The B2B Marketing Analytics Framework Built for the Modern Data Stack

 

Most B2B marketing teams already have the data. It lives in Salesforce, Marketo or HubSpot, your paid media platforms, and your product. The problem is none of it connects and the analytics capabilities that actually move budget decisions cannot be built inside those platforms. This playbook shows you exactly how to build those capabilities outside your MAP and CRM on the modern data stack. For marketing leaders at B2B companies who need advanced marketing analytics but don't have a dedicated data engineering teams.​

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A complete framework across 6 marketing analytics pillars with SQL architecture, benchmark data, and case studies from 85+ B2B companies. Built for Snowflake, BigQuery, and Redshift. What you'll be able to do after reading this playbook:
 

• Finally answer "which campaigns drove pipeline" with a multi-touch attribution model built by combining marketing engagements, opportunities, and ad platform spend into a single source of truth.

• Know exactly where leads are dying in your funnel using a cohort demand waterfall and velocity tracking. Includes Inquiry-to-MQL and MQL-to-SQL conversion benchmarks.

• Reallocate budget with confidence using a cross-channel spend vs. pipeline dashboard that ties campaigns data directly to CRM opportunities. 

• See which target accounts are progressing with an ABM scoring model that combines intent signals, MAP engagement, digital ads, and CRM data.

• Stop sending to a broken database with a warehouse-based health scoring model that grades every record on completeness, engagement recency, deliverability, and ICP fit.

• Prove which events actually drive pipeline with pre/post pipeline snapshots, attendee journey tracking, and a portfolio optimization framework.

 

​Also included: an Analytics Maturity Self-Assessment that shows which capability to build first based on where your organization actually is today, not where you think it is.

 

"The demand waterfall framework alone changed how we present pipeline to our board." — VP of Marketing, Series B SaaS company

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Want to explore how we implement these analytics frameworks? See our Marketing Analytics Consulting services.​