Marketo announced the acquisition of Bizible, a B2B marketing attribution and planning software, during its annual Marketing Nation Summit this week. The acquisition aims to combine tools from both companies to provide marketers with enhanced, full-funnel analytics, so they can better plan and execute campaigns, as well as improve budget spending.
According to Marketo, this acquisition marks the largest yet in company history. As a result, Bizible will be integrated into the Marketo Engagement Platform and Bizible customers will have access to more tools and resources through Marketo’s LaunchPoint partner ecosystem.
“Together, our solutions create an industry-first platform for marketers to plan, engage and measure by understanding what directly fuels ROI,” said Steve Lucas, CEO of Marketo, in a statement. “The combined product strength of Marketo and Bizible provides all marketers everywhere enhanced visibility into every touchpoint across any channel. Our investment will accelerate Bizible’s impressive growth and provide instant and achievable benefits to our current and future customers in the enterprise and beyond.”
At the conference, Marketo also announced a new partnership with Google Cloud. With this partnership, the companies aim to build AI-powered products designed to help marketers better segment audiences and increase the scale, speed and effectiveness of personalized marketing campaigns.
The companies said the new products will use machine learning from Google Cloud to provide Marketo users with enhanced data insights. The companies are currently working together to launch Marketo Audience, a new tool for the Marketo platform that will use Google Cloud’s machine learning capabilities to identify larger target audiences for marketing campaigns. Marketo Audience is designed analyze a marketer’s database and use lead conversion patterns to find contacts with the potential for a high conversion rate.
