Bizible

Bizible, now known as Adobe Marketo Measure, operates as a marketing performance management platform, providing sophisticated analytics for business-to-business (B2B) marketers. The company was founded in 2011 by Aaron Bird, Peter Thompson, and Andy Turman. Bird, a former Microsoft advertising platform employee, and his co-founders initially created a local marketing tool for small businesses like painters and photographers. They soon discovered their clients' primary need was to quantify the impact of these marketing efforts, which led to the development of an internal attribution feature. Recognizing this as a more scalable business, they pivoted to focus solely on selling B2B marketing attribution software.

The company's core business revolves around providing detailed visibility into the effectiveness of marketing spend. It addresses the classic marketing dilemma of not knowing which half of the budget is wasted by tracking every marketing touchpoint across the entire customer journey, from the first interaction to a closed deal. This allows clients to understand which specific channels, campaigns, and content are driving revenue, enabling them to make data-driven decisions on budget allocation. The platform operates on a Software-as-a-Service (SaaS) model and integrates seamlessly with major CRM and marketing automation systems like Salesforce, Microsoft Dynamics, and Adobe Marketo Engage.

Bizible's product offers omnichannel, every-touch attribution, providing a comprehensive view of how different marketing initiatives contribute to the sales pipeline and overall revenue. Key features include various attribution models (such as first-touch, W-shaped, and full-path), which assign credit to different interactions throughout the buying cycle. The software captures touchpoints automatically, analyzes performance at a granular level including keywords and ad performance, and offers predictive account engagement scores. In 2017, the company expanded its offerings by launching a revenue planning tool that uses machine learning to forecast the impact of potential marketing investments. After participating in the Techstars Seattle incubator program in 2012, Bizible secured approximately $18.6 million in total funding over several rounds from investors including Scale Venture Partners and Madrona Venture Group. In April 2018, Marketo acquired Bizible in what was its largest acquisition to date. Shortly after, Adobe acquired Marketo, bringing Bizible into the Adobe Experience Cloud ecosystem and rebranding it as Adobe Marketo Measure.

Keywords: marketing performance management, B2B marketing attribution, revenue attribution, marketing ROI, omnichannel analytics, lead attribution, customer journey tracking, Marketo Measure, marketing analytics software, multi-touch attribution, Aaron Bird, lead-to-revenue management, campaign tracking, marketing spend optimization, sales and marketing alignment, pipeline analytics, predictive analytics, SaaS, ad tracking, demand generation analytics