How to Build an Account-Based Marketing (ABM) Dashboard (With Real-World Examples)

Let’s be real—most “ABM dashboards” are just glorified spreadsheets or one-size-fits-all tools that fail to deliver the insights you really need.

If your team can’t pinpoint which accounts are engaged, where they are in the pipeline, or what’s moving the needle, your ABM efforts are stuck.

Below, we’ll break down exactly what an ABM dashboard is, the key components that make it work, and real-world examples to inspire your own.

What is an ABM Dashboard?

An ABM dashboard serves as a centralized hub that unifies, tracks, and visualizes account-based marketing performance metrics across target accounts.

It’s built specifically for ABM’s hyper-focused approach and it connects the dots between engagement, pipeline movement, and revenue outcomes at the account level. 

A robust ABM dashboard doesn’t just tell you what is happening, but it shows why accounts are advancing (or stalling) and helps you recalibrate data in real time.

Here’s what an ABM dashboard typically helps you do:

• Monitor account engagement in real time and get insights into how target accounts are interacting with your brand across multiple touchpoints (e.g. playbook downloads, website visits, case study downloads, webinar participation, and email interactions).
• Analyze pipeline impact and track how well your ABM campaigns are contributing to the sales pipeline.
• Measure revenue outcomes and connect marketing actions to tangible revenue results. You can attribute revenue to specific campaigns, tactics, or channels. 
• Find high-potential accounts and see which are most engaged or demonstrate buying signals, so you can prioritize outreach. With predictive analytics, many ABM dashboards can even flag accounts that might require re-engagement before they slip through the cracks.
• Prove and improve ROI with detailed reporting on performance metrics like conversion rates, deal velocity, and lifetime value (LTV) for high-value accounts.
• Optimize campaign performance with visualized data to spot bottlenecks, test hypotheses, and make informed adjustments to your campaigns.

Key Components of an Effective Account-Based Marketing Dashboard

To build an ABM dashboard that drives action, you need to focus on the right metrics and elements. 

So, let’s check out the must-have components that your attribution dashboard needs: 

Account-Level Metrics

• Account engagement score: Measures the depth and frequency of interactions across all touchpoints for each target account. This score typically combines factors like website visits, content downloads, email responses, event participation, and ad clicks to provide a holistic view of account interest level.
• Pipeline progression rate: Tracks how quickly target accounts move through defined buying stages and find potential issues in the sales process. It also reveals which accounts need more nurturing versus those ready for sales acceleration.
• Deal value: Monitors the potential revenue associated with each account to prioritize high-value opportunities.
• Intent signals: Analyzes intent data, such as account searches for relevant topics or competitor keywords. This reveals which accounts are actively researching solutions and signals the right time to engage.
• Account coverage ratio: Measures the percentage of key stakeholders and decision-makers actively engaged within each target account. You can use this to ensure your marketing efforts reach all relevant personas within the buying committee.
• Account health score: Combines engagement, progression, and deal value into a composite health score. This score provides a quick snapshot of which accounts are doing well and which may need immediate attention.
• Content interaction metrics: Measures the specific pieces of content that resonate most with target accounts.

Campaign Performance Metrics

• Reach: Tracks the number of accounts your campaigns successfully target. This includes metrics like ad impressions, email deliveries, and social media views to assess your campaign’s visibility.
• Engagement: Measures how target accounts interact with your campaigns through actions like clicks, likes, shares, and comments.
• Conversion rates: Calculates the percentage of engaged accounts that move to the next stage of your funnel, such as signing up for a demo or requesting a proposal.
• Account conversion velocity: Tracks the speed at which engaged accounts progress through defined conversion points like MQL to SQL, or opportunity creation to close. 
• Campaign attribution impact: Measures how specific campaign touchpoints influence opportunity progression and revenue generation within target accounts. This multi-touch attribution view demonstrates which campaign elements deliver the greatest impact at each buying stage.
• Channel performance: Tracks the performance of individual marketing channels—such as email, paid ads, and social media—at the account level.
• Response time: Measures how quickly target accounts respond to your campaigns, such as the time between email opens and clicks or form submissions.

