Adobe: Bizible becomes Adobe Marketo Measure
Bizible becomes Adobe Marketo Measure
Just over 10 years ago, the founders of Bizible saw an opportunity to be heroes. B2B marketers struggled to attribute pipeline, revenue, and ROI to their work. As such, they were under pressure to defend their budgets. They didn’t know which channels, content, and campaigns were driving business results, not just clicks and leads. Bizible was created to meet these challenges head-on.
Within a few years, Bizible had become a hit. The company was growing rapidly and was named a Gartner Cool Vendor – a powerful recognition of its innovation and the product’s potential business impact. Marketo and Bizible have become a popular B2B martech pairing for marketing operations, demand generation, and other growth-focused teams. Together, Marketo and Bizible have enabled engagement and measurement at scale using best-in-class automation.
In 2018, Marketo acquired Bizible, just before Marketo itself was acquired by Adobe. Since then, Adobe has invested heavily in both products, built native integration between them, and introduced an ever-growing list of integrations with other apps. Today, the popularity of the Marketo and Bizible pair has only grown. This powerful pair continues to shape the world of B2B marketing.
A Dynamic Revenue Growth Duo
With Marketo now renamed Adobe Marketo Engage, it’s also time to give Bizible a new name. In recognition of its close relationship with Adobe Marketo Engage, Bizible is now Adobe Marketo Measure. Engagement and measurement: a winning combination for B2B marketers.
While Marketo Engage and Marketo Measure have a close relationship, Marketing Measure continues to calculate performance across all marketing and sales channels, not just those specific to marketing automation campaigns. Marketo Measure always works with any B2B marketing automation platform, not just Marketo Engage.
Meanwhile, Marketo Engage continues to boast a rich, top-notch set of analytics and reporting capabilities. Midsize to large business marketers who are ready to up their attribution game should upgrade to a specialized performance measurement app like Marketo Measure. The thousands of marketers using Marketo Measure today are truly on the cutting edge of not only driving compelling engagement, but doing so through data-driven, revenue-driven, and ROI-driven planning.
“Making Marketo Engage and Marketo Measure the crown jewels of our martech stack has empowered our teams to make the best decisions to scale our business and connect with customers,” said Jessica Kao, Chief Operating Officer of request, F5. “With the incredible versatility of Marketo Engage and the dynamic analytics capabilities of Marketo Measure, we were able to align our data and strategy to improve the customer experience, the partnership between marketing and sales, and ultimately drive more income.”
B2B marketers don’t need to struggle with attribution
Until we develop the telepathy to read shoppers’ minds, modern revenue attribution is the best approach to understanding which channels, content, and campaigns are influencing and driving purchases, all at scale. Unfortunately, many B2B marketing organizations have struggled with attribution. Their difficulty often stems from a lack of completeness or a lack of automation.
An incomplete view of the buyer’s journey results in inaccurate information that lacks value and credibility. This happens when marketers only use one-touch attribution or their multi-touch reports don’t capture all relevant channels. Without the support of comprehensive data, assertions by marketing teams about the pipeline created or influenced can cause more harm than good. That said, doing this properly isn’t easy without the right technology. Capturing and assembling comprehensive buyer touchpoint data is more difficult to achieve in B2B for many reasons, including multi-stage buying cycles, shared go-to-market with sales and the complexity of the B2B data model.
A lack of automation can be just as damaging, if not more so. Too many marketers and analysts try to create their own attribution reporting process on a spreadsheet, BI tool, or more generalized analytics application because they don’t know there is a Proven, out-of-the-box B2B attribution solution like Marketo Measure. These internal processes more often than not crumble under the weight of complexity, manual effort, staff turnover and maintenance requirements – as well as the fact that it is far too easy for marketing teams to be dragged into other directions, letting their measurement efforts go awry.
Where one-touch attribution, incomplete multi-touch approaches, B2C-centric solutions, and DIY projects fail, Marketo Measure excels. It’s the only solution that offers both comprehensiveness (what we call Everytouch attribution) and end-to-end automation. In fact, the planned enhancements to Marketo Measure give marketers even more reason to abandon their current approach and invest in measurement automation, just as they have already done to automate customer engagement.
Introducing Adobe Marketo Measure Prime
We announce Marketo Measure Prime. This new offering should be available later this year. It builds on the strengths described above, but is specifically designed to harness the data-gathering and centralizing power of Adobe Experience Platform. This will unlock new abilities and values such as:
Get B2B attribution information from the same database shared by other Adobe Experience Cloud apps, including Adobe Real-Time CDP, B2B and B2P editions.
Combine data from multiple CRM or B2B marketing automation instances into a single Marketo Measure Prime instance for a performance view spanning complex organizations.
Create a new ability to connect Marketo Measure Prime to almost any CRM, not just big brands.
Open a more direct path to integrate buyer touchpoint data from all additional channels and applications not yet supported by native Marketo Measure integrations.
Import other relevant data from cloud storage providers, local file systems and other data sources to provide even more flexibility for customers.
Marketo Measure Prime will even include direct access to its underlying data warehouse – something only available as an add-on to existing offerings. With this access, our clients will be able to explore touchpoint and attribution data at the finest level of detail. From there, teams can use their favorite data visualization tools and provided BI report templates to perform custom analytics and reporting beyond the wide range of configurable role and topic-based dashboards. already provided.
Looking forward to
Effective attribution doesn’t just drive growth and bridge sales. It transforms the careers of marketing leaders. It is the fullest expression of data-driven marketing because data (pipeline, revenue, and ROI) enables marketers to speak the language of business. It puts you in the driver’s seat.
Adobe’s upcoming research (to be released later this year) shows that the demand for better attribution couldn’t be stronger. Of more than 600 B2B marketers, 86% said implementing or improving attribution was a priority for 2022. Among organizations identified as leaders, this number was 100%.
With budget pressures, changing buyer preferences and the dynamic market we find ourselves in today, the strong interest in attribution is no surprise. Or maybe we’ve just arrived at a time when more and more B2B marketers are comfortable enough driving cross-channel engagement that they’re ready to take the next big step – join today’s Marketo Measure customers to finally be able to prove their business impact. And, most importantly, they can now get the end-to-end performance visibility they need to optimize every step of the funnel and every marketing investment.
In the end, our customers are the heroes. They show the world what is possible in the areas of lead-based and account-based strategies. As Marketo Measure adoption continues to grow rapidly among progressive marketing organizations, here comes the next decade to raise the bar for B2B marketing together.