Since Salesforce acquired Tableau, B2B marketers have had access to a powerful set of analytics dashboards built directly into the platform. These B2BMA (B2B Marketing Analytics) dashboards bring together data from Pardot and Salesforce into a single, visual reporting layer, giving marketing teams the ability to measure performance across the entire funnel without leaving the ecosystem.
But getting the most out of them requires understanding what each dashboard is designed to do, how they connect, and where they add genuine insight versus where they simply surface noise.
So, what is B2BMA?
B2BMA is essentially a big data engine that brings Pardot marketing engagement data and Salesforce CRM data together into a unified analytics environment. It allows marketers to build and customise dashboards that visualise the relationship between marketing activity and commercial outcomes. Think of it as the bridge between “what marketing did” and “what happened next in the pipeline.”
Engagement Dashboard
The Engagement Dashboard provides a top-level view of how your marketing assets are performing. It reports on email opens, click-through rates, form submissions, and landing page engagement. This is the dashboard most marketing teams start with, it answers the fundamental question of whether your content is resonating with the audience you’re targeting.
Pipeline
The Pipeline Dashboard tracks the full customer journey from Visitor through to Opportunity. It maps how prospects move through lifecycle stages, from anonymous visitor, to known prospect, to marketing-qualified lead, to sales-accepted opportunity. This is where marketing and sales alignment becomes visible. If leads are stalling at a particular stage, the Pipeline Dashboard will show it.
Marketing Manager
The Marketing Manager Dashboard is designed to give a top-line summary for senior stakeholders. It consolidates the key metrics from the other dashboards into a single view, pipeline contribution, campaign performance, lead velocity, and conversion rates. This is the dashboard you put in front of the CMO or the board when they ask “what’s marketing delivering?”
Multi-touch Attribution
Multi-touch Attribution is where B2BMA starts to earn its keep for more sophisticated marketing operations. It models how multiple campaigns and touchpoints contribute to a single conversion or opportunity. Rather than giving all the credit to the first touch or the last touch, it distributes influence across the journey. This is particularly valuable for justifying PPC and paid media spend, channels that often play an early-funnel role but struggle to demonstrate direct ROI in simpler reporting models.
ABM (Account Based Marketing)
The ABM Dashboard shifts the lens from individual leads to account-level analysis. It aggregates engagement across all contacts within a target account, surfacing which accounts are showing buying signals and which are going cold. Sales Events, meetings booked, opportunities created, deals closed, are layered on top of marketing engagement data to give a complete picture of account health.
Einstein Behaviour Scoring
If your Salesforce instance includes Einstein, you gain access to an additional scoring model that uses machine learning to predict which prospects are most likely to convert. Einstein Behaviour Scoring analyses engagement patterns across your entire database and assigns scores based on behavioural signals rather than static lead attributes. It’s an extra layer of intelligence, but it’s only available with the Einstein add-on.
The default dashboards are powerful, but they were originally designed with data scientists in mind, not the average marketing manager. Getting value from them requires thoughtful configuration, clean data hygiene, and a clear understanding of which questions each dashboard is designed to answer. Used well, they transform Salesforce from a CRM into a genuine marketing intelligence platform.
