Marketo Buys Marketing Performance Analyst Bizible

In the US, engagement marketing software and solutions provider Marketo has acquired B2B performance measurement specialist Bizible, for an undisclosed sum.

Founded in 2011 by Aaron Bird, Peter Thompson and Andy Turman, Bizible offers solutions to enable marketers to align planning, execution and measurement to core business objectives. Its revenue attribution tool unifies behavioral and ad data with sales outcomes, using machine learning to help users measure multi-touch attribution and provide full funnel insights linking campaign planning to end results.

Marketo says the two firms offer complementary technologies and analytics. As part of the deal, Bizible's three co-founders and the Bizible team will join the Marketo team, while continuing to work out of the former's office in Seattle.

Steve Lucas (pictured), Marketo CEO, comments: 'Together, our solutions create an industry-first platform for marketers to plan, engage, and measure by understanding what directly fuels ROI. 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'.

Web sites: www.marketo.com and www.bizible.com .