Bizible — now Adobe Marketo Measure — is the leading B2B revenue attribution platform for enterprises using Salesforce and Marketo. It tracks every marketing touchpoint across online and offline channels and attributes pipeline and revenue to each interaction, giving B2B marketing teams the data to prove and optimise their contribution to revenue.
Product Overview
Bizible's JavaScript snippet tracks all web touchpoints and maps them to Salesforce contacts, leads, and opportunities automatically. Every touchpoint — from first anonymous visit through paid ads, content downloads, webinars, and SDR calls — is stored as a Bizible Touchpoint object in Salesforce, enabling attribution analysis using native Salesforce reporting. Multiple attribution models (first touch, lead creation, U-shaped, W-shaped, full path, and data-driven) can be compared in the Bizible Discover BI layer for comprehensive marketing performance analysis.
Key Features
- Touchpoint Tracking: Capture every marketing interaction — web, email, paid, events, offline — as a Salesforce Touchpoint object.
- Multi-Model Attribution: Compare U-shaped, W-shaped, full-path, first-touch, and data-driven attribution models for any campaign or channel.
- Salesforce Native: All attribution data lives in Salesforce objects — query and report in native SFDC without data exports.
- Account-Based Attribution: Attribution at the account and opportunity level — not just lead level — for true B2B revenue impact measurement.
- Bizible Discover: Built-in BI layer with pre-built attribution dashboards for channel, campaign, content, and keyword performance.
Best For
Enterprise B2B marketing teams using Salesforce and Marketo who need multi-touch attribution natively inside their existing CRM — without building a separate data pipeline.
Pricing
Enterprise pricing — typically $30,000–$100,000+/year as part of Adobe Marketo Engage packages. Contact sales.
Key Integrations
Salesforce, Adobe Marketo Engage, Google Ads, LinkedIn Ads, Facebook Ads, Bing Ads, Drift, Demandbase
Pros
- Deepest Salesforce native integration in the attribution category
- Multi-model comparison in Bizible Discover is analytically powerful
- Account-based attribution handles B2B complexity accurately
- Part of Adobe ecosystem for Marketo users
Cons
- Very expensive — enterprise-only pricing
- Requires Salesforce — no HubSpot native version
- Implementation complexity is high
- Roadmap tied to Adobe priorities post-acquisition
RevOps Jobs-to-Be-Done
- Multi-touch attribution for Marketo and Salesforce stacks — Marketing ops teams using Marketo and Salesforce use Bizible (now Marketo Measure) to track every marketing touchpoint — ads, emails, events, web visits — and attribute pipeline and revenue to each touch with multiple attribution models. KPI: Attribute 100% of marketing-influenced pipeline to specific programs; optimize $2M+ marketing budget by channel
- Revenue attribution reporting for CMO/CFO reviews — CMOs use Bizible's attribution dashboards to present marketing-to-revenue ROI in board and CFO reviews — showing cost-per-opportunity, cost-per-customer, and campaign-level return on investment with Salesforce revenue data backing. KPI: CMO presents data-backed ROI case; marketing budget justified with attribution-proved revenue contribution
- Channel mix optimization based on closed-won attribution — Demand gen teams use Bizible's closed-won attribution models to see which channels and campaigns contributed to won revenue — not just MQLs — optimizing spend toward channels that actually drive customers, not just leads. KPI: Identify that paid social drives 3x more closed-won revenue per dollar than trade events; shift budget accordingly
How It Fits Your Stack
Primary system of record: Salesforce (CRM) + Marketo (MAP) — Bizible is native to both
Key integrations: Salesforce, Marketo, Google Ads, LinkedIn Ads, Facebook Ads, Bing Ads, Adobe Analytics
Data flows: Bizible tracks touchpoints via JS snippet on web and MAP-connected email links. Attribution data stored as Salesforce custom objects. Revenue data pulled from Salesforce opportunities. Dashboards available in Salesforce and Marketo.
Security & Compliance
- SSO / SAML: Yes (Adobe Identity — SSO)
- RBAC / permissions: Yes
- Audit logs: Yes
- Certifications: SOC 2 Type II, ISO 27001, GDPR
- Data residency: US and EU
Implementation & Ownership
- Time to first value: 4–8 weeks — JavaScript deployment, MAP integration, and attribution model selection
- Implementation complexity: Medium to High
- Typical owners: Marketing Ops, Demand Generation, RevOps
Bizible (Marketo Measure) is the incumbent B2B attribution tool for companies on the Adobe stack. If you're using Salesforce + Marketo, it's the default choice. If you're using HubSpot or non-Marketo MAPs, alternatives like HockeyStack, Dreamdata, or CaliberMind are better fits.
Proof & Buyer Signals
Ratings: 4.5/5 on G2 (300+ reviews)
What buyers praise:
- Deep Salesforce + Marketo integration
- Attribution model flexibility
- Strong touchpoint capture
- Industry standard for Adobe shops
Common complaints:
- Adobe acquisition hurt product velocity
- Expensive for mid-market
- Complex to configure properly
Often Compared With
- HockeyStack — HockeyStack is independent and works with any CRM/MAP stack; Bizible wins for organizations already standardized on Adobe/Marketo.
- Dreamdata — Dreamdata has a more data-warehouse-native approach; Bizible wins for Salesforce + Marketo shops wanting native integration without custom data pipelines.
- CaliberMind — CaliberMind is a strong Bizible alternative for non-Adobe stacks; Bizible wins for organizations with existing Marketo + Salesforce investment.
