing Manager dashboard | AVG(CloseDate - CreateDate) WHERE IsWon = True |
| Visitor Volume | Number of unique anonymous visitors from web events. | Marketing Manager dashboard | COUNT_DISTINCT(AnonymousId) from Web Events |
| Filters | |||
| Engagement Date | Narrows dashboard data to marketing engagements that occurred during the selected date range. | Marketing Manager dashboard | N/A |
| Opportunity Data | Shows opportunity-related data, such as opportunity stage, amount, close date, and associated campaign or engagement details. | Marketing Manager dashboard | |
B2B Attribution Dashboard
Use the B2B Attribution dashboard to understand how marketing touchpoints contribute to closed-won revenue. The dashboard helps marketing teams evaluate campaign performance across multiple attribution models, including first touch, last touch, linear, time decay, and U-shape.
| Component | Description | Location | Formula |
|---|---|---|---|
| Closed Won | Number of distinct closed-won conversions in the selected scope. | B2B Attribution dashboard | COUNTD([MI B2B Attribution].[Conversion Signal Event Id]) |
| Spend | Total campaign spend, based on actual campaign cost. | B2B Attribution dashboard | INT([Campaign].[Campaign Actual Cost]) |
| Spend Per Closed Won | Average campaign spend per closed-won deal. | B2B Attribution dashboard | SUM([Campaign].[Campaign Actual Cost])/[B2B Attribution Closed Won] |
| Avg. Time to Closed Won (Days) | Average number of days from the first-touch event to the closed-won conversion. | B2B Attribution dashboard | DATEDIFF('day', [B2B Attribution Email Web Conversion].[B2B Attribution Email Web Object.MI_B2B_Attribution_Conversion_Anchor_Event_Timestamp], [B2B Attribution Email Web Conversion].[B2B Attribution Email Web Object.MI_B2B_Attribution_Conversion_Conversion_Signal_Timestamp]) |
| Metric by Attribution Model | Attributed metric value broken down by attribution model, such as First Touch, Last Touch, Linear, Time Decay, and U-Shape. | B2B Attribution dashboard | SUM(IF [MI B2B Attribution].[Attribution Type] = "FIRST_TOUCH" THEN [MI B2B Attribution].[Attributed Metric Value] END), repeated for "LAST_TOUCH", "LINEAR", "TIME_DECAY", and "U_SHAPE" |
| Conversion Breakdown by Campaign Types | Distinct conversions grouped by campaign type. | B2B Attribution dashboard | COUNTD([MI B2B Attribution].[Conversion Signal Event Id]), grouped by { FIXED [Campaign].[Campaign Id] : IF COUNT([MI B2B Attribution].[Campaign Id]) > 0 THEN MIN([Campaign].[Campaign Type]) END } |
| Conversion Over Time | Distinct conversions trended over the selected time period. | B2B Attribution dashboard | COUNTD([MI B2B Attribution].[Conversion Signal Event Id]) |
| Cost Efficiency | Closed-won revenue compared to campaign spend. | B2B Attribution dashboard | SUM([B2B Attribution Closed Won Revenue])/SUM([B2B Attribution Spend]) |
| Filters | |||
| Time Period | Limits dashboard data to the selected time period. | B2B Attribution dashboard | N/A |
| Campaign | Limits dashboard data to the selected campaigns. | B2B Attribution dashboard | |
| Account | Limits dashboard data to the selected accounts. | B2B Attribution dashboard | |
| Opportunity | Limits dashboard data to the selected opportunities. | B2B Attribution dashboard | |
| Contact | Limits dashboard data to the selected contacts. | B2B Attribution dashboard | |
