Bizible

Maximize your marketing budget with precision.

Attribution & BI

2011 Founded

51-100 Employees

300+ Customers

Seattle, WA, USA Headquarters

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Quick Facts

Website

business.adobe.com →

Pricing Model

tiered

Company Type

acquired

About Bizible

Bizible is a B2B marketing attribution platform originally founded in 2011 in Seattle by former Microsoft/Bing advertising veterans to solve a core problem for marketers: proving which channels, campaigns, and content actually drive revenue, not just leads. The product tracks every buyer interaction across online and offline channels and ties those touchpoints back to opportunities and closed-won deals in the CRM, giving revenue teams a single, trusted view of marketing performance. business.linkedin.com

Over time, Bizible became a category-defining solution for multi-touch attribution in complex B2B funnels. It introduced every-touch attribution, sophisticated U-shaped, W-shaped, full-path, and custom models, and out-of-the-box dashboards that let marketing, sales, and executives understand which tactics accelerate progression and generate the highest ROI. The platform integrates with leading CRMs, marketing automation systems, ad platforms, and BI tools, and can push attribution data back into those systems for local reporting and analysis. bizible.com

In April 2018 Bizible was acquired by Marketo in what Marketo described as its largest acquisition to date; later that year, Adobe acquired Marketo and brought Bizible into the Adobe Experience Cloud. Adobe has since deepened integrations with Adobe Analytics, Adobe Real-Time CDP, and Marketo Engage, and expanded the product’s data-sharing, AI modeling, and enterprise data warehouse capabilities under the Marketo Measure Ultimate offering. blog.adobe.com

In March 2022 Adobe officially rebranded Bizible as Adobe Marketo Measure, reflecting its tight relationship with Adobe Marketo Engage. Today, Adobe Marketo Measure (formerly Bizible) is positioned as an industry-leading B2B multi-touch attribution solution for mid-market and enterprise organizations that need granular, AI-assisted insight into how marketing drives pipeline, revenue, and profitable growth across increasingly complex, omnichannel buyer journeys. blog.adobe.com

Key Features

Every-touch attribution - aggregates all trackable online, offline, marketing, and sales touchpoints across the full B2B buying journey, not just campaign-associated events.

Multi-touch attribution models - supports first-touch, lead-creation, U-shaped, W-shaped, full-path, single-touch and custom models to allocate revenue credit across the funnel.

AI-powered attribution - uses Adobe AI and machine learning to recommend model stages and weightings and provide incremental lift scoring for more accurate performance measurement.

Omnichannel data aggregation - unifies engagement data from paid media, web, chat, email, webinars, events, and sales activities into a single attribution data model.

Campaign and content associations - automatically associates touchpoints to campaigns and assets so teams can see which channels, creatives, and content drive opportunities and wins.

Account-based measurement - provides account-level views of engagement and attribution to support ABM programs and buying-group reporting.

Flexible channel and stage framework - lets customers configure custom channels, subchannels, and progression stages that match their own funnel and go-to-market motions.

Pre-built dashboards and CRM/BI templates - ships with in-app dashboards plus report templates for CRMs and BI tools to accelerate time-to-insight.

Deep CRM integration - synchronizes touchpoints, opportunities, and revenue data bi-directionally with CRMs like Salesforce and Microsoft Dynamics, enabling native CRM reporting.

Marketing automation integration - connects to Marketo Engage and other MAPs to ingest email, program, and behavior data for attribution.

Integrated ad platform connections - native API integrations with Google Ads, Microsoft Advertising (Bing Ads), Facebook Ads, DoubleClick Campaign Manager / Campaign Manager 360, and LinkedIn ads allow auto-tagging and cost import.

LinkedIn Sponsored Content & Lead Gen Forms integration - auto-tags LinkedIn ads and ingests Lead Gen Form submissions to attribute revenue back to specific campaigns and creatives.

Ultimate data warehouse access - in the Marketo Measure Ultimate edition, provides direct access to the underlying attribution data warehouse for advanced analytics and data science use cases.

Data exploration and sharing - supports exporting attribution data to data warehouses, BI tools, and other systems for custom analysis and blending with additional datasets.

Role-based reporting - delivers tailored views for CMOs, demand generation, marketing operations, analysts, and sales to align around common pipeline and revenue metrics.

Best For

Company Size

mid-market enterprise

Industries

SaaS Technology Professional Services Financial Services Manufacturing

Use Cases

Multi-touch revenue attribution across complex B2B funnels Channel, campaign, and content ROI reporting Account-based marketing and buying-group measurement Optimizing paid media and program mix based on pipeline and revenue impact Revenue planning and budget allocation using historical performance Aligning marketing and sales around shared pipeline metrics

FAQ

What is Bizible?

Bizible, now branded as Adobe Marketo Measure, is a B2B marketing attribution platform that connects marketing and sales touchpoints across online and offline channels to pipeline and revenue. It uses every-touch and multi-touch attribution models to show which channels, campaigns, and content influence opportunities and closed-won deals, helping teams optimize spend and prove marketing's impact.

How much does Bizible cost?

Adobe does not publish list pricing for Bizible (Adobe Marketo Measure). Capterra reports three plans - Tier 1, Tier 2, and Ultimate - with pricing based on marketing database size and billed monthly, but all tiers require contacting the vendor for an exact quote and there is no free plan or free trial. Expect custom, enterprise-style pricing that scales with database size and contracted features.

What are the main features of Bizible?

Key Bizible features include every-touch and multi-touch attribution models, omnichannel data aggregation across web, email, paid media, events and sales activities, flexible channel and stage configuration, account-based measurement, AI-powered modeling, and pre-built dashboards and report templates. It integrates deeply with Salesforce, Microsoft Dynamics, Marketo Engage, Adobe Analytics, and major ad platforms such as Google Ads, Bing Ads, Facebook Ads, Campaign Manager 360, and LinkedIn Ads.

Who are Bizible's main competitors?

Main competitors and alternatives to Bizible (Adobe Marketo Measure) in the B2B attribution and revenue analytics space include Full Circle Insights, CaliberMind, Dreamdata, and Attribution, along with other solutions that combine attribution with broader marketing analytics or CDP capabilities.

Is Bizible good for small businesses?

Bizible can technically support smaller organizations, but it is primarily designed and priced for mid-market and enterprise B2B teams with complex funnels, established CRM and marketing automation systems, and dedicated operations resources. Very small businesses or those with simple lead flows and limited budgets may find the implementation overhead and cost too high relative to lighter-weight attribution or analytics tools.