Marketing Madness

Bizible Acquired by Marketo to Offer Improved Attribution

At the Marketing Nation Summit conference, Marketo announced that they are acquiring Bizible. Bizible is a performance management software company that is known for helping users provide attribution for activities that take place across different channels. Marketo is best known as a marketing automation provider, so the acquisition should be a good fit.

Aaron Bird, the CEO and co-founder of Bizible, said, “All engagement, across all channels, is something that Marketo covers in its engagement platform, and that’s part of what we’re helping with here. That’s a breadth play across all channels, and then depth as well.”

Bird went on to say, “The story here isn’t really about [what] Marketo didn’t have, and has now, but rather, if you look [at it] as B2B marketers are getting more and more advanced, they’re asking for more and more detail about attribution and measurement and analytics and the buyer’s journey. This is exactly what we focus on. So, I think that this is where the market’s going and we spent a long time solving this problem, and Marketo is excited to have us as a complement to its other products.”

Bizible will continue to work out of their exiting office in Seattle. At this point, it hasn’t been announced whether they would retain their brand name, or change it to Marketo.

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Pesach Lattin

Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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