Marketo Acquires Bizible for Refined Marketing Attributions and Accurate ROIs

Abhinandan Ghosh

April 30, 2018

Bizible’s Acquisition by Marketo Enables Marketers to Make Smarter Investments and Achieve Better Marketing ROIs

The space of engagement platforms and B2B marketing performance management will not be the same again. MarTech RADAR 150 company, Marketo has announced its biggest acquisition in history. The engagement platform provider has bought Bizible, a company that offers software for managing marketing performance.

With the acquisition, two complementary, cutting-edge analytics and technologies have come together under one roof. Both the technologies propel marketing efforts and enable organizations to link revenue and marketing ROI in a streamlined manner. The announcement was made during Marketo’s annual conference – Marketing Nation Summit. The financial terms of the acquisition remain undisclosed.

Marketo Aiming to Deliver An Enhanced Visibility into Every Touchpoint Across Any Channel

At the time of this announcement, Steve Lucas, CEO, Marketo, said, “This acquisition doubles down on Marketo and Bizible’s shared commitment to providing the most powerful, innovative, and robust marketing software that gives marketers the edge to win in the Engagement Economy. Together, our solutions create an industry-first platform for marketers to plan, engage, and measure by understanding what directly fuels ROI.”

Steve added, “The combined product strength of Marketo and Bizible provides all marketers everywhere enhanced visibility into every touchpoint across any channel. Our investment will accelerate Bizible’s impressive growth and provide instant and achievable benefits to our current and future customers in the enterprise and beyond.”

Madison Logic Partners with Bizible to Uncover ROI for B2B Marketers — *Aaron Bird, CEO, Bizible*

Aaron Bird, CEO and Co-founder, Bizible, says: “Under the umbrella of Marketo, we will continue to aggressively innovate while also leveraging the breadth of the Marketing Nation to reach even more customers with our game-changing technology. We remain committed to delivering marketers effective solutions that provide the analytics and insights needed to make smart decisions and grow their companies.”

Recommended Read: Interview with Steve Lucas – CEO at Marketo

What this Acquisition Brings to Martech Tables

CMOs have long yearned for improved attribution which helps them invest more effectively. The Marketo-Bizible combination will now provide refined attribution with the widest and robust marketing automation platform (MAP) in the world. The acquisition offers marketers a deeper understanding of the complete analytics funnel starting from campaign planning to revenue and execution. It will allow marketing teams to spend budgets more wisely and on elements that fetch the best marketing ROIs.

Apart from connecting through the Marketo Engagement Platform, the customers of Bizible will be able to access newer technologies through a growing, large list of partners within the LaunchPoint partner ecosystem. For customers leveraging MAPs other than Marketo, they will still have continued access to the entire array of Bizible solutions.

CEO Aaron Bird, along with other Bizible co-founders, CTO Peter Thompson, Andy Turman, and the rest of the Bizible team will unify with the Marketo team. They will be based out of the Seattle office of Bizible.

Abhinandan Ghosh

Abhinandan, an E&I engineer and MBA had an innate enthusiasm for all things tech since his early days. That blended with his penchant towards writing definitive, consummate content to brew a heavy career concoction of unsurpassed high. Ever since, he has embraced content regimes across business precincts such as industrial automation, events, ecommerce, IT, and now, martech. He is an aficionado of all sub-genres of Trance music, an ardent culinary peregrine, and loves backpacking trips.