How do you ensure alignment between Sales and Marketing Teams when using an ABM approach?
Misalignment between these teams can lead to inconsistent messaging, wasted resources, and missed opportunities.
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Project Spotlight
Challenges: Progress’s new C-level leadership expected marketing to provide data-driven insights showing what’s working and justifying spend requests.
What we did: We implemented Marketo Measure to provide visibility into top and bottom funnel contributions, first touch, and pipeline acceleration, changing perceptions on reporting beyond last touch.
Results: Marketo Measure empowered Progress’s marketers to experiment more, using data-driven insights to adjust tactics at various funnel stages, enabling continuous improvement and the ability to learn from small failures.
“We were spending a lot of money on Google Ads in places where we shouldn’t, but Marketo Measure’s reporting allowed us to see where our sweet spots were, which investments were actually affecting top of funnel and converting into leads. We tweaked our ads and experimented. We didn’t just cut our Google Ads budget: we increased its performance by about 30%.”
-- Director of Marketing Operations at Progress
Adobe Marketo Measure
Marketo Measure (formerly Bizible) gives marketers insight into which marketing efforts are the most effective in driving revenue and maximizing return on investment for their company.
Frequently Asked Questions
Because great minds think alike — and sometimes need the same answers!
Q: What is Marketo Measure, and how does it enhance marketing analytics?
A: Marketo Measure, formerly known as Bizible, is a marketing attribution tool that integrates with your website and ad platforms to provide advanced insights into marketing performance. It helps marketers understand which channels and campaigns drive revenue.
Q: Can Marketo Measure track revenue across the entire customer lifecycle?
A: Yes, Marketo Measure is designed to track revenue from the first customer interaction to conversion and beyond. This lifecycle tracking helps marketers attribute revenue to marketing activities even after the initial sale, such as in renewals or upsells.
Q: How does Marketo Measure support multi-channel marketing attribution?
A: Marketo Measure tracks interactions across various channels such as email, social media, paid search, and offline channels. This multi-channel tracking allows marketers to analyze how each channel influences customer decisions and contributes to revenue.
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