Bizible (Marketo Measure)
Enterprise B2B attribution platform, now part of Adobe Marketo Engage.
The verdict
The default attribution choice for Marketo shops, but the Adobe lock-in and enterprise pricing make it a non-starter for everyone else.
Best for
Adobe/Marketo customers needing enterprise B2B attribution
Not great for
Non-Marketo users or mid-market teams
Bizible, now rebranded as Marketo Measure under the Adobe umbrella, has been a staple of enterprise B2B attribution for over a decade. It was one of the first platforms to track individual touchpoints across the buyer journey and map them to revenue in Salesforce. For teams already running Marketo and Salesforce, it remains the most tightly integrated attribution option.
The Salesforce integration is the strongest point. Bizible installs custom objects directly in Salesforce (Buyer Touchpoints and Buyer Attribution Touchpoints), which means attribution data lives alongside your deals, contacts, and accounts. Revenue ops teams can build Salesforce reports and dashboards using attribution data without exporting to another tool. This native approach is more reliable than syncing data between separate platforms.
Touchpoint tracking covers both online and offline channels. Website visits, form fills, ad clicks, and email engagement are tracked automatically. Offline touchpoints like conference attendance, direct mail responses, and phone calls can be added manually or through integrations. This matters for enterprise sales motions where a significant portion of the buyer journey happens offline.
Boomerang stage tracking is a unique feature. In complex B2B sales, leads frequently move backward in the funnel (disqualified, then re-engaged months later). Bizible tracks these re-entries, which prevents attribution gaps that other tools create when a lead re-enters the pipeline.
The barriers are significant for non-enterprise teams. Bizible is not available as a standalone product. You need an Adobe Marketo subscription, which already puts you in enterprise pricing territory. Implementation typically takes months and often requires a consultant or agency. The Discover reporting interface works but is not intuitive, and many teams end up building reports in Salesforce directly rather than using it.
If you are already committed to the Marketo and Salesforce stack, Bizible provides attribution depth that is hard to replicate. If you are not, there are more accessible alternatives.
Key features
Multi-touch attribution with standard and custom models
Touchpoint tracking across online and offline channels
Salesforce-native reporting with custom objects
Account-based attribution for ABM programs
Ad platform integration for paid media attribution
Custom attribution stages and funnel modeling
Boomerang stage tracking for recycled leads
Revenue attribution dashboards in Salesforce and Discover
Pros and cons
Pros
- + Deep Salesforce integration with native custom objects for reporting
- + Handles complex enterprise sales processes with custom stages and models
- + Tracks both online and offline touchpoints including events and direct mail
- + Boomerang tracking captures leads that re-enter the funnel
Cons
- - Requires Marketo/Adobe subscription, not available standalone
- - Implementation is complex and typically requires a consultant
- - Reporting UI (Discover) has a learning curve
- - Cost is bundled into enterprise Marketo pricing, making ROI hard to isolate
Details
Pricing model
enterprise only
Team size
enterprise
Founded
2011
Headquarters
Seattle, WA
Integrations
Compliance
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