Bizible

Pioneer and category leader in B2B multi-touch marketing attribution, now operating as Marketo Measure within Adobe's ecosystem

Bizible was a Seattle-based B2B marketing attribution and planning software company that helped marketers understand which marketing activities were driving pipeline and revenue. Founded in 2011, Bizible built a platform that tracked every marketing touchpoint across the buyer journey — from first anonymous web visit through closed-won opportunity — and attributed revenue credit to each interaction using a variety of attribution models including first touch, last touch, linear, U-shaped, W-shaped, and full-path models. This granular visibility allowed B2B marketers to make data-driven decisions about budget allocation and campaign optimization. Bizible was acquired by Marketo in 2018, and when Adobe subsequently acquired Marketo later that same year, Bizible came under Adobe's umbrella. The platform was eventually rebranded as Marketo Measure, becoming a core component of the Adobe Marketo Engage product suite. As Marketo Measure, the technology continues to serve B2B marketers seeking multi-touch attribution and marketing performance management capabilities, now integrated more deeply with Adobe's broader Experience Cloud ecosystem. During its independent years, Bizible was widely regarded as a leader in the B2B multi-touch attribution space, competing with platforms like LeanData, Terminus, and Full Circle Insights. Its Salesforce-native architecture and deep CRM integration were key differentiators, making it particularly popular among mid-market and enterprise B2B companies running complex, multi-channel demand generation programs. The Bizible brand no longer operates independently, having been fully transitioned to the Marketo Measure identity.