Financial Metrics

• Return on investment (ROI): Measures the net revenue generated from ABM campaigns relative to the total program cost, including technology, content creation, media spend, and resource allocation.
• Customer lifetime value (CLTV): Projects the total expected revenue from an account over the entire relationship lifecycle, using factors like contract value, renewal rates, upsell potential, and account expansion opportunities.
• Average deal size: Tracks the average revenue you generate per closed deal from ABM campaigns.
• Cost per acquisition (CPA): Analyzes the total cost of acquiring a new account and factors in campaign spending, sales resources, and other related expenses.
• Pipeline velocity value: Quantifies the speed and value of opportunities moving through the pipeline, measuring both the progression rate and potential revenue impact of engaged accounts.
• Revenue growth per account: Measures the increase in revenue generated from target accounts over time. This shows how successful your cross-selling, upselling, and engagement strategies are.

Challenges of ABM Reporting

ABM reporting isn’t without its issues—data inconsistencies, tracking complexities, and aligning metrics with account goals are just the start.

Below, we’ll break down the most common challenges of account-based marketing attribution and see what’s holding teams back:

Connecting Marketing Activities to Revenue

The main problem here is ABM’s inherently complex structure – multiple stakeholders, long sales cycles, and overlapping touchpoints mean the path from activity to revenue is rarely linear.

So when target accounts engage through multiple channels over 6-18 month buying journeys, traditional attribution models can’t capture marketing's true influence on deal progression and closed revenue.

For example, a key decision-maker might download a whitepaper at a first touchpoint, but the formal sales process may not begin until months later through a different channel.

Or, an account might engage with multiple touchpoints—like targeted ads, whitepapers, sales reps calls, and events—before a deal is finalized, so your team can’t outline which activity contributed the most.

To connect these dots, B2B marketing teams should use advanced multi-touch attribution models customized for account-level reporting and use data from every interaction to assign accurate revenue influence.

These models connect individual contact interactions to account-level outcomes and recognize that early-stage marketing activities may not show immediate pipeline impact but still play a big role in deal progression.

Pairing these with integrated ABM dashboards that pull data from your CRM, marketing automation, and sales tools can provide a much clearer picture.

PRO TIP 💡: You can refine your ABM strategy with HockeyStack's multi-touch attribution, which integrates self-reported attribution with tracked touchpoints to provide a comprehensive view of the buyer journey. This way, your teams can finally accurately assess the impact of each marketing activity on revenue. 

Tracking Engagement Across Multiple Touchpoints

ABM strategies require coordination across multiple channels—such as personalized email campaigns, social media ads, targeted content on your website, and live or virtual events.

Each of these touchpoints serves a specific purpose in moving accounts through the buying journey. However, without proper tracking, you can’t understand the cumulative impact of these activities.

A big issue is the lack of integration between marketing tools and CRM platforms. 

When data from paid ads providers, social media interactions, and website visits live in separate systems, it’s easy to miss insights or double-count touchpoints.

This is why ABM teams need more advanced centralized dashboards where you can connect cross-channel data and tie every interaction back to individual accounts in a single location.

Things get even more complex when considering the organizational structure of target accounts. Large enterprises often operate across multiple locations, use various IP addresses, and maintain different email domains for subsidiaries.

This means that interactions from what should be considered a single account might appear as separate entities in different systems. 

For example, an enterprise account's European office might engage with content through one domain while their North American team uses another.

Modern marketing teams now have to reconcile interactions from corporate offices, home networks, and mobile devices to maintain accurate account engagement profiles.

PRO TIP 💡: HockeyStack's Buyer Journeys feature simplifies tracking engagement across multiple touchpoints. You can unify data from various channels and accounts, to get a single, accurate view of account-level interactions. This helps ABM teams overcome challenges like fragmented data and complex organizational structures.

Proving ROI of ABM Initiatives

To secure stakeholder buy-in and maintain your budget, you need to show that your efforts are driving real business results.

However, because ABM focuses on quality over quantity and long-term account growth, traditional marketing metrics aren’t enough to demonstrate its value.

The time between the initial marketing investment and revenue realization often stretches across several quarters—or even years—making it tough to show immediate value to stakeholders who want quick results.

That’s why the first step in proving ROI is to set up clear metrics that connect directly to your business goals. 

