Ever since Adobe acquired Marketo in 2016, and concurrently acquired Bizible in 2018 (owned by Marketo) it has heavily invested in both the products. Adobe built a native integration between Marketo and Bizible, and also introduced various integrations with other applications. Adobe’s heavy investments and initiatives have made Marketo and Bizible a popular duo today and their popularity is still growing in the world of B2B marketing.
Adobe had already renamed Marketo as Adobe Marketo Engage, and now it has renamed Bizible as Adobe Marketo Measure. The name is thought and inspired by keeping in mind Bizible’s close relationship with Adobe Marketo Engage (Marketo). Adobe Marketo Measure is the perfect combination of engagement and measurement.
As stated above, Marketo Measure and Marketo Engage share a close relationship, Marketing Measure focuses on calculating performances across all their marketing and sales channels. However, its performance calculation is not limited to marketing automation campaigns. Marketo Measure works with not just Marketo Engage but other B2B marketing automation platforms as well.
Marketo Measure is like a blessing for B2B marketing organizations struggling with attribution due to a lack of automation. Marketo Measure excels in single-touch attribution, multi-touch approaches, B2C-centric solutions, and much more. It is the only solution for B2B marketers who fail to deliver a touch of completeness and end-to-end automation.
As a further effective solution to this problem, Adobe has now come with Adobe Marketo Measure Prime designed specifically to harness data and centralize the power of the Adobe Experience Platform.
Adobe Marketo Measure Prime’s main features are gaining B2B attribution insights from Adobe Experience Cloud applications. It can combine data from multiple CRM or B2B marketing automation platforms into Marketo Measure Prime and connect Marketo Measure Prime with any CRM software etc. Adobe claims that with Marketo Measure marketers can have end-to-end performance visibility required to optimize their funnel stage and investments. The whole idea behind this new offering is to rule out inaccurate insights which lack value and credibility in the buyer journey.