Bizible

Pioneer and recognized leader in B2B multi-touch marketing attribution, now operating as Marketo Measure within Adobe Experience Cloud

Bizible was a pioneering B2B marketing attribution and performance management platform founded in Seattle, Washington. The company built sophisticated multi-touch attribution technology that allowed B2B marketers to track every touchpoint in the buyer journey — from first anonymous visit through closed revenue — and accurately attribute pipeline and revenue to the marketing activities that drove them. This gave marketing teams the ability to optimize spend based on actual revenue impact rather than vanity metrics like clicks or impressions. Bizible's platform integrated deeply with CRM systems (particularly Salesforce) and marketing automation tools to stitch together online and offline touchpoints across the full funnel. Its attribution models ranged from first-touch and last-touch to more sophisticated algorithmic and custom models, making it a preferred solution for data-driven B2B marketing organizations. The company became a recognized leader in the B2B marketing attribution space, serving hundreds of mid-market and enterprise customers across SaaS, technology, and professional services sectors. In 2018, Marketo acquired Bizible to strengthen its marketing performance management capabilities ahead of Adobe's subsequent acquisition of Marketo later that same year. Following Adobe's acquisition of Marketo, Bizible was rebranded as Marketo Measure and integrated into the Adobe Experience Cloud ecosystem. Today, Marketo Measure continues to serve as Adobe's B2B multi-touch attribution solution, carrying forward Bizible's core technology and market position within one of the world's largest marketing technology platforms.