These might include:

• Pipeline influence: Measure the percentage of pipeline revenue attributed to ABM accounts or campaigns. 
• Deal velocity: Track how ABM accelerates the time it takes for target accounts to progress through the sales funnel compared to non-ABM accounts.
• Account growth: Quantify upsell and cross-sell opportunities created within existing accounts as a direct result of your ABM campaigns.
• Customer lifetime value (CLV): Demonstrate how ABM drives deeper relationships that lead to higher CLV.

Another problem is justifying the higher per-account spending that ABM requires. 

While traditional B2B demand generation programs spread resources across many leads, ABM focuses heavily on a select group of target accounts.

This means investing more in personalized content, account-specific campaigns, and advanced tools. B2B marketing teams need to prove that these concentrated efforts get better returns than broader strategies, even if the total number of engaged accounts is smaller.

Measuring ROI gets even trickier when we factor in the broader impact of ABM. Aside from direct revenue, ABM often delivers value through account expansion, better win rates, and faster deal cycles.

These indirect benefits are also important, but they’re hard to quantify.

PRO TIP 💡: HockeyStack's Lift Analysis lets you compare cohorts—such as accounts exposed to specific ABM campaigns versus those that weren't—to measure the true impact of your efforts on metrics like pipeline influence, deal velocity, and account growth. 

Data Silos and Integration Issues

Data silos are a silent killer of ABM success. 

Marketing data often sits in disconnected systems like CRMs, marketing automation platforms, website analytics, ad tools, and event management software.

And consolidating data from these sources into a single dashboard requires technical expertise, including setting up custom API integrations and aligning data formats.

Because of this fragmentation, you can’t create a complete picture of your ABM performance, so it’s hard to connect how all parts of your strategy work together to deliver results.

Even something as simple as account names being recorded differently—like "IBM" in one system and "International Business Machines" in another—can cause incomplete insights.

Manually combining this data isn’t a realistic solution. It’s time-consuming, prone to errors, and can lead to duplicate data or misinterpretations.

Another common issue is outdated or incompatible tools that don’t integrate well. 

For instance, your CRM might store sales activity, while your marketing platform tracks campaign engagement, but the two systems don’t communicate. This lack of connection creates reporting gaps, duplicated efforts, and missed opportunities to act on valuable data.

There’s also data ownership. Sales teams might control CRM data while marketing manages campaign metrics, leading to a lack of alignment. To overcome this, organizations need clear processes for data sharing and tools that make cross-team reporting seamless and efficient.

3 ABM Dashboard Examples to Inspire Your Own

Tired of dashboards that look fancy but don’t actually help you close deals?

We’ve curated a few ABM dashboards built with HockeyStack that can show you exactly which accounts are worth your time, how they’re engaging, and what’s driving results.

If you’re serious about your ABM strategy, these real-world examples could be the perfect starting point.

Explore more dashboard templates in our library.

ABM Reporting Dashboard

The ABM Reporting Dashboard (built by B2B marketing expert Andrei Zinkevich) serves as a centralized hub for monitoring and optimizing your company’s account-based marketing strategies.

It provides actionable insights and a birds-eye overview of key metrics that directly impact revenue and account engagement. 

With this dashboard, you can:

• Monitor revenue generated from ABM campaigns, segmented into net new acquisitions, expansions, and renewals. You’ll see the contributions of each program to overall revenue.
• Oversee the deal progression within the pipeline, so you can spot potential obstacles and intervene to maintain momentum.
• Evaluate engagement levels across target accounts to find high-intent leads.
• Assess the performance of ABM campaigns by tracking metrics such as SQLs, pipeline generation, win rates, and sales cycle durations.
• Access detailed insights into account behaviors, including website interactions and engagement levels, to inform personalized outreach and align marketing and sales efforts.
• Marketing and sales teams can use this dashboard to set up a unified view of ABM performance, streamline processes, and drive revenue growth through informed decision-making.

Dashboard Breakdown

Revenue Pacing at a Glance

This section delivers a clear and actionable overview of your revenue performance, so you can see how your strategy is helping you reach your business goals.

The dashboard shows annual revenue targets across your net new, renewal, and expansion ABM programs.

It also displays real-time updates on actual revenue against these targets, so you can monitor whether your efforts are on track to meet or exceed expectations. 

