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ADOBE MARKETO MEASURE


MAXIMIZE YOUR MARKETING BUDGET WITH PRECISION.

Marketo Measure, an industry-leading B2B marketing attribution tool, lets
marketers measure campaign, channel, and content impact on pipeline, revenue,
and ROI — empowering them to continuously optimize tactics and investments.




COMPLETE B2B MARKETING ATTRIBUTION — POWERED BY AI.

Most traditional attribution methods are limited to campaign-associated
touchpoints, but Marketo Measure has every-touch attribution. It gives you the
complete view of progression and performance to fully optimize your marketing
mix at every stage and for every go-to-market motion.

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EVERY-TOUCH DATA AGGREGATION

Legacy single-touch and multi-touch attribution processes are often invalidated
from the start by incomplete data. Marketo Measure leverages native integrations
to aggregate and account for every trackable buyer touchpoint across marketing
and sales, including the first touch, closed/won, and online and offline
interactions. These touchpoints are contextualized by stage progression
throughout the buyer journey.



Omnichannel aggregation

Automatically capture buyer-touchpoint data across online and offline channels
to get a complete view of B2B buyer interactions and accurate attribution.
Marketo Measure not only catalogs multiple touchpoints, it stores more metadata
about each one, providing highly granular insight.

 * Online channels. Collect touchpoint data for paid media — such as LinkedIn
   and Google — as well as data from website interactions, chat, email,
   webinars, and more.
 * Offline channels. Gather data from channels such as physical events, content
   syndication, direct mail, and more.
 * Business development representative (BDR) and sales activities. Get a
   complete view of your customers by incorporating touchpoints from business
   development and sales — including calls, emails, and meetings.

Campaign and content associations

Leverage native touchpoint-to-campaign and touchpoint-to-content associations to
reveal attribution insights across paid media, marketing automation, and search
campaigns.

 * Campaign tracking. Consider every touchpoint associated with CRM campaigns,
   paid media campaigns, or marketing automation programs.
 * Gated and ungated content. Track content -to quantify its business value and
   show which investments best support progression and wins.
 * Search keywords. Monitor ad variations and keywords for paid search ads to
   understand what topics and terms are leading to revenue, not just engagement.

Flexible data framework

Generate performance insights configured to your unique marketing taxonomy,
demand stages, and go-to-market (GTM) motions. Marketo Measure lets you track
channels, progression stages, and more based on your preferences to ensure
insights support your business.

 * Custom channels. Configure channels in Marketo Measure based on your
   preferred names and hierarchies.
 * Custom stages. Set up buyer progression stages based on your marketing and
   sales funnel or waterfall, as well as rules for tracking repeat or non-linear
   buyer stage transitions.
 * GTM motions. Track touchpoints and performance for different business units,
   account segments, order types (such as acquisition and cross-sell), or
   regions with one or multiple currencies.

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Pre-built models

Use multiple pre-built models, each optimized for different use cases. This
eliminates the need to choose a model because Marketo Measure runs and updates
all models simultaneously.

 * Full path. Consider every touchpoint — from first touch to the closed/won —
   in this multi-touch model to measure end-to-end performance.
 * Partial funnel. Use U-shaped models to understand what drives lead creation
   and W-shaped models to determine lead and opportunity creation drivers. Both
   are multi-touch and let you focus on the most effective tactics.
 * Single-touch. Use the first-touch and lead creation models to quickly isolate
   the single touchpoint that most closely precedes conversion points.

Custom modeling

Create custom attribution models to account for the unique dynamics of your
business and buyers, providing higher precision.

 * Stage choice. Select what funnel stages to include in the model.
 * Weightings selection. Dial in stage weightings just where you want them.
 * AI and machine learning recommendations. Choose stages and weightings based
   wholly or partly on guidance from Adobe-powered AI and machine learning.

Attribution AI

Navigate the complexity of B2B buying and selling with AI. AI can eliminate
assumptions and biases inherent in rules-based attribution, including the need
to set standard weights for each stage’s importance to conversion.

