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Seattle-based Bizible provides a B2B marketing attribution platform that tracks buyer interactions across online and offline channels to link them directly to pipeline opportunities and closed-won revenue. The software utilizes multi-touch attribution models and integrates directly with major customer relationship management and marketing automation systems, including Salesforce and Marketo. Operating with an estimated 51 to 100 employees, the software-as-a-service platform is utilized by over 1,460 companies globally, with 68% of its user base concentrated in the United States. Following its initial growth phase, the company was acquired by Marketo in 2018, which was subsequently purchased by Adobe, leading to the product's official rebranding as Adobe Marketo Measure in March 2022. Bizible was originally founded in 2011 by a team of former Microsoft and Bing advertising veterans whose specific individual names remain publicly undisclosed.
Bizible has raised $18.4M across 5 funding rounds.
Bizible has raised $18.4M in total across 5 funding rounds.
Adobe Marketo Measure (formerly Bizible) is a B2B marketing attribution platform that tracks buyer interactions across online and offline channels, linking them to CRM opportunities and closed-won deals to prove marketing's revenue impact.[1][2][7] Originally a standalone tool for multi-touch attribution in complex sales funnels, it now serves mid-market and enterprise revenue teams by providing AI-assisted insights into pipeline generation, ROI, and omnichannel performance through deep integrations with CRMs, ad platforms, and Adobe tools.[1][4][7] It solves the core problem of moving beyond lead metrics to revenue attribution, offering pre-built dashboards for quick analysis of channels, campaigns, and content effectiveness.[1][2][3]
The platform targets B2B marketers and sales teams struggling with siloed data, delivering models like first-touch, W-shaped, full-path, and custom attribution to optimize spend and align functions.[1][3][4] Post-acquisition by Adobe in 2018 via Marketo, it has seen expanded capabilities in AI modeling and data warehousing, maintaining strong growth as an industry leader in attribution for account-based marketing (ABM) and multi-channel journeys.[1][7]
Bizible was founded in 2011 in Seattle by former Microsoft and Bing advertising veterans aiming to help marketers prove revenue impact from channels and campaigns, not just leads.[1] The idea emerged from the need for a unified view of buyer journeys in B2B, starting with tracking every touchpoint back to CRM deals.[1][5] Early traction came from its every-touch attribution innovation and integrations with CRMs like Salesforce, setting it apart in multi-touch reporting for complex funnels.[1][4]
Pivotal moments included its April 2018 acquisition by Marketo—described as Marketo's largest to date—and Adobe's subsequent purchase of Marketo later that year, integrating Bizible into the Adobe Experience Cloud.[1] By March 2022, Adobe rebranded it as Marketo Measure, enhancing it with Adobe Analytics, Real-Time CDP, and Marketo Engage for enterprise-scale AI and data-sharing.[1][7]
Bizible rides the wave of B2B revenue operations maturity, where marketers demand granular proof of impact amid rising ad costs and complex buyer journeys influenced by privacy changes and omnichannel shifts.[1][2][5] Its timing aligned perfectly with the attribution explosion post-2010s, as UTMs and CRM data matured, making it a category leader before consolidation into Adobe's ecosystem.[1][3] Market forces like ABM growth, AI analytics demand, and sales-marketing alignment favor it, especially for teams ready to leverage multi-touch over simplistic last-click models.[3][7]
It influences the ecosystem by standardizing revenue attribution practices, pushing competitors toward omnichannel capabilities and enabling Adobe's broader CDP and experience cloud dominance in enterprise martech.[1][7]
Marketo Measure stands as a mature, battle-tested attribution powerhouse within Adobe, poised to evolve with AI-driven predictive modeling and deeper real-time data unification amid cookieless tracking challenges.[1][7] Trends like generative AI for journey synthesis and privacy-first attribution will shape it, potentially expanding into full-funnel orchestration. Its influence may grow by empowering more mid-market adopters through tiered pricing, solidifying Adobe's B2B martech moat while proving marketing's outsized revenue role in economic uncertainty.[2][3]
Bizible has raised $18.4M across 5 funding rounds. Most recently, it raised $8.0M Series U in August 2017.
Bizible has raised $18.4M in total across 5 funding rounds.
Bizible's investors include Accel, Bling Capital, BoxGroup, Broadway Angels, Ensemble VC, ICONIQ Capital, InterWest, Khosla Ventures, Madrona Ventures, Matrix, Otherwise Fund, Scale Venture Partners.
