What is B2B Marketing Analytics app?

Marketing teams often rely on several systems to track campaign performance. Account Engagement captures marketing interactions such as email engagement or form submissions, while Salesforce CRM records opportunities, pipeline stages, and revenue.

The B2B Marketing Analytics App connects these two sources of information and presents them together through dashboards and datasets. 

This integrated view helps organisations understand how marketing activity contributes to the sales pipeline. Instead of analysing marketing and sales metrics separately, teams can see how campaigns influence lead generation, opportunity creation, and closed revenue.

Because the application is built on Salesforce CRM, users can customise dashboards and explore datasets to answer questions about marketing performance.

Understanding marketing impact can be challenging when campaign data and sales results sit in separate systems. The B2B Marketing Analytics App addresses this by:

• bringing marketing and CRM data together in one analytics environment

• making it easier to measure marketing’s contribution to pipeline

• providing dashboards designed for B2B marketing teams

• reducing manual reporting and spreadsheet analysis

• helping teams identify which campaigns generate qualified leads

By connecting marketing and revenue data, businesses gain clearer visibility into the effectiveness of their marketing strategy in terms of real revenue and ROI.

B2BMA uses data from both Account Engagement and Salesforce to generate marketing insights.

A typical setup involves:

1. Data synchronisation – Connect Account Engagement and Salesforce CRM data through the Salesforce connector

2. Dataset creation – Organise marketing and sales data into structured datasets

3. Dashboard visualisation – Display campaign performance and pipeline metrics through interactive dashboards

4. Data exploration – Analyse marketing results using filters and dimensions

5. Performance optimisation – Use insights to refine marketing campaigns

Because the app runs within Salesforce, organisations can customise dashboards or create additional reports based on their marketing objectives.

B2B Marketing Analytics App vs Marketing Cloud Intelligence

The B2B Marketing Analytics App focuses on B2B marketing and CRM data analysis within Salesforce.

Marketing Cloud Intelligence aggregates cross-channel marketing data from many platforms, including advertising networks and social media.

B2B Marketing Analytics App vs standard Salesforce reports

Standard Salesforce reports provide operational data views.

The B2B Marketing Analytics App offers interactive dashboards and advanced visualisation tools designed specifically for marketing analysis.

B2B Marketing Analytics App vs manual marketing reporting

Manual reporting often requires exporting data from multiple systems into spreadsheets.

The B2B Marketing Analytics App automates data consolidation and presents results through integrated dashboards.

What is the B2B Marketing Analytics App used for?

It helps B2B marketing teams analyse campaign performance and understand how marketing activity influences pipeline and revenue.

Does the app require Marketing Cloud Account Engagement?

Yes. It uses data from Marketing Cloud Account Engagement and Salesforce CRM to generate insights.

What dashboards are included in the app?

Common dashboards include marketing performance, pipeline analysis, and engagement reporting.

Can dashboards be customised?

Yes. Because the app is built on CRM Analytics, organisations can customise dashboards or create new analytics views.

Who typically uses the B2B Marketing Analytics App?

Marketing operations teams, demand generation teams, and marketing leaders responsible for campaign performance analysis.