Visual cues, such as progress bars or percentage completion indicators, make it easy to interpret the data at a glance.

ABM Net New Revenue

You get a detailed examination of how your ABM campaigns perform when it comes to acquiring new customers. 

Companies can focus on net new revenue and outline the strengths and weaknesses of customer acquisition.

This section tracks essential metrics such as:

• Sales qualified leads (SQLs): The number of accounts moving from marketing to sales.
• Pipeline generated: The total value of opportunities created by ABM campaigns, with a clear picture of the revenue potential from new customers.
• Closed-won deals: Insights into the accounts that have successfully converted, which shows the end-to-end success of your acquisition strategy.

These metrics are presented in a month-over-month format, so you can set up trend analysis and get a clearer picture of performance shifts over time as well. 

ABM Renewal and Expansion

Focuses on how your ABM activities contribute to growth within your existing customer base. You can analyze renewals and expansions, and get insights into customer lifetime value and long-term profitability.

The ABM renewal and expansion section tracks:

• Renewal rates: The percentage of customers that renew their contracts.
• Expansion pipeline: Opportunities for upselling or cross-selling within current accounts.
• Revenue generated: Revenue attributed to renewals and expansions, which give a clear picture of how existing customer relationships contribute to the bottom line.

Deals in Pipeline

This section delivers a real-time snapshot of active deals, so you can track progress and better understand your customers’ behavior throughout the journey.

Companies get a comprehensive list of all active deals in the pipeline, categorized by stage.

You can then use drill-down capabilities for individual accounts to get a granular view of their interactions, touchpoints, and engagement with your brand.

ABM Account Intelligence

Brings actionable data to your sales and marketing teams, so they can better understand account behavior and intent. 

This section centralizes insights and helps create more targeted strategies for engaging high-value accounts.

You can track:

• ABM penetration by stage: A breakdown of how you engage target accounts at each stage of your sales funnel.
• High-intent accounts: Outlines accounts that exhibit strong buying signals, such as frequent engagement with key touchpoints or interactions with high-value content.
• Account engagement levels: Metrics that show the depth and frequency of account interactions across channels. 
• Website journeys: Detailed reports on how accounts interact with your website, including pages viewed, time spent, and key actions taken.

ABM and Intent Dashboard

The ABM and Intent Dashboard (by Isaac Ware at UserGems) provides a comprehensive, data-driven approach to managing ABM campaigns and measuring account intent.

You can use it to monitor campaign performance, spot high-intent accounts, and refine your outreach strategies for better engagement and conversion.

The dashboard also helps you:

• Analyze major signals such as previous customers who have transitioned to new accounts and accounts with recent hires or promotions within the buying committee.
• Map out the entire target account journey before conversion, so you can get insights into which activities contribute most to pipeline creation.
• Outline your advertising expenses alongside the percentage of target accounts reached through marketing and sales activities. 
• Monitor the duration of sales cycles for accurate revenue forecasting, especially toward the end of fiscal periods.
• Unify intent data to show which accounts are likely to convert and which may require more nurturing to improve intent levels.
• Analyze the average number of impressions or interactions needed to generate MQLs and SQLs so that teams can predict conversions more accurately.

Dashboard Breakdown

Spent and Target Account List Penetration

This section provides a clear and actionable snapshot of ad spend for ABM campaigns alongside the percentage of target accounts reached across marketing and sales activities.

When you have these metrics side by side, your teams can get instant visibility into budget plans and account engagement success.

You can track:

• Ad spend: Total investment in ABM campaigns across different channels. This includes LinkedIn paid ads, sponsored content, and other targeted efforts.
• Percentage of accounts reached: The proportion of accounts on your target list that you engaged through marketing or sales activities.

ABM Impact

The ABM Impact section provides a data-driven analysis of how well your ABM programs are performing based on specific, high-value signals.

You can track key signals that influence ABM performance, such as:

• Previous customers who have moved to new companies where they can reintroduce your product.
• New hires or promotions within target accounts’ buying committees who may be more open to exploring new solutions.

These signals are tied directly to pipeline progression and conversion rates.

ABM Pipeline Journey

This segment helps you map out the path target accounts take before becoming opportunities, so you can get a clear view of their interactions and engagement at each stage.