 * Incremental scoring. Let AI identify and remove baseline effects on
   conversion — including general brand value and untracked engagement — to get
   a more accurate view of performance.
 * Flexible conversion events. Perform attribution for revenue creation, or any
   intermediate stage conversion, to focus on any area of the funnel.
 * Multiple AI models. Create AI models that can be trained separately for
   different segments or go-to-market motions — such as acquisition and upsell —
   to gain targeted insight.


ADVANCED ATTRIBUTION MODELING

With large buying groups and long buying cycles, it often takes more than 100
online and offline touchpoints to win a single B2B deal. Determining which
touchpoints matter most is critical, but also difficult. Marketo Measure
provides the sophisticated, yet easy-to-use modeling needed to separate the
signal from the noise.



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ENTERPRISE-WIDE INSIGHT

Advanced attribution lets you determine the tactics that are driving
progression, pipeline, and revenue. With Marketo Measure, you can use a broad
range of reporting and data sharing options to deliver valuable attribution
insights to teams across the organization.



Role-specific reporting

Share insights at a high or granular level into progression, pipeline, and
revenue attribution and return on investment for executive roles, functional
marketers, operations teams, and analysts.

 * CMOs. Use insights supported by actual buyer engagement to articulate the
   financial impact of your marketing and demonstrate data-driven
   decision-making to earn trust and budget.
 * Campaigns, channels, and content. Get the insights you need to understand
   what works best across and within the tactics you’re responsible for, whether
   you’re handling campaigns, paid media, or other aspects of go-to-market
   engagement.
 * Marketing ops and analysts. Access reports that let you view and manage the
   entire funnel and the attribution process.

Pre-built dashboards

Leverage a rich set of dashboards and report templates out of the box based on
your most frequently used insights.

 * In-app dashboards. Take advantage of a range of filterable dashboards for
   topics ranging from revenue attribution and ROI to which tactics are driving
   lead and opportunity progression velocity.
 * BI report templates. Do your reporting in a business intelligence (BI) tool
   with modifiable report templates that simultaneously unlock key insights and
   serve as practical examples of how to query Marketo Measure data.
 * CRM report templates. Send results data to your CRM so you can take advantage
   of prebuilt reports there or build your own.

Data exploration and sharing

Get direct access to detailed touchpoint and results data to do ad hoc analyses
or share data with other systems as part of your unique marketing assessment or
planning process.

 * Marketo Measure data warehouse. Use all the data at your fingertips for
   analysis or sharing.
 * Ad hoc analysis. Leverage your favorite BI tool to create custom reports and
   visualizations.
 * Data sharing. Plug Marketo Measure input or output data into other datasets,
   data warehouses, or platforms.

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FIND OUT WHY ADOBE WAS RECOGNIZED AS THE MOST NOTABLE VENDOR IN THE MARKETING
ATTRIBUTION SPACE.

Read report






POWERING MARKETING BUDGET OPTIMIZATION FOR THE WORLD’S BIGGEST BRANDS.

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Experienced a 2.8x revenue increase and a 24x pipeline increase.

Achieved a 16:1 revenue-to-spend ratio via attribution optimization.

Reached a 2x return on marketing investment.

Increased website traffic by 600%.

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LEARN MORE ABOUT MARKETO MEASURE.

Content as a Service v2 - Bizible - Monday, September 16, 2024 at 14:36

title
Get AI-powered B2B marketing attribution and unleash growth.
CardDescription
Measure campaign, channel, and content impact on conversions and revenue using
the intelligent tools inside Adobe Marketo Measure.
cardDate
2024-09-17
CardImageAltText
Total attributed revenue broken into revenue by channel
cardImage

primaryTag
caas:content-type/product-page
Tags
caas:content-type/product-page, caas:products/marketo-engage-bizible


LET'S TALK ABOUT WHAT ADOBE MARKETO MEASURE CAN DO FOR YOUR BUSINESS.

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