Bizible
Marketo Measure is a B2B marketing attribution platform that captures every trackable buyer touchpoint across marketing and sales to measure campaign, channel, and content impact on pipeline, revenue, and ROI. The platform leverages AI-powered attribution modeling, including incremental scoring and custom models, to help marketers optimize their marketing mix. It aggregates data from online and offline channels, including paid media, webinars, direct mail, and BDR activities.
- Marketing Technology
- Data & Analytics
- Artificial Intelligence
- Software Only
Funding
Funding not disclosed
Founders
Founder details are not available yet.
Product
Problem
Most traditional B2B marketing attribution methods are limited to campaign-associated touchpoints, leaving out the full picture of buyer interactions. With large buying groups and long buying cycles, it often takes more than 100 online and offline touchpoints to win a single B2B deal, making it difficult for marketers to determine which tactics truly drive pipeline and revenue.
Solution
Marketo Measure provides every-touch attribution powered by AI, aggregating every trackable buyer touchpoint across marketing and sales—including first touch, closed/won, and online and offline interactions. The platform contextualizes touchpoints by stage progression throughout the buyer journey and offers flexible data frameworks that let marketers configure custom channels, stages, and go-to-market motions. Advanced attribution modeling includes multiple pre-built models, custom modeling with AI and machine learning recommendations, and Attribution AI that uses incremental scoring to identify and remove baseline effects on conversion. Role-specific reporting delivers insights to CMOs, functional marketers, operations teams, and analysts across the organization.
Target Audience
Primary users are B2B marketing teams, including CMOs, campaign managers, and marketing operations professionals, as well as sales and executive stakeholders who need data-driven insight into marketing ROI and pipeline contribution.
Features
- Every-touch data aggregation with native integrations capturing touchpoints across paid media, marketing automation, search campaigns, CRM campaigns, website interactions, chat, email, webinars, physical events, content syndication, direct mail, and BDR/sales activities
- Campaign and content associations revealing attribution insights across paid media, marketing automation, and search campaigns, including gated and ungated content tracking and search keyword monitoring
- Flexible data framework supporting custom channels, custom buyer progression stages with rules for repeat or non-linear transitions, and tracking for different business units, account segments, order types, and regions with multiple currencies
- Pre-built attribution models including full path, partial funnel (U-shaped and W-shaped), and single-touch models that run and update simultaneously
- Custom modeling with selectable funnel stages, adjustable weightings, and AI/ML recommendations for stage and weighting choices
- Attribution AI with incremental scoring, flexible conversion events for any funnel stage, and multiple AI models trained separately for different segments or go-to-market motions