You get a detailed breakdown of:

• Account engagement steps: The key touchpoints and activities target accounts engage with before converting. These can include ad clicks, website visits, content downloads, webinar attendance, or direct sales interactions.
• Pipeline impact: Insights into how each activity contributes to pipeline creation and moves accounts closer to becoming opportunities.
• Engagement patterns: The sequence and frequency of account interactions.

Sales Cycle Length

The sales cycle length section provides insights into the average duration of sales cycles for ABM accounts, so teams can better understand how long it takes for target accounts to progress from initial engagement to closed-won deals.

Track:

• Average sales cycle duration: Displays the average time it takes for target accounts to progress through the sales funnel and close.
• Cycle length trends: Tracks patterns or shifts in cycle duration over time.
• Activity impact: Shows how specific ABM activities or touchpoints influence the pace of deals, so you can see what accelerates (or slows down) conversions.

ABM Intent

The ABM Intent section delivers unified insights into the intent levels of your target accounts, so you can measure their readiness to buy and prioritize outreach.

• Unified intent data: Aggregates intent signals from multiple sources—such as website visits, content downloads, ad interactions, and other engagements—into a single, clear view.
• High-intent accounts: Outlines accounts that show strong signals of interest, such as repeated interactions, searches for high-value content, or increased engagement over time.
• Nurture-ready accounts: Outlines accounts with lower intent that need further nurturing to move closer to conversion.

Touchpoint Data

This section provides a detailed analysis of how many interactions—across marketing and sales—are required to move target accounts through the funnel and predict conversion likelihood.

Track these key metrics:

• Average number of touchpoints: Displays the number of interactions required to move accounts from engagement to becoming MQLs or SQLs.
• Company-level touchpoint data: Offers a breakdown of touchpoint activity for specific accounts, including the type and frequency of interactions (e.g., email opens, ad clicks, webinar attendance, sales calls).
• Conversion trends: Shows patterns in touchpoint activity that lead to conversions.

Lift Reports

This segment provides a clear analysis of how specific signals, such as new hires or promotions in key accounts, directly impact conversions.

What it shows:

• Signal impact on conversions: Tracks the performance of signals—such as accounts with new hires, promotions, or job changes—compared to accounts without these signals.
• Conversion uplift: Shows the measurable increase in conversions or pipeline creation when signals are present.
• Comparative metrics: Shows differences in performance, such as conversion rates, deal velocity, or revenue generation, between accounts influenced by signals and those that are not.

G2 Intent Dashboard

The G2 Intent Dashboard leverages G2 intent data to provide more granular insights into how prospects interact with your brand and competitors on the platform.

With this data, the dashboard offers a comprehensive view of G2's influence on your marketing, sales, and revenue generation.

Companies can use this dashboard to:

• Measure G2’s impact on key outcomes by analyzing everything from form submissions and pipeline creation to deal closures.
• Spot high-intent accounts with G2 data such as category views and competitor page visits. You can pinpoint accounts that show the strongest buying signals and prioritize them for outreach.
• Visualize the journey of your ICP (ideal customer profile) from initial G2 interaction to conversion. Funnel reports illustrate the steps prospects take—from searching on G2 or viewing your profile to visiting your website, becoming an MQL, entering the pipeline, and ultimately closing as won deals.
• Analyze the effect of G2 interactions on MQLs, SQLs, ACV, and conversion rates. You can compare performance metrics between accounts with G2 intent data and those without.  
• See how G2 influences your outbound deals and assess the percentage of companies showing G2 intent that is being targeted by marketing campaigns or sales development representatives (SDRs).
• Analyze the activities that influenced your closed-won deals over specific time frames.

Dashboard Breakdown

G2 Lift Reports

This section offers a detailed analysis of how G2 interactions—such as competitor page views, profile visits, or category searches—contribute to conversions within your pipeline.

You can isolate the incremental impact of these actions and help teams understand the true value of G2 in their lead gen and deal progression.

What it shows:

• Impact on MQLs: Demonstrates how G2 interactions influence the creation of MQLs, with insights into the effectiveness of the platform in generating top-of-funnel opportunities.
• Deal creation influence: Tracks how G2 signals lead to pipeline creation and deal progression.
• Lift in conversion rates: Compares accounts with G2 intent signals against those without, so you can see the uplift in conversion rates and pipeline velocity attributed to G2 activity.
• Incremental revenue impact: Provides a clear view of how G2 interactions impact revenue generation by influencing high-intent accounts.

