Marketo buys Bizible, forms partnership with Google at Marketing Nation Summit 2018

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Marketo this week said it would add significant capabilities for its customers to better attribute the results of work managed through its marketing automation platform through the acquisition of Bizible, while a partnership with Google will focus on bringing helping CMOs make better use artificial intelligence (AI).

Financial terms of the deal to buy Bizible were not disclosed. Marketo made the announcement Monday afternoon at its 2018 Marketing Nation Summit in San Francisco.

While Marketo’s marketing automation applications are widely used to help manage campaigns to drive demand generation and nurture leads, Bizible’s products help track the revenue and impact across all the various channels they use. In a recent interview to discuss the launch of its Bizible Discover product, for instance, the firm’s vice-president of product marketing Jenn Steele told B2B News Network there are too many CMOs and their teams struggling to get the proof points they need about their performance.

“(A lot of tools) base their attribution on incomplete data,” she said, “(For example, doing campaign attribution for sales activities rather than activity record-based attribution, or doing attribution without direct connections to ad networks.”

Research analysts and marketing industry executives were quick to praise Marketo for the acquisition and the additions to its portfolio.

Marketo said in a statement that customers will be able to connect to Bizible through the Marketo Engagement Platform, and that organizations who use marketing automation providers other than Marketo will continue to have access to the full range of Bizible solutions. There are still a few unanswered questions, of course, and not everyone was thrilled.

Meanwhile, those within Bizible’s social team can’t wait to collaborate:

Marketo’s alliance with Google, meanwhile, will likely be focused on the use of AI to better segment audiences in marketing campaigns, the company said, using the search giant’s Google Cloud machine learning offering to manage information without needing to hire a data scientist.

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Shane Schick
Shane Schick is the Editor-in-Chief of B2B News Network. He is the former Editor-in-Chief of Marketing magazine and has also been Vice-President, Content & Community (Editor-in-Chief), at IT World Canada, a technology columnist with the Globe and Mail and was the founding editor of Shane has been recognized for journalistic excellence by the Canadian Advanced Technology Alliance and the Canadian Online Publishing Awards.