Adobe Marketo Measure

Connects every marketing touchpoint to pipeline and revenue so B2B marketers can prove ROI and optimize spend with confidence. Provides full-funnel attribution across online and offline channels with deep CRM integration.

business.adobe.comSan Jose, California, United StatesFounded 2011Parent: Marketo Engage

Last updated May 11, 2026 by the ATDb Editorial Team

Industry: B2B Marketing Attribution & Revenue Intelligence
Business Model: SaaS
Target Market: Enterprise
Employee Count: 201-500
Funding: Acquired (Bizible raised ~$10M pre-acquisition; Marketo acquired for ~$515M by Vista Equity; Adobe acquired Marketo for $4.75B)
Revenue Range: Part of Adobe Experience Cloud (Adobe FY2023 revenue ~$19.4B total)
Stock Symbol: ADBE
Parent Company: Marketo Engage
API Available: Yes

Attribution & Analytics Marketing Analytics

Market Position

Leading enterprise B2B multi-touch attribution platform, deeply integrated within the Adobe Experience Cloud and Salesforce ecosystems

Overview

Adobe Marketo Measure (formerly Bizible) is a leading B2B marketing attribution and measurement platform that enables revenue and marketing teams to understand exactly which marketing activities drive pipeline and revenue. Originally founded as Bizible in 2011, the company was acquired by Marketo in 2018 and subsequently came under Adobe's umbrella when Adobe acquired Marketo for $4.75 billion in 2018. The product was officially rebranded from Bizible to Adobe Marketo Measure in March 2022, fully integrating it into the Adobe Experience Cloud ecosystem. The platform specializes in multi-touch attribution, allowing B2B marketers to assign credit to every marketing touchpoint across the entire buyer journey — from first anonymous web visit through to closed-won opportunity. It supports a wide range of attribution models including first touch, last touch, linear, U-shaped, W-shaped, full path, and custom machine learning-based models. Marketo Measure integrates deeply with CRM systems (primarily Salesforce and Microsoft Dynamics), marketing automation platforms, paid media channels, and analytics tools to stitch together a complete picture of marketing influence on revenue. In the AdTech and MarTech ecosystem, Adobe Marketo Measure occupies a strong position as the enterprise-grade B2B attribution solution, particularly for organizations already invested in the Adobe Experience Cloud or Salesforce ecosystems. It competes with dedicated attribution vendors and broader analytics platforms, but differentiates through its deep CRM integration, robust multi-touch modeling, and native connectivity with Marketo Engage. Its significance lies in helping B2B marketers move beyond vanity metrics and justify marketing spend with direct revenue impact data.

Products & Features

Multi-Touch Attribution

Assigns revenue credit across all marketing touchpoints using configurable attribution models including first touch, last touch, U-shaped, W-shaped, full path, and custom ML-based models

Boomerang Stage Tracking

Tracks leads and contacts that move back and forth through funnel stages, capturing re-engagement touchpoints for more accurate attribution

Attribution Dashboard & Reporting

Pre-built and customizable dashboards showing channel ROI, pipeline influence, campaign performance, and revenue attribution metrics

Offline Channel Attribution

Tracks offline touchpoints such as events, trade shows, and direct mail by integrating with CRM campaign data

Account-Based Attribution

Supports account-level attribution modeling for ABM programs, aggregating touchpoints across all contacts within an account

Predictive Attribution (ML Model)

Machine learning-based attribution model that algorithmically distributes credit based on historical conversion patterns

CRM Integration

Native bi-directional integration with Salesforce CRM and Microsoft Dynamics 365 to sync touchpoint and attribution data directly into CRM objects

Ad Platform Integrations

Connects to Google Ads, LinkedIn Ads, Facebook Ads, and other paid channels to tie ad spend to pipeline and revenue

JavaScript Tracking

Snippet-based web tracking that captures anonymous and known visitor touchpoints across the buyer journey

Marketo Engage Integration

Deep native integration with Adobe Marketo Engage for seamless marketing automation and attribution data sharing

Key Features

Multi-touch attribution with 7+ out-of-the-box modelsDeep Salesforce and Microsoft Dynamics CRM integrationAccount-based attribution for ABM programsBoomerang stage tracking for complex B2B funnelsOffline touchpoint tracking via CRM campaignsJavaScript-based anonymous visitor trackingPaid media spend integration and ROI reportingCustom ML-based predictive attribution modelRevenue and pipeline influence dashboardsNative Adobe Experience Cloud integration

Use Cases

Proving marketing ROI and justifying budget allocation to CFO and leadershipOptimizing paid media spend by connecting ad clicks to closed revenueAccount-based marketing measurement and reportingUnderstanding which content and campaigns influence pipeline at each funnel stageReplacing last-touch attribution with full-path multi-touch modelsAligning marketing and sales teams around shared revenue metricsMeasuring event and offline marketing impact on pipelineReporting on marketing-sourced vs. marketing-influenced revenue

Customer Segments

B2B SaaS companiesEnterprise technology companiesProfessional services firmsFinancial services companies with B2B focusManufacturing and industrial B2B companiesHealthcare B2B organizationsMarketing operations and revenue operations teamsDemand generation teams at mid-market to enterprise companies

Corporate history

2011Founded

Connections

See integrations with Adobe Marketo Measure (16)

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