G2 Impact Report

With this segment, you get a comprehensive analysis of how G2 interactions contribute to your most relevant KPIs, such as MQLs, SQLs, average contract value (ACV), and conversion rates.

You can examine the performance of accounts that interact with your brand on G2, such as visiting your profile, comparing competitors, or browsing relevant categories.

It also tracks how these interactions impact funnel progression, including the generation of MQLs, the qualification of SQLs, deal size, and conversion rates at every stage.

G2 Funnel Impact

The funnel impact section visualizes the complete customer journey, tracing the steps prospects take from their initial interaction on G2—such as a category search or a profile view—to becoming a closed-won deal.

This dashboard tracks activities such as:

• Initial G2 search activity such as researching categories or comparing competitors.
• Profile engagement such as viewing your company or competitor profiles.
• Downstream conversions such as deal creation and closed-won outcomes.

ABM Companies with G2 Intent

Within this segment, companies can integrate G2 intent data with the overall ABM strategy. This way, it’s easier to spot and prioritize high-value accounts that are actively showing interest in G2.

• Combined target list and G2 intent data: A unified report that merges your ABM target account list with G2 intent signals.
• Interest indicators: Provides detailed insights into intent signals, such as competitor profile views, category searches, or visits to your own G2 profile.
• Intent scoring: Includes metrics such as engagement levels, visit frequency, and goal completions, so you get a clear picture of an account’s readiness to buy.

G2 Account Penetration by Inbound and Outbound

This section provides detailed insights into how G2 intent data affects both your inbound marketing efforts and outbound sales activities.

What it shows:

• Outbound deals influenced by G2: Tracks the number of outbound sales opportunities where G2 signals played a role, such as accounts visiting competitor profiles or your own G2 page.
• Companies showing G2 intent: Lists the total number of companies that show G2 intent.
• Targeted percentage: Displays the percentage of high-intent accounts that are being actively targeted by your marketing campaigns or SDRs.

Pipeline and Revenue by G2 Intent

The segment shows actionable insights into how different G2 intent levels impact your sales pipeline and revenue generation.

What it shows:

• Pipeline by intent category: Breaks down the pipeline contribution by G2 intent levels, such as accounts viewing competitor profiles, category searches, or specific product pages.
• Revenue attribution: Shows the revenue generated from accounts in each G2 intent category, so you can see which intent signals drive the highest financial returns.
• Performance trends: Tracks trends in pipeline and revenue across intent levels over time.

Look-Back Window of Closed Won Deals with G2 Influence

This last section provides a detailed retrospective analysis of how G2 intent signals contributed to your closed-won deals over a specific timeframe.

Track:

• Impact over time: A timeline-based analysis revealing how G2 intent signals have influenced deals that eventually closed.
• Comparison with other channels: Shows the relative contribution of G2 intent data compared to other marketing efforts, such as email campaigns, paid ads, or organic search.

Streamline ABM Reporting with HockeyStack

Your ABM dashboard deserves better.

HockeyStack eliminates the chaos of juggling disconnected tools and provides a centralized platform to unify your most important ABM metrics and performance indicators.

Whether you’re tracking engagement across touchpoints or measuring ROI, HockeyStack gives you clarity and control at every step.

With HockeyStack, you can:

• Track and unify account data to gain a 360-degree view of account-level interactions across all channels.
• Leverage advanced multi-touch attribution to accurately measure the influence of every marketing and sales activity on pipeline progression and revenue outcomes.
• Identify high-value accounts and intent signals, and focus your efforts on the accounts most likely to convert.
• Visualize campaign performance with intuitive dashboards to spot bottlenecks, analyze ROI, and refine your ABM strategies in real-time.
• Prove and improve ROI by attributing revenue to specific campaigns and demonstrating the tangible business impact of your ABM initiatives.

Our dashboards give you the clarity, precision, and insights you need to focus on what works and ditch what doesn’t.

Schedule a demo and see how easy ABM reporting can be with HockeyStack by your side